For the fashion afficiandos in Kuala Lumpur, the coveted prize is the Nazifi Nasri Oked Baguette. A quick scroll through your most stylish friend’s Instagram reveals the Oked Bag taking centre stage – casually draped in candid snapshots or making a cameo in their meticulously curated “photodump”.
The meteoric rise of the Oked Baguette to ‘it-bag’ status was nothing short of astounding. With just one post and a buzz of a 2-hour waitlist to snag one, it all spread like wildfire through word of mouth. No flashy advertising campaigns or glitzy showcases were necessary – its mere presence commanded attention. As whispers of “Who is Nazifi Nasri” started to circulate, the bag became a symbol of fashion’s new frontier.
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Characterise the Nazifi Nasri brand in three words.
Minimal, Versatile and Timeless.
Tell us how you got started in fashion and what got you into making bags?
Back in 2014, I used to hit up a lot of fashion events and networked within the local fashion scene. It all kicked off with my love for footwear, especially sandals. I wanted to make high-quality sandals that didn’t break the bank.
Now, I’ve always had a thing for bags, but life was pretty busy back then with a full-time job. Then came 2020 and the whole COVID-19 situation. I decided to experiment with card holders, and surprisingly, people loved them, even during lockdowns. That positive feedback got me thinking, and I started expanding my product line to include smaller neck bags for guys and more men’s bags. Initially, I was all about men’s accessories, but in 2021, I thought, “Why not cater to the ladies too?” So, that’s when the pivot happened, and here we are!
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Every brand has its core values. So, what is Nazifi Nasri all about? What do you guys really value, and how does that show up in your how you do business?
Well, here at Nazifi Nasri, we’re all about three things: keeping it affordable, nailing the quality, and being totally transparent. Our top goal? Making sure you get top-notch stuff while staying affordable. We want everyone, from students to working folks, to have access to quality products that won’t let you down.
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When it comes to marketing to Gen-Z, what are the go-to strategies for connecting with the younger crowd?
Well, first off, Gen-Z is all about inclusivity and diversity – these are game changers. Showcasing people from all walks of life, different genders, and backgrounds in your marketing campaigns is a big win because Gen-Z is all about inclusivity. Plus, being genuine and real as a brand, that’s key for building trust and connections with their generation. We use a lot of memes and humor on our social media posts.
Are there particular brands or designers who serve as sources of inspiration or role models within the fashion industry for Nazifi Nasri?
Oh, totally! I’m a big fan of Daniel Lee; that guy’s a genius, no doubt. His work in transforming Bottega Veneta from old-school to ultra-hip is seriously impressive. And you can’t forget about Phoebe Philo – she’s done some amazing stuff in the fashion world as well!
Interview @ashafrsha
