Fashion Insider: Izrin Ismail Crafts a Raya Collection With a Nostalgic Touch

How do you take a brand built on tradition and turn it into something that resonates with modern audiences? For Izrin Ismail, inheriting the reins of Innai from her mother marked the beginning of an exciting new chapter. From Batik to contemporary fashion, Izrin’s journey has been one of reinvention. With the launch of Innai & Co. and Innai Red, she’s forging a path that’s uniquely her own—one that fuses timeless tradition with innovative style. This year’s Raya collection beautifully captures this fusion of tradition and modern elegance, offering a stunning range of ready-to-wear and bespoke pieces.

In this edition of Fashion Insider, we spoke with Izrin Ismail on her evolution, the inspiration behind the ‘Reminiscence’ collection, and the bright future she envisions for Innai & Co.

What was your first memory of fashion?

“My first memory of fashion is my mum in her power suits. Back then, she was a stockbroker, and her wardrobe reflected that strength—impeccably tailored pieces from local brands like Edmundser, paired with striking Charles Jourdan heels. Her short haircut added a unique touch, showcasing her bold character and individuality.”

How did you get started as a fashion designer and what inspired you to launch Innai & Co.?

“When my mum passed the baton, I saw a huge opportunity in bespoke fashion. Custom pieces aren’t just fashion here—they’re a way of life, with demand for one-of-a-kind designs for every occasion. I jumped in and was fortunate to build a strong production team early on—my head cutter has been with me for 16 years now, and a dedicated seamstress has stood by my side since the beginning. While I don’t have a fashion background, I brought in talented designers and took on the role of creative director, ensuring our vision stays in sync through open dialogue and collaboration.”

Who have been some of your role models or inspirations, and why?

“My answer changes all the time, but if I had to choose someone close to me, it would be my mum. She’s given me so many opportunities to do what I love, and I know she’s incredibly proud of me. When it comes to fashion, Coco Chanel has always been an inspiration. I’m drawn to classic style, and I love how Chanel honours her legacy while reinventing its signature pieces, keeping them fresh and relevant.”

Can you tell us more about your Raya’s collection?

“The ‘Reminiscence’ collection is a celebration of nostalgia, revisiting past styles and personal fashion moments. My team and I started designing it in August last year, crafting 23 looks that reflect our journey. The response has been incredible—the love we’ve received over the last few weeks has made this year all the more special.”

What is your favourite piece from the collection, and how will you style it?

“My top three favourites for Raya are ‘Bunga‘, ‘Sabrina‘ and ‘Syiqin‘. I love wearing these outfits as they are, but if there’s one styling tip I swear by, it’s to keep accessories minimal. While some love layering earrings and necklaces, I believe in focusing on one statement piece—whether it’s a standout bag or eye-catching shoes. A well-chosen It bag, from either a local or international brand, can elevate the entire look. For footwear, I always opt for open-toe styles—they complement the silhouettes beautifully and create a flattering, elongated effect.”

What is the biggest lesson that you have learned since you started your brand?

“I’ve learned that fashion waits for no one. These days, launching a brand takes little more than a prototype—no background in fashion, no full-scale production. That accessibility makes imitation more common, but I don’t let it distract me. The only way forward is to keep creating.”

How do you keep your brand relevant amid the growing local competition?

“For me, it’s always about staying true to our brand’s DNA. Every product launch is a balance between my creative vision and what resonates with our clients. That’s why the team and I always brainstorm together, making sure we’re aligned in our decisions. Staying relevant today takes more than just great design—it’s about having a strong brand identity and the ability to adapt. I believe we’ve built that trust locally, and that recognition pushes us to keep evolving. Our focus remains the same—creating unique, high-quality pieces while staying true to who we are.”

What advice would you give someone who wants to start their own label?

“Hard work alone isn’t enough—perseverance is key. Establish your niche and grow from there, as true progress takes time. Even if you go viral, sustainable growth is still essential.”

What hopes do you have for the brand in the years to come?

“I hope to explore more collaborations. Our partnership with Coach last year marked a turning point for the brand, and I look forward to similar opportunities—perhaps even beyond fashion.”

What is your dream collaboration?

“I’d love to work with luxury French brands. I had the opportunity to collaborate with Rimowa in the past, reimagining its iconic bags, and I’d love to take on more projects like that.”

What would you be if you were not a fashion designer?

“If Innai weren’t in the picture, I’d imagine myself in luxury brand communications—it always felt like the natural path for me.”