Al-Ilam : Journal of Contemporary Islamic Communication and Media

Embarking on exploring the dynamic relationship between the baju kurungand modern Ma-lay culture within fashion, this study intricately navigates the intersection of tradition and contemporaneity. Seeking a profound understanding, the research incorporates the discern-ing perspectives of three accomplished fashion designers, each contributing expertise to il-luminate the intricacies of women's views on the baju kurung. The overarching goal is to un-cover the delicate preferences of eight women, unravelling the threads that intricately weave this timeless garment into the culturalfabric of the Malay community. Utilising a qualitative research method renowned for its depth, a semi-structured approach is employed, conduct-ing insightful, in-depth interviews within a focus group comprising women from the Klang Valley immersed in the fashion industry. Findings reveal four central themes—price, materi-als, design, and purpose—that vividly depictthe visual communication perspective on tradi-tional and modernised baju kurung. This comprehensive exploration shows that preferences for this traditional Malay attire are shaped by myriad factors, from pragmatic considerations to subjective aesthetic choices. This research unfolds a rich tapestry of motivations, providing a captivating glimpse into the intricate world of baju kurung and its dynamic role in the evo-lution of Malay culture