This Malaysian Raya Fashion Campaign Uses Models With Down Syndrome And It's Amazing

One of the most exciting festive seasons, Hari Raya Aidilfitri, is approaching soon and local fashion labels are competing against each other to produce the best Aidilfitri outfits and fashion campaigns.

We’ve seen quite a lot of interesting Raya campaigns this year - from going back to our traditional roots by using a real kampung as a backdrop, to going to scenic European countries for a photoshoot.

But, we’re not here to talk about those campaigns. Because out of all the Raya campaigns this year, we’ve probably found our most favourite one yet.

Maqilla Boutique, a local fashion brand, has decided to go out of the norm by using down-syndrome models for its latest Raya collection. And it’s all for a good cause during this beautiful month of Ramadhan.

The best part about it? These models are slaying it!

They teamed up with the Down Syndrome Association of Malaysia for this campaign as part of their “giving back project”. RM10 from each purchase of the Basic Raya Collection will reportedly go to the association.

With an apt theme of “You are your own kind of beautiful”, Maqilla aims to create awareness about the down syndrome community in Malaysia and at the same time, empowering these special group of people by spreading the message that they are beautiful in their own ways.

According to a statement on their Instagram account, “There is nothing more rewarding than giving back and making a difference in the lives of people around us, Insya Allah.”

The two down-syndrome models who starred in their Basic Raya Collection fashion campaign are Khoh Hui Qi and Siti Marina Frohlich, who also happens to be our national Paralympic athlete!

Siti Marina Frohlich (center) plays along in this behind-the-scene photo.

The photographer who shot this campaign, Muhammad Azmeer, was also touched by the experience and he took to his Instagram page to express it.

“This is my first photoshoot collaboration with Down syndrome kids and I feel a bit melancholy and downhearted as I get to communicate and work with them. Words can't describe how grateful I am for this opportunity to involve in @maqilla_official campaign with Persatuan Sindrom Down Malaysia,” he said.

The campaign was well-received by Malaysians and it immediately went viral on various social media platforms. Many praised their efforts in creating awareness on the down syndrome community while others agreed that this may be the best Raya fashion campaign this year.

Shooting raya yang Sangat lain dari yang lain! I honestly think model-model ni extremely beautiful & adoreable gila ??? pic.twitter.com/1H9raFrEmQ
— REBEL (@AinulNunanaa) June 11, 2017

Interested in the cause? You can purchase these lovely minimal Raya outfits from Maqilla Boutique by contacting them at +603 40311785 or +6011 60730703. Follow their Instagram account for more updates.