Edmund Ser () (born Ser Chen Huah, 11 November 1955) is a Malaysian fashion designer"Famous Malaysian Fashion Designers " Top 10 of Malaysia 2012 and businessman based in Kuala Lumpur, Malaysia. He is best known for his designer brand, Edmund Ser of Malaysia.Babulal, Veena and Kushairi, Izzati Ikki Sari. "In full swing MODA " The New Straits Times 2 August 2010"Edmund Ser: SIX in the CITY" Options: The Edge 20 November 2006, p. 13 He created the Edmund Ser, Spade, and SER fashion labels. He has been a guest judge on Project Runway Malaysia, as well as judging the Malaysia Young Designers' competition and the Miss Malaysia Pageant.
Early life Ser, a third-generation Malaysian Chinese, was born into a middle-class Chinese family in Kuala Lumpur's Jalan Imbi in November 1955. "As the youngest, I guess I led a spoilt life. Everything was there for me. As a family we had more or less a good life. We did not face any particular hardship." Ser spent his primary and secondary school years at Methodist Boys' School Kuala Lumpur. "Edmund Ser - Tailoring to Success " MBS Alumni 23 August 2011 Ser played many games and sports in school, representing his school for badminton and hockey. Television was a factor that influenced Ser's choice to enter the fashion trade. He says, "programmes like the David Cassidy show had an effect on me. The bell bottoms, costumes and all ...' A fashion show held in 1968 to mark the diamond jubilee of the Methodist Boys' School Kuala Lumpur was one of Ser's inspirations to take up fashion design for a living. Andy Chew was among the first few established local designers in the early 1970s.Alhamzah, Tahir. "From Ser with Love" The Star 6 January 1999, p. 8
Ser apprenticed at a local men's tailor from 1973–1975. He travelled to England in 1975, where he took a course on clothing and craft at the Medway College of Design in Rochester, Kent. During that course, he sat for the City and Guilds of London Institute external exam and obtained a craft certificate in men's tailoring. Ser left halfway through the course at Medway, as he felt he had already learned all there was to learn, and enrolled for a four-year diploma in art at the Canterbury College of Art in Kent. He studied tailoring from a master cutter who fashioned clothes for Queen Elizabeth II. During this time he passed the City and Guilds of London Institute advanced craft certificate in men's retail bespoke tailoring."Fashion designing minus the glamour" Sunday Star 27 October 1991, p.28 During his years in the United Kingdom, Ser worked in Chinese restaurants and did odd jobs to fund his studies.
Upon graduation in 1979, he obtained a tailoring job at Thomas Pratt & Sons Limited in London for six months. Ser felt a sense of responsibility towards Malaysia. "I could have stayed back and worked in England, but I believe I can contribute to this country after having had my education there," he said.Ting, Fong Fong. "Designing for the human form" Sunday Star 18 September 1994 He then returned home to Kuala Lumpur in 1980.
Ser borrowed RM5,000 from his parents and teamed with a former schoolmate, who invested another RM5,000, to set up a men's tailoring shop, called West Point Fashion House. Ser believed that work wear was something that "has to be presentable, fresh, crisp and most importantly comfortable."Dong, Elaine. "" CloveTwo 6 May 2011 Due to high rent increases, Ser and his partner were forced to move their shop in 1983. Ser split with his partner in 1984 and set up his own shop to make men's and ladies' clothes, with financial support from his family and his friend Orson Wong, 1999 President of the Malaysian Official Designers' Association (MODA).
He was relatively unknown when he did his first fashion show. Ser said he was referred to by people in the industry as "the tailor-boy" when he did his first fashion show with another better-known local designer. The title hurt, but it made him more determined to go forward.
Fashion career Ser specialises in jackets and career apparel. Since the 1990s, Malaysian women have been described as more receptive to colours than design, and colours played a big role in Ser's collections."Every woman's Ser" The Star 24 October 1992, p. 23 Ser is known for his cut in suits.Johari, Juneita. "Ser cuts straight to the top" New Straits Times 14 November 1992
Early Success (1980s–1990s) Ser's initial attempts to upgrade men's fashion received a poor response, so he switched to women's fashion, as women were emerging into the workforce at that time.Chong, Felicia. "Just call me Ser" Sunday Star 26 September 1993, p. 18"Edmund Ser, founder of EDMUND SER " Asian Entrepreneur 26 August 2013 He was known for his non-conformist ideas combined with his cutting."The Best of ASEAN Designers' Show" Her World February 1987 Ser concentrated in mass production for various department stores in Kuala Lumpur, Petaling Jaya, and Singapore under his own label.Chong, Felicia. "Yes, Ser!" Sunday Star 19 January 1992, pg. 4 Ser supplied 'cut-make-trim' (CMT) clothes for department stores such as Oval, Parkson and Isetan. The Edmund Ser line for women was launched in 1987 to a very encouraging response. In 1992 Ser opened his first Edmund Ser boutique in Concorde Hotel Kuala Lumpur, specialising in made-to-measure women's office clothes.Tan, Lee Kuen. "Local Fashion Industry Faces Tough Crowd" The Star Online 9 July 2005
Ser was once labelled as the 'avant garde jacket man', and that became his signature line in the 1990s."The Malaysian Contemporary Designers' Show" Her World September 1990, p. 110 Ser was known for his Charlie Chaplin-inspired suits, which were presented at Malaysian Contemporary Designers' Shows in the 1990s, an event organised by the department store Parkson.Female January 1990, p.26
Ser gained a foothold in Singapore in 1988. Carontique fashion house at Penang Plaza in Penang was one of Ser's earlier breakthroughs to other states in Malaysia. Carontique's decision to drape Penang women with the same hands and materials that dressed the TV3 broadcasters helped secure the franchise to distribute the Edmund Ser ready-to-wear line of clothing in the city.Looi, Lai Yee. "Woman" The Star 23 October 1991 Ser is now known throughout the country for providing clothes to celebrity TV newscasters at television stations such as TV3 and Ntv7. Ser states, "I am more of a businessman than a designer". In 1992 Ser had boutiques at The Saga, in Park Mall,"Dollars and sense" The Straits Times 17 September 1992, p. 11 and at The Saga, in Metro Singapore.
Ser's apparel was also sold in the Philippines, Indonesia, Thailand and Japan.Alhamzah, Tahir. "Designed for success" The Star 6 January 1999, p. Cover, 7, 8 Ser was the first local designer to use crushed velvet in his collection, joining international fashion designers such as Prada and Ralph Lauren."Exciting clothes by some designers" New Straits Times 1 November 1993, p. 33
In December 1995, Bobby R. Novenario Pte, Inc. supported the formal opening of Suitables by Edmund Ser at Ayala Center, Makati, Philippines. In Manila, Ser was identified as one of the brightest names in the Asean fashion scenes of the 90s."New boutique carries Asean designer's line" The Philippine Star 9 December 1995, p. E3 Bobby Novenario, impressed with Ser's well-fitting suits for the Asian figure, brought Ser to Manila to design a fashion line for Filipino corporate ladies.Leviste, Lorenzo P. "Bobby Novenario brings Asean suits to Manila" Philippine Daily Inquirer 11 December 1995, p. D1
In March 1996 Ser attended the 22nd Asian Roundtable by the Asian Club Foundation held in Kobe, Japan, as a guest speaker on the topic of Fashion in Asia. In 1998 Edmund Ser took its name to the newly opened Suria KLCC shopping centre in the Petronas Towers in Kuala Lumpur City Centre . By 1999, Ser had 11 Edmund Ser boutiques, including three in Singapore. The outlets in Kuala Lumpur were in the Concorde Hotel Kuala Lumpur.
Fashion Shows Ser held various themed fashion shows in the 1990s, under his SER by Edmund Ser label. His venues were usually in Spices Restaurant and in the Concorde Ballroom. In July 1990, Ser held a fashion show in Oval, featuring the Edmund Ser Ready-To-Wear Collection. Parkson Corporation's Contemporary Designers Show (1990) featured Ser's trademark line.Chong, Felicia. "Showcase for our own designers" Sunday Mail 12 August 1990, p. 22
Ser was a representative of Malaysia in the Asean Designers' Scene, where he represented Malaysia for the Asean Designers' show in Singapore, the Philippines, and other states in 1987, 1988, 1989, 1990, 1992, and 1996. In 1992 Ser was titled amongst Asean's best five, alongside Sira Kulsethsiri of Thailand, Arthur Yen of Singapore, Frederick Perlata of the Philippines, and Samuel Wattimena of Indonesia."Asean's five of the best" Sunday Star 8 November 1992, p. 20
Chung Khiaw Bank Visa presented Ser's "An Afternoon With Edmund Ser" in October 1993. The Transylvania Look and a preview of his 1994 Chinoire Collection were featured, as well as "An Evening with Edmund Ser" in conjunction with the bank's Gold Card launch. Ser was amongst 15 top Malaysian designers to participate in the Malaysia in style fashion extravaganza.Harun, Hisham. "Local designers step out in style" New Straits Times 1 November 1993, p. 25
In 1995 Ser showcased his Middlesex collection for three consecutive nights in the Concorde Hotel Kuala Lumpur. The 'middle-sex' look, which was a sexually grey area that could be read as androgynous or bi-sexual, was a 1996 forecast for world fashion. Ser presented double-breasted jackets with six buttons and hugging the hips for 1996.Chong, Felicia. "Ser's strong suit" Sunday Style 1 October 1995, p. 10 Priority Plus, with the support of Cathay Pacific, BMG Malaysia, Nescafe, Sothys Paris, and Concorde Hotel Kuala Lumpur, had their 'Thank You' party featuring Edmund Ser's 1996 Middlesex Collection.
In 1996 Ser's fashion shows presented a different image through a more fashionable, as opposed to classic, line. The collection featured numerous coordinates in white, black, and checks.Ooi, Vicky. "A classic collection of jewellery" The Star 29 July 1996, p. 9
Expansion and New Brands (early 2000s)
In 2002, Ser expanded into a large market of those earning RM2000 and over. Ser created the Spade label; its flagship store was situated on the concourse floor, alongside international designer brands such as Marc Jacobs and Paul Smith. Spade featured asymmetrical, anonymous, and funky young designs for young adults.C Sulin. "Naughty Spade" Faces 20 June 2002, pp. 12–13
In 2004 Edmund Ser opened in Hock Lee Centre Shopping Podium, Kuching, Malaysia.Balan-Law, Grace. "Edmund Ser debuts in Kuching" Outlook: Sarawak Tribune 16 February 2004, p. Cover Ser has also ventured into the Sabahan market since 2007.Sario, Ruben. "Making Sabah a sanctuary" The Star Online 23 July 2007
Ser suffered financially due to overexpenditures to launch the Spade brand,Lim, Noelle. "Sewing his brand name " Personal Money October 2008, pp. 46–48 overexpansion of retail boutiques, the recession, and high rents at shopping malls. From 2003–2009, Ser decreased his number of retail boutiques, as the buying power in Malaysia had decreased tremendously due to the recession.Tan, Lee Kuen. "Local fashion industry faces tough crowd" The Star Online 9 July 2005 As a result, Ser moved his focus from retailing to corporate uniforms servicing.
Fashion Shows In the 2000s, Ser was an avid presenter, showcasing his collections at the Malaysia-International Fashion Week (M-IFW). At the Secretaries "Unplugged!" Luncheon in April 2003, Ser was one of the first three designers to take their creations to stage for the Kuala Lumpur Fashion Week 2003.