The kebaya is more than just a garment—it’s a symbol of elegance, tradition, and heritage, woven into the cultural fabric of Southeast Asia. From Malaysia, Singapore to Indonesia and beyond, this timeless piece is a staple for special occasions. But finding the perfect kebaya? That’s another story.
While most brands stick to traditional lace and classic silhouettes, Wirda Elliesa is redefining the narrative—especially when it comes to representing brown women. A rising name in the local fashion scene, she’s making waves with Kebaya Wirda, showcasing her bold take on the iconic design.
Ahead, the Singaporean fashion designer talks about her journey and what sets her creations apart.
Can you tell us what inspired you to start Kebaya Wirda?
Wirda Elliesa (WE): Back in 2015, I graduated with a diploma in fashion design, but never pursued anything outside of it. It wasn’t until the 2020 pandemic, that I started my first stint in fashion. At that moment, it was the month of Ramadan, and I was scouring online to find the perfect Indonesian-style kebaya that’s heavily beaded, but to my surprise, there was a gap in the Singapore market. I took it upon myself to fill it. From then on, it became my pandemic project. That is how Kebaya Wirda started. I began sketching out my dream kebaya designs before searching for tailors to work with—thank God for the internet. After sending in my designs and placing a few sample orders, I thought out the brand’s marketing strategy and the rest was history.
What are some of the challenges you’ve faced along the way as a fashion designer?
WE: One of the challenges I’ve faced as a fashion designer is having my designs copied. Kebaya Wirda was the first brand to introduce the feather-cuff kebaya, but by the following year, I started seeing countless other brands doing the same. At first, it was frustrating, but now I’ve learned to brush it off. I know I’m creative, and I’m always two steps ahead with my designs.
How would you describe your creative process?
WE: We always launch our new collections during Ramadan, so customers can have them ready in time for Raya. What makes Kebaya Wirda unique is our fresh concepts for each collection and photoshoot every year. While many Raya clothing brands lean into traditional kampung themes, I wanted something different—something beyond the usual. Instead of having tunnel vision, we draw inspiration from fashion trends, Hollywood movies, and more. Every new collection starts with a concept, followed by a mood board, which helps guide my design process and bring each vision to life.
How do you balance preserving the traditional aspect of the Kebaya while also modernising it?
WE: I keep the kebaya design classic and traditional, focusing on styles like the kutubaru. It’s the little details like feather cuffs, mesh back accents, and unique buttons that give it a modern twist!
Can you tell us about your Raya collection, Wifey Material?
WE: Wifey Material is a favourite collection of mine (together with Indorocco). It’s a new collection for Raya, inspired by the glamorous housewives of the ‘50s. A time when women spent their days tending to house chores, looking pretty, and waiting for their darling husbands to return home. To match that aesthetic, we kept a pastel colour palette and intricate hand-beading, to capture the elegance of that era.
What was your thought process like when it came to making Kebaya Wirda an exclusive brand?
WE: This particular lingerie brand Voight, heavily inspired me. In every collection they’ve launched, they’ve managed to have it sell out but never have plans to restock it. That philosophy really stood out to me, I thought it was very smart of the designer to do so. I wanted to bring that same sense of exclusivity to Kebaya Wirda. The kebaya is a timeless piece, one meant to be cherished and passed down for generations. By making our designs exclusive, they become even more special—so much so that customers camp on our website to get their hands on them before they sell out. And that’s exactly what’s been happening since our first collection drop in 2021.
Do you think Kebaya Wirda has played a significant role in increasing brown skin representation in Singapore’s fashion industry? If so, how has the brand contributed to shifting beauty standards today?
WE: Yes! I realised most Raya brands usually work with western models, which has always confused me because I believe Southeast Asian girls are so beautiful, but not many see their beauty. With Kebaya Wirda, I’ve made it a point to only work with Southeast Asian models, whether they’re from Thailand, Malaysia, or Indonesia, because they represent us best.
What do you hope Kebaya Wirda’s legacy will be in 5 years?
WE: I hope to take Kebaya Wirda international, with exclusive boutiques opening worldwide.
You recently started a new podcast called The Chic Code with Sofia Arissa, how has that been so far?
WE: It’s been amazing. I’m so glad I partnered with Sofia because, honestly, I don’t think I could have found a better co-host. The podcast has kept me busy while allowing me to truly be myself. In just one month, The Chic Code podcast also built a growing community of listeners and supporters.
What’s your advice for female entrepreneurs or for those looking to start their own fashion brand in Singapore?
WE: My advice is to always be unique and different. Always do the things that scare you because life is too short to not try things. Failure doesn’t matter, because we’ll always be able to learn these things along the way. You might even be able to apply those lessons to your future businesses, should you decide to start again. My number one worry is being too terrified of my growing age, and then regretting not starting the business sooner. Which is why, whenever an idea strikes, I’ll go ahead and execute it so my future self will thank me for it.
You can shop Kebaya Wirda’s Raya collection at kebayawirda.com.
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