Kongsi masa, hey!
Kongsi rasa, rasa hey,
Dari subuh ke senja,
Purnama ke suria.
With the second installment of Kongsi Masa, we invite you to once again experience the harmony of shared hearts.
In the heart of every village of humans, togetherness is more than just proximity. It’s the collective energy that turns ordinary days into extraordinary memories.
Every moment we offer to others, whether through a conversation, a laugh, or simply being present -- becomes more than just a passing second. It knots into a lasting memory, pleats connections, and strengthens the fabric of a community.
Because when we share time, we share life.
And when we share time with others, we multiply its meaning. The beauty of sharing time lies in its reciprocity; the more we give, the more it enriches us in return.
Indeed, it does not take sharp eyes to see the sun and the moon. All praise be to The Creator who wraps the night over the day and wraps the day over the night.
“And hold fast to the rope of God, all together, and be not divided.”
Kongsi Masa, Kongsi Rasa…
As the spirit of 'Kongsi Masa' continues, the second drop of the collection maintains its themes of unity, tradition, and the passage of time through celestial-inspired garments, now revealing that the embroidery series is also inspired by the folklore song, 'Rasa Sayang.'
From reimagined traditional silhouettes to contemporary interpretations, the collection offers versatile pieces suitable for both Eid and everyday wear.
The collection further explores time and togetherness through the Sulam Boxy Top and its matching Knot Skirt. Available in three coordinating colour variations, the Boxy Top features back embroidery – in three different colours reflecting its matching skirt – depicting villagers' meticulous craftsmanship.
For those wondering what the Cempedak signifies, the answer is here.
It's an ode to the Rasa Sayang song, “Buah Cempedak di luar pagar, ambil galah tolong jolokkan”; the Cempedak symbolises more than just a local icon. It signifies knowledge, richness, and ‘perfect timing’. This signature Cempedak icon can be found in the Senja Smocked Top and the Rasa Pleated Skirt; each comes with a matching piece – the Senja Knot Skirt and the Rasa Loose Kebarung respectively.
Good news for men: We've revisited our previous best-selling silhouettes and reimagined them as fresh takes on the traditional Baju Melayu. These pieces, the Mao Baju Melayu and the Galah Buttoned Shirt, each come with matching bottoms, prioritising comfort during festive gatherings.
ANAABU™ 2025: KONGSI MASA
Campaign video will be out on 14 February 2025, 11AM on our Instagram and Youtube Channel.
STAY CLOSE WITH THE RELEASE DATE
14 February 2025
Online Release
www.anaabu.co
11AM
Offline Release
ANAABU™ Kedai Fizikal Kuala Lumpur
ANAABU™ Kedai Fizikal Johor Bahru
10AM onwards
BEHIND PHOTO CAMPAIGN AND LOOKBOOOK
Featured brand: Wasis Studio
Producer: Ariff Md Noor
Art Director: Shasya Shamsuri
Photographer: Amani Azlin
Lighting Assistant: Azwan Safwan, Nash Haron, Firdaus Malek
Stylist: Ana Abu, Ayenn Jamal & Arma Rohana Badrulsham
Wardrobe assistant: Fatin Yuhanis, Ezzah Farwizah and Syahirah Rahim
Make-up Artist: Afie Rohim
Hair Stylist: Deanni Azli
BTS: Sara Azlan and Chen Yee
Copywriter: Wani Ardy & Alee Isa
Art Department
Art Director: Danial Yap
Prop Masters: Azim Isa, Adzmi Zawawi
Assistant: Amirul Rosli
Wardrobe
Concept: Ana Abu & Arma Rohana Badrulsham
Collection Designer: Arma Rohana Badrulsham & Ayenn Jamal
Production Manager: Ayenn Jamal
Talents: Syafiq Baling, Nina Amin, Najwa, Aliah Akasyah and Daisy
