KUALA LUMPUR: Afghan-American fashion designer Helay Ayoub is presenting a new collection of the vibrant culture of Afghanistan at the Couture Fashion Week Malaysia (CFWM 2025) on August 29, 2025, at the luxury Four Seasons Hotel Kuala Lumpur.
Helay, who is also the CEO of Kandahar Market based in Orange County, California, USA, said that the new collection, titled “Blooming of Culture,” has been designed specifically for Malaysia.
“I am honored to present the rich and vibrant culture of Afghanistan at Malaysia Fashion Week. Afghan culture is colorful, full of life, and deeply rooted in tradition—with jewelry playing a significant role in its identity. That’s why I am excited to unveil my new collection in Malaysia,” said the international award-winning designer Helay when contacted by Malaysia World News.
Featuring 17 exclusive looks, Helay’s collection celebrates Afghanistan’s heritage, reimagined with a modern twist.
She asserts that culture is the vital force that imbues every design with a unique essence. It transforms fabric into storytelling, colors into emotions, and patterns into symbols of heritage. Through fashion, cultural identity becomes wearable art—preserving traditions while reimagining them for the modern world.”
Each stitch, embroidery, and silhouette carries a history, values, and artistry of a people, allowing the runway to become a global stage where diversity is celebrated. By infusing culture into fashion, designers not only honor their roots but also invite the world to experience the richness, beauty, and meaning behind every piece,” she said.
Helay has recently received the Best International Designer of the Year 2024 and Best Designer of the Year 2025 awards, recognizing her passion and dedication to fashion and cultural storytelling.
I was honored to be featured in many magazines and recognized as Designer of the Year 2024 and 2025—a milestone that celebrates my passion and dedication to fashion and cultural storytelling,” she said.
Helay’s work is rooted in compassion and service, providing meaningful employment to women in Afghanistan through intricate embroidery and supporting families worldwide. She believes in the virtues of hard work and unwavering perseverance, treating all with love and respect.
“I believe in the virtues of hard work and unwavering perseverance. When you stumble, rise and continue your journey. Treat all with love and respect, and you will find that no dream is beyond reach.”
“My work began with a commitment to uplift those in need, providing meaningful employment to many women in Afghanistan through intricate embroidery, enabling them to achieve financial independence and recognize the value of their craftsmanship. Furthermore, I have embraced the responsibility of supporting numerous families worldwide by funding their children’s education and offering consistent monthly aid. Here in America, I actively contribute to assisting the homeless, guided by a deep conviction that kindness and empathy are essential pillars of a fulfilling life,” Helay added.
Helay also expresses gratitude to everyone who has been part of her journey and thanks the organizer of CFWM, Ziinine Britshi, for inviting her to Malaysia.
-Malaysia World News
