PROMOTING OF 'BAJU KURUNG'

1.0 INTRODUCTION
Baju kurung is a women’s dress. It is a tradisional Malay woman’s outfit consisting of a loose tunic worn over a sarong. The baju kurung is one of the more popular type of costume compared to the others. It is a form of costume that covers the body and look presentabale. The baju kurung , or more precisely, a baju kurung is worn by women for occasions such as school (as a uniform) or to a wedding.
It too is brightly colored and can come in a variety Baju Kurung Teluk Belanga, Pahang Malay traditional dress for women.Baju kurung in blue and in "modern" period, we have the Baju Kebaya, in particular, the Baju Kebaya Turki (also known as the Riau Baju-Belah or Baju Pahang), and another with its famous clothes ladies and Pahang.Also go Simply Malay at home, open the cabinet of the lady of the house, and you can certainly find at least one Baju Kurung clothes in the cupboard, not to say a line Comprehensive women Malay traditional costume.This reflects the fact that, although some women prefer the modern Western dress Baju Kurung remains an elegant and sweet for women in dress Pahang and Malaysia.
The are many variations of baju kurung include baju Kurung Kedah is worn only by Malay women as a daily dress for married women. It is a shorter dress with three-quarter sleeves, so the wearer can move around easily. Other than that, baju kurung labuh, baju kurung moden, baju kurung cekak musang, and baju kurung Pahang. The baju kurung is an elegant and modest looking dress for malay women in Malaysia. Nowadays, even though the cut of the Baju Kurung is still the same, to add further elegance, color and charm to the dress, embroidery is sewn and added to the dress. Various motifs normally of colorful flowers, are embroidered at the bottom and both sides of the buttoned front area of the dress. Sequins and beads are sometimes added to create radiance, glows and glitters to the dress. This is especially so for the dresses of popular singers, music artists and other performers during shows and public performances.As a matter of fact not only the Malay women adorn the Baju Kurung, other Malaysian like the Chinese, Eurasians, Indians, Ibans and Kadazans wear the Baju Kurung for variety and comfort. Baju Kurung are worn for formal and ceremonial occasions, and is popular as an office wear. That explains why it is the most worn apparel in Malaysia today.Besides adding extra elegance, simple beauty and style to the wearer, the Baju Kurung, since it is loose fitting, is very comfortable to wear in the hot and humid weather of our equatorial climate.
Usually, cotton and linen cloth are used in the outfit. Blended fabrics are also getting popular these days.Being a very loose fitting attire, even fat or pregnant ladies will look smart and elegant in the Baju Kurung.Although it is a traditional Malay costume and the most appropriate attire for traditional occasions like weddings, engagements and public functions, the Baju Kurung is also worn on a daily basis by the masses for comfort.
More so to the Muslim women, the Baju Kurung provide the attire that conforms to the Islamic requirement of covering the body (except the face and hands), should not be tight and body hugging as to emphasize the outlines of the wearer’s body.
2.0 ADVANTAGES OF WEARING ‘BAJU KURUNG’
Many advantages of wearing the ‘baju kurung’.The first advantage is it can be worn anytime and anywhere. Baju kurung is a traditional two-piece dress worn by Malay women. It covers the whole body, exposing the face and hands only which abides the Islamic dress code. For the muslim, a head-dress is also worn. It can also be worn as casual wear at home, as school uniform at study centres, as an office attire at work places or as formal dress at public functions. Secondly, it has a variety of fashion and materials to suit the wearers. Nowadays, it has become more popular to girls and women of other ethnic groups namely the Chinese, Indian and other native who favour to appear simple, elegant, presentable and modest. Baju kurung comes in a variety of fashion, namely the ‘Baju Kurung Labuh’, ‘Baju Kurung Moden’, ‘Baju Kurung Pesak Gantung’, ‘Baju Kurung Pahang’, ‘Baju Kurung Kedah’ and ‘Baju Kurung Riau’. The materials can be made of cotton, silk, brocade or velvet.
Thirdly is it helps to inculcate national identity. The wearing of baju kurung can help Malaysians to inculcate national identity among multi-ethnics in this country and unity. Unity is importance because unity means strength.
Next, it give women a more feminine looks. Baju kurung brings about a more feminine looks to women. Hence, more desirable and gain more respect from men to see the modest looks of women dress as oppose to tight fitting dresses. And lastly is, it is suitable for women of all ages and sizes. Baju kurung suits women of all ages and sizes. This is because the dress is loose and appear modest.
3.0 DISADVANTAGES OF WEARING ‘BAJU KURUNG’
Normally, the fabric used for ‘baju kurung’ is chosen base on comfort, wrinkle free and its ability to absorb sweat. This is because the fabric used for baju kurung are normally make the one who wear it feels hot as it does not allow the air to enter and not comfortable for user and it does not absorb sweat. By the name itself, ‘baju kurung’ normally constrict freedom of movement eventhough there are some baju kurung which are fashioned to give more freedom of movement like baju kurung Pahang, baju kurung Kedah, baju kurung Cekak Musang, baju kurung Riau and modern ‘baju kurung’.
Besides that, ‘baju kurung’ has a very limited in terms of style and fashion. Although there are several types of baju kurung like baju kurung Pahang, baju kurung Kedah, baju kurung Cekak Musang, baju kurung Riau and modern baju kurung, but the basic form of baju kurung is still preserved. The modern fabric such as lining and lace used for ‘baju kurung’ is usually thinner than cotton and is easily torn and it easier for the modern fabric to tear apart. The modern fabric also thinner compare to the other fabric used for baju kurung and it is very hard to make it flat and smooth using and iron especially after they have been washed. This fabric is usually very hard to iron because it is very thinner than cotton. Therefore, ‘baju kurung’ is not worn for activities which demand agility of movement which involve running and jumping. Wearing ‘baju kurung’ will make it hard to walk and move around because ‘baju kurung’ normally constrict freedom of movement compare to cotton. Women who wear baju kurung should walk and move slowly.
4.0 WAYS TO PROMOTE AND MARKET ‘BAJU KURUNG’
Firstly, I would suggest that we should promote and market baju kurung by introducing more variety of fashion, patterns of contemporary motives and more comfortable fabrics to make it more appealing to female of all ages, size and colour, be it for Malaysian or foreigners. An examples of baju kurung is Modern baju kurung, Baju Kurung Pahang, Baju Kurung Kedah and many more. Next, I would to suggest that we should organize more fashion shows and galleries locally and internationally to introduce a huge variety of baju kurung. The government and local traders should organize fashion contest on designing baju kurung. In this way, baju kurung will be widely known to people.
Besides that,my suggestion is, we should make baju kurung compulsory to be worn every Monday and Friday irrespective of ethnicity and beliefs. In this way, it can encourage Malaysian to appreciate the clothing of our culture which should always be practice so that it would not go extinct.
Then, I would to suggest that we should make baju kurung as one of tourist holiday package. When tourists visit Malaysia, free set of baju kurung should be given to tourists so that they will be able to learn the comfort of wearing it. At the same time, they will be able to know our culture and our traditional clothes.Another suggestion is to make baju kurung as uniform to preschoolers and kindergantens. By doing so,it can build habit of wearing baju kurung and be proud of their heritage. Eventhough it does not give much freedom for movement,we can alter it by wearing pants. The media must play an important roles to promote the tradisional Malay costumes internationally. We can learn from the success of "batik" promotion because batik had succeeded to attract global market. The whole media work force such as reporters and news commentors are encouraged to wear baju kurung at least twice a week to show support. Hence, it would have great influance to viewers about the importance of our malay costumes. Other than that,all types of media whether the printed or electronic media need to promote baju kurung globally.
5.0 CONCLUSION
In conclusion,’baju kurung’ should be advertised as the same as batik. Therefore,to achieve this goal,all Malaysians should corporate together such as the Government,NGO’s,and citizebs itself. Moreover,by doing so,the promotion of ‘baju kurung’ can succeed and commercialised globally.