Edmund Ser - Tailoring to Success PDF Print E-mail

 

He was a tailor by profession, having started out as a tailor in 1980 by establishing his West Point Fashion House Tailoring Shop together with his friend in Pertama Complex. However, they were forced to move out in 1983 due to the high rent increases. He parted way with his partner and opened his own shop catering men and ladies’ wear. He was unknown when he did his first fashion show, having been referred as “the tailor boy” by people in the fashion industry. However, he’s poised for a successful career later on with his labels, Edmundser and SPADE.

 

Edmund Ser was born in 1955 in Imbi Road. Youngest of 4 siblings in a middle income family, he went to the Methodist Boys’ Primary School in Kuala Lumpur and later on to Methodist Boys’ Secondary School, Kuala Lumpur (MBSKL). A fashion show held in 1968 in conjunction with the platinum jubilee of the school is one of the many inspirations that drove him to take up fashion for a living and as well as a television programme, the David Cassidy’s Show. This influenced him with the likes of bell bottom, costumes and all.

 

Edmund Ser (right) with other Malaysian designers such as Melinda Looi and Abang Tom Saufi during the Malaysian International Fashion Week at K.L Convention Centre in 2006.

 

After leaving school, he apprenticed at a local tailor shop from 1973 to 1975 before travelling to England and took up a course in clothing and craft from the Medway College of Design. During that course, he sat for City & Guilds external exam and obtained a certificate in men’s tailoring. Ser did not finish his course in Medway, as he felt he had already learnt all. He later continued his education in Canterbury College of Art in 1977 and graduated in 1979. He studied tailoring from a master cutter who made clothes for Queen Elizabeth II during that time. He obtained a 6-month job as a tailor at Thomas Pratt & Sons Limited in London before returning to Malaysia for good in 1980.

 

Ser was a representative of Malaysia at the Asean Designers' Scene show from 1987 until 1990 and again in 1992 and 1996. In 1992, he was designated Asian’s best five together with Sira Kulsethsiri of Thailand, Arthur Yen of Singapore, Frederick Perlata of Philippines and Samuel Wattimena of Indonesia.

 

He launched his first Edmundser shop in Merlin Hotel (now The Concorde) in 1990. His concepts are to prepare women with made-to-measure office clothes and transforming a home grown brand into an international brand. His business grew and he had 10 shops in the Klang Valley, Ipoh, Penang and Singapore. Some were closed later due to increasing rent, financial constraint, inconsistent sales and an apathetic Malaysian public. He ceased his operations in Penang and Singapore.

 

An example of Edmund's shop in Malaysia.

 

His label Edmundser later became a well-known brand among office ladies and a brand where celebrity newscasters from TV3 and NTV7 don during news programme in TV. He is also one of the founding members of Malaysian Official Designers Association (MODA) and he was the association’s treasurer in 1993.

 

In 1998, Edmund brought his name into the household of the lavish Suria KLCC shopping mall, joining the heavyweight luxury stables like Marc Jacobs, House of Dunhill, Paul Smiths, Gucci and others.

 

Ser married in 1989 and they are blessed with 4 daughters. His twin daughters are violinists at the Malaysian Philharmonic Youth Orchestra and National Symphony Orchestra of Malaysia.

 

The talents of MBS boys and girls have spread far and wide. Edmund is only one of them.

 

 

The man behind the brand.

 

 

 

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