Batik has been a part of Malaysian culture over centuries. Soon after Independence it was adopted as the national attire for formal occasions as the nation began to build a new identity. Over time interest in batik dwindled. It became a forgotten tradition.
It was the late YABhg Datin Paduka Seri Endon Mahmood, wife of the Prime Minister, YAB Dato' Seri Ahdullah Haji Abmad Badawi, that gave batik back its dignity, raising its national status, expanding its creative potential while forging an international presence in fashion wear.
She began a vigorous campaign, Malaysia batik - crafted for the world which inspired the industry to go beyond the ordinary into the high end of fashion. It was a strategic move to brand Malaysian batik and build a presence that was unique and far removed from generic expectations and expressions of batik as it existed around the world.
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