Fifteen years is a long time in fashion – long enough for trends to cycle through, for audiences to shift, and for brands to lose their footing. But for Shalma Ainaa, longevity has not come from chasing what’s next, but from understanding what stays.
The founder and creative director of SHALS has spent that time shaping the brand from a passion project into one of Malaysia’s enduring contemporary fashion labels. Rather than constantly changing to stay relevant, the 34-year-old has learned to discern what to keep, what to outgrow, and what to evolve.
This philosophy defines not just the trajectory of SHALS, but also Ainaa’s own transformation as an entrepreneur and creative. Through each stage of her career, she has emerged with greater clarity and a confidence grounded not in proving herself, but in knowing herself.
Stage one: Finding the foundation
Before SHALS became a recognisable name in Malaysia’s fashion landscape, it started as an extension of herself. “I come from a background where creativity was always encouraged, but I had to figure out my own path while exploring my identity quite early on,” Ainaa says, days after wrapping up our cover shoot.
Fashion was a natural draw, influenced in part by her mother, but it was equally her interest in storytelling that laid the groundwork for eventually creating something of her own. That innate curiosity led her to the UK, where she pursued studies in Fashion Marketing and Management while experimenting with her own sense of style. The experience sharpened both her creative instincts and her understanding of the business behind fashion.
“Studying abroad opened up fresh perspectives and a clearer roadmap of what once was quite a conundrum. It eventually turned into what I am and what I do today,” she reflects on that early chapter.
Interestingly, Ainaa’s formative years were spent in a completely different arena: sports. Having dabbled in athletics, netball, basketball, and futsal from a young age, the discipline instilled a sense of teamwork that would later influence her principles as a founder and leader.
“Being a team player and pursuing excellence through sports was a confidence builder and taught me many leadership qualities,” Ainaa says. “I’m still that same person at the core,” she adds, naming padel as her current obsession, “but with more clarity, resilience, and confidence in my approach through my passion in fashion.”
Stage two: Creating with conviction
Armed with knowledge of the fashion industry and soft skills honed through years of competitive sport, Ainaa was ready to launch her own brand on paper. But it was instinct that led to the birth of SHALS in November 2011.
“I didn’t see something in the market that fully represented what I wanted to wear or how I wanted to express myself. So, instead of waiting for it to exist, I created it,” she says, matter-of-factly.
Thus, SHALS was conceived in her own design language – clean, elevated, and effortless. Think oversized cuts, structured silhouettes, and breathable fabrics that prioritise comfort and versatility. Some would read her aesthetic as more masculine, especially given her active disposition, but there’s more thought behind her collections than meets the eye.
“It’s not just about how something looks, but how it makes you feel when you wear it – being unapologetically you,” she points out. Each piece is designed to look polished without feeling performative, embracing the idea that style should empower rather than overwhelm.
“When someone feels confident or seen because of something you made, that’s the most fulfilling part.”
While deeply rooted in Ainaa’s personal taste, the brand has naturally evolved alongside her. Exposure to new perspectives, years of experimentation, and the inevitable lessons that come with trial and error have all shaped its progression. This ability to adapt while remaining recognisable has become one of SHALS’ defining strengths in an increasingly saturated market – and one of the clearest manifestations of her own growth.
“For me, it was never just about selling products. It was about building a world and identity that people could connect with,” she asserts. “When someone feels confident or seen because of something you made, that’s the most fulfilling part. Seeing something that started as an idea come to life – and then seeing people connect with it in their own way.”
Stage three: Evolving without losing vision
Over the years, SHALS has consistently focused on storytelling through its collections, with each chapter mirroring a distinct phase of the brand’s evolution. In 2022, for instance, the brand released a short film campaign starring local actors Puteri Aishah and Mierul Aiman as siblings, weaving childhood nostalgia into its ‘Memori’ Raya collection.
Then came their Kuala Lumpur Fashion Week (KLFW) debut in 2024 with the “Coming of Age” Ready-to-Wear collection – a major milestone that marked the brand’s maturation. Centred on the symbolism of a cocoon, the showcase was a testament to SHALS’ readiness to break beyond its earlier form and embrace more layered fashion narratives.
“It was never just about selling products. It was about building a world and identity that people could connect with.”
The brand has also expanded its physical footprint with the launch of a standalone store at The Curve in 2023 and its arrival at Club 21 Lab Shoppes, Four Seasons Place at the end of last year. Beyond these collaborations and tangible milestones, however, Ainaa takes the greatest pride in still being around. “Simply sustaining and growing the brand for 15 years is something I don’t take for granted.”
A big part of this achievement comes down to discernment. “I’ve learned to listen but not follow blindly. Trends come and go, but identity is what stays. So, while we adapt to how people shop, what they need, and how they engage with fashion, I always filter it through the SHALS lens,” she says.
Still, keeping that balance has required difficult decisions. One of the biggest challenges, she shares, has been navigating sustainability in its broadest sense – balancing creative freshness with financial realities, while ensuring the brand continues to grow responsibly.
“There have been moments where I’ve had to step back, reassess, and make difficult decisions,” she confesses. “It’s not about avoiding challenges but learning how to move through them without losing direction.”
Stage four: Building with intention
Now, Ainaa’s vision is firmly set on global expansion. Her ambition is to transform SHALS into a lifestyle brand that resonates across borders while staying true to its original ethos.
“Strategising SHALS to grow globally is quite a tall order, but it feels like a challenge that we are ready for: to become a one-stop space where people can find pieces that reflect who they are in every region possible,” she says.
And if building SHALS taught Ainaa how to create, the decade and a half that followed taught her the value of release.
Like many entrepreneurs, some of her greatest periods of growth emerged from uncertainty. Creative setbacks, financial strain, and moments of questioning forced her to confront the pressures that often accompany ambition. What those experiences revealed was the cost of relying too heavily on external validation.
“Letting go of the need for approval from every angle was one of the most important shifts in my mindset.”
Over time, she learned to let go of the need to please everyone and the fear of “not being enough” – a shift she describes as one of the most defining transformations of her journey. “In the past, I was reacting to everything – the good and bad – aimlessly. But now, I move with purpose,” she reveals. “Letting go of that need for approval from every angle was one of the most important shifts in my mindset.”
Looking back, Ainaa knows exactly what she would tell the younger version of herself who was just starting out: “Trust your instincts. You don’t need to rush. Be consistent, stay true to yourself, and everything will unfold the way it’s meant to.”
She distills it all into one key lesson: “Know who you are, what you stand for, the values that come with it, and what you’re building.”
This is perhaps the clearest expression of who Shalma Ainaa has become. After 15 years of evolving with SHALS, her greatest evolution has not been external success or industry recognition, but the steady assurance to trust her own path.
Editor and words: Natalie Khoo
Art direction: Driv, assisted by Imran Sulaiman
Photography: Bibo Aswan
Photography assistant: Ammar Farhan
Videography: Khairul Irsyaduddin
Styling assistant: Nuha Adam
Hair and makeup: Shallee | Tale Makeover Studio