London-based international couture designer Eric Way, whose credit includes designing for Kristan Davis for an episode of Sex and the City and dressing up a young Charlize Theron during her modeling days in South Africa, will collaborate with Limkokwing University College of Creative Technology in a partnership that should serve to enhance both sides as global brands.

Tan Sri Lim Kok Wing, president of Limkokwing, says working with the fashion guru whose clientele includes Geri Halliwell, Ivana Trump, Cherie Blair and Shirley Bassey, “will take the faculty to the next level and help us build a global presence”.

“We hope to make our presence felt in Europe, especially in the UK,” he says, adding that Limkokwing is already making headway through such activities as the Lancome Colour Designs Awards (LCDA) in which Limkokwing’s Fashion & Retail Design School had exclusive participation. Three students out of an initial 60 were ultimately chosen to represent the country at the grand finals in Paris.

Way, whose past summer collection of vibrant garments in fuchsia pinks, aquamarines and lime greens was inspired by his thoughts on Malaysian landscapes, says he looks forward to working closely with Tan Sri Lim and the university.

Way has assumed the role of international lifestyle design advisor at Limkokwing, a fitting honour for the former South Africa’s Fashion Designer of the Year, and is currently working towards setting up his first store in the country, within Parkson Grand in the soon-to-be-ready Pavilion in KL. He will also come up with his new line of shoes and hand bags.

The collaboration will, among others, see Limkokwing students training in Way’s fashion house.

“I am excited to be working with Limkokwing,” Way says during a visit to the campus for a Q&A session with students.

“I look forward to having apprentice designers under my label. I’d like to offer an internship to work with my company for a season … autumn, winter, spring or summer. They will learn the ropes of how to work in the couture industry,” says Way, who also enjoys the distinction of having designed the world’s most expensive denim jacket – worth a whopping 1 million pound.

Shown some works by students while touring the university, Way expresses delight at the “magnificent” displays. The works include designs submitted in the LCDA.

He says: “I must say the first occasion (his first visit to the campus in July last year) I was impressed with what a great university this is; the sort of environment where students get to study and learn – it’s unbelievable. Now on my second visit, I feel the same and I can see why the students are creative – because they work in a happy environment. It reflects on them and the work I see is wonderful. It’s good to have a happy environment to work in.”

“If I could turn back the clock, I’d really like to come here for my studies. It is so appealing,” he says, adding that an environment that encourages creativity is crucial to those in the field that calls for strong self-expression.

Way is all for the use of traditional and cultural elements in one’s designs, praising Limkokwing students for the work he has seen so far. “The fashion works are quite incredible. I did not expect to see such flamboyance and it would be good for students to remember to incorporate some Asian elements in their designs. They should remember to include cultural content. Some sense of originality should be there.”

He recently took two Malaysian designers with him back home to showcase their designs at the London Fashion Week so they “could see what it’s like to be on the international arena”. He also has a love for all things batik – his 2005 autumn-winter collection that was showcased in the New York Fashion Week saw generous use of batik, especially his new range of shoes.

Limkokwing, for its part, has been actively promoting batik through various efforts, among them by presenting The Journey of Batik exhibition at last year’s Kuala Lumpur International Batik Convention and Exhibition, and by holding a fashion show at the 9th MSC International Advisory Panel Dinner & Fashion Show.

Way, likewise, sees a need to promote batik as a medium; he admits the English market has to be educated on its value. “I experiment with different ideas (where batik is concerned). For me, it’s a beautiful medium but it’s difficult to use as commercial products because people expect to get things quickly. But people do love it although I think many do not understand the concept. That’s why we have to educate them that it’s a hand painted art. Every piece is a work of art.”

* Gan, one of the three LCDA finalists, is all excited to meet Way, saying he is encouraged by the wisdom of the latter’s words at the Q&A session.

“Winning at the LCDA finals and getting chosen to represent Malaysia in Paris was a big boost for me. And now I meet Way who reconfirms my belief in the importance of having one’s own style,” says Gan, adding that his victory at LCDA was due to his “boldness in interpretation” and daring to be different. (The challenge in the competition was to come up with designs that best reflect Lancome’s collection, The Enchantress).

Gan says it is good that the university college is collaborating strongly with industry. “There is nothing like being exposed to real work, getting to work alongside professionals and learning from them. We cannot underestimate the worth of such exposure.

“We students stand to gain when the university appoints such people as Eric Way as advisors.”

Another winner, Judith Yeoh, is also all for such exposure, saying she is thankful for every opportunity to learn from the best. Describing herself as a non-competitive person, she says not unlike the case of representing Malaysia in Paris in LCDA, “getting to be next to famous designers and models is more than enough”.