Hubert Burda Media


For an effortlessly chic and glamorous take on your outerwear without fortifying comfort and flexibility, Angeline Khoo’s newly established online boutique Rosie On Fire features various modern kimonos that can cloak you with an approachable vibe.

Oddly enough, though the daughter of former beauty queen Pauline Chai and Tan Sri Khoo Kay Peng was born in Australia and raised in Canada, Malaysia has managed to hold a special spot in Angeline Khoo’s heart. “Being the birthplace of my mother, who is from Ipoh, I guess it sort of clarifies my attachment for the country. I have learnt everything I need to know from my mother, from having strong values to being a lady… She is my main inspiration for inner and outer beauty,” she shares.

Even before the launch of her online boutique last December, Khoo was no stranger to the fashion retail business, especially since she was constantly surrounded by discussions involving the family business, particularly Metrojaya and Laura Ashley, even at a very young age. “I have always wanted to create a brand that is fun and attractive to help boost the confidence of a woman. However, I have decided to take it one step further with my latest venture by creating opportunities for the marginalised groups, providing them with sufficient training and employment,” she describes briefly about her newfound label, Rosie On Fire.

Her collection features the modern kimonos, which is a reimage version of the traditional Japanese floral full-length robe with flutter sleeves garment, revived into a casual cardigan to suit today’s urban women who are constantly on the go. “There are a ton of variations out in the market, but what makes our kimonos unique is the very distinct cut that creates the most flattering drape and flow to suit any body shape. Here, each kimono is sewn to exact standards and is produced in small quantities to preserve its uniqueness. Every piece of fabric has been personally hand selected by me from various countries to be crafted into our kimonos,” Khoo explains.

She also adds that the particular cut will make the design evergreen and remains as a staple in any wardrobe. “At Rosie On Fire, you can be assured that there is something to meet
every age group and lifestyle,” she continues confidently. Currently, it offers four variations of kimonos: Classic Kimono, Baby Kimono, Long Kimono and Silk Classic Kimono. “Thus far, our Iris Classic is the most well-received piece. It is a stunning rainbow-coloured, ombré chiffon kimono, which has eye-catching essences that are playful and magical at the same time,” she describes vividly.

However, what makes Rosie On Fire distinctive is its commitment to employ local talent. The company was created by Khoo as a result of her love for everything beautiful and fun as well as her desire to make the world a happier place. “The heart of Rosie On Fire is to empower people and create opportunities for others,” Khoo says before revealing that she is on a mission to do good by considering both the human and commercial aspects at every stage of the decision-making process. “We aim to help marginalise people – especially women at risk and families from the lower income group – gain meaningful income and better opportunity in life. We have a long-term vision to have autistic individuals gain employment, within the company, in roles suitable to their strengths too,” she says.

So how did Khoo come up with such a unique name for her first online boutique? “Truth be told, my brother advised me to refrain from bringing this up to the public due to its ridiculous factor,” she reveals but decides to be a rebellious little sister and go on with her story cheekily. “We have been working on developing the business for six months but a name still had not struck in. I wanted something feminine yet playful, and I wanted it to be perfect. Sadly, nothing seemed to fit,” she laments. Then everything changed when she found a surprise treat left by a secret admirer. “It was a lovely pink cake with flavours that were an exciting blend of sweet, salty and spicy profiles. I was truly taken aback by the unforeseen elements all hidden in an innocent looking dessert. I’m not proud to admit that I ate the whole cake myself, but fortunately, I did gain a name from it!”