Available Online at www.e-iph.co.uk Indexed in Clarivate Analytics WoS, and ScienceOPEN MEE 2.0: ICLT2022 International Virtual Colloquium on Multi-Disciplinary Research Impact (3rd Series) International Conference of Logistics and Transportation Best Western i-City Shah Alam, Selangor, Malaysia, 05-06 Oct2022 eISSN: 2398-4287© 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY- NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI9.4298 475 Malay Women's Fashion Clothing Framework Model of ‘MCCC' as Design Principles and Reflection for Malay Women's Fashion Hasma Ahmad, Verly Veto Vermol, Rosita Mohd Tajuddin College of Creative Art, Universiti Teknologi MARA, 40450 Shah Alam Selangor, Malaysia hasma669@uitm.edu.my, verly@uitm.edu.my, rositatajuddin@uitm.edu.my Tel: +6012 9163327 Abstract Globalization through developed nations encouraged the Malay culture to compete and adapt to the most popular foreign culture globally. In Malay fashion culture, the difficulties in recognizing values related to customs, lead to the loss of national pride; it shows practicalities or pragmatism not only transforms physical appearance but also changes the way of appreciating Malay clothing values. The combination methodologies of the textual and visual content analysis concluded with interviews. The design principles of 'MCCC' displayed clothing content-characteristic reflected Malay fashion, possesses clothing details component that has social, and cultural values and attributes portraying myriad achievements acknowledged by society. Keywords: Malay Women; Malay Clothing; Fashion Design Reflection; Design Principles Model eISSN: 2398-4287© 2022. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY- NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians/Africans/Arabians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: https://doi.org/10.21834/ebpj.v7iSI9.4298 1.0 Introduction Boundless interconnectedness among human activities in all global actions, including the lifestyle within the national nation, affected the local culture and arts, precisely in Malay society (Idris Zakaria, 2012). The digitalization and globalization of fashion until the early 21st century raised a new generation of fashion designers that established a global business from anywhere through webshops, blogs, social media, and local ‘Fashion Weeks’. As a result, our national identity remains eroded and worn by the flow of the globalization wave (Idris Zakaria, 2012) and the fashion discourse gradually started to change into a more decolonial, inclusive narrative and practice (Teunissen, J., 2021). Zainurul Rahman, Nasya Bafhen, Juliette Peers, (2015) mentioned that understanding the Malay fashion culture in clothing is consequential in enriching Malay cultural values. Zainudin, Md Nor and Zaharah, Jaafar and Muhamad Rozali, Othman and Rizal Azni, Dahaman (2018) also suggested a practical approach to ensure the 'Malay Traditional Costume' to continuously preserved. Culture, fashion, and clothing not only have a prominent role in constructing the capability of communicating the wearer's personality but are also able to work as a medium of self-representation, or fashion material culture object (Martono, John & Puspita, Eka, (2022). Although extensive research has been carried out by the previous studies on related studies of Malay clothing in Malaysia on the evolution of Malay clothing, most studies in the field of Malay clothing have only focused on the development of traditional attire or costume by looking into the way of wearing within the aesthetical principles. The writings by these expert authors, such as published references to the styles of Malay costumes, principles, and way of wearing by Zubaidah Shawal (1994), Abbas Alias, and Norwani Md conducted. Nawawi (2003), Azah Aziz (2006), Siti Zainon Ismail (2006) and Mohd. Said Sulaiman (2008) and depth study on the evolution of ‘Baju Kurung’ by Asliza Aris (2014), the reflection of identity in the context of sociocultural change by Hanisa Hassan (2015), almost completed