🔥 The Keris Drama: Battle Over Tradition and Copyright
Elrah Exclusive, known to be the one of Malaysian’s favorite designer labels for classy Baju Melayu and modern Kurta outfits got into hot water during the Ramadan season. Instead of honouring their latest samping collection for Raya 2025, they were hit with criticism and a possible lawsuit for copyright.
Let’s have a closer look of how this issue unfold and what really happened behind the scenes of the beautiful samping design.
👀 WHAT HAPPENED?
Elrah Exclusive Raya 2025 samping design.
Credit: mStar
The fashion controversy started during Ramadan when Elrah Exclusive was accused of replicating a vintage design from Emri Vision. A clothing line owned by designer Emran Rija. Who was the one who complained about the issue? His wife, Tyra Kamaruzzaman, who was brave to exposed Elrah Exclusive on social media.
Proof of copyright design from Emri Vision posted by Tyra Kamaruzzaman.Credit: @tyrakmrzmn on Instagram
⚠️ Emri Vision Copyright Claim
Proof of copyright design from Emri Vision posted by Tyra Kamaruzzaman.
Credit: @tyrakmrzmn on Instagram
Tyra Kamaruzzaman publicly criticized Elrah Exclusive for copying the same keris pattern without any credit given to the original design in their 2025 Raya samping. She said that the original keris pattern has been in her husband's family since 1890 and is a highly valued part of their family heritage. Tyra added that the design has been carefully preserved and honored within the family for generations, and it has been used unauthorized use of its historical value by others.
📸 Design Comparison
Tyra posted a detailed and up-close side-by-side image on her personal Instagram comparing and highlighting the samping from Emri Vision and Elrah Exclusive. She even claimed and pointed out that both of the sampings were mostly identical to each other in terms of elements and arrangements of design aspects. The resemblance was so visible in the design that it could not be a coincidence or an accident, and it was called a copy of Emri Vision’s original work.
Elrah Exclusive defense posted by El Azman.
Credit: @elazman_ on Instagram
✊ Elrah Exclusive Defends
After days of silence, El Azman came out and spoke publicly on Instagram after he was criticized for his silence and ignorance. He stated that his brand’s design emphasizes that the keris pattern belongs to the broader Malay cultural heritage, which can be seen in batik, songket, wood carvings, and more. He added that Elrah’s version was a personal interpretation and was not a direct copy of any existing design from other brands.
The controversy highlighted ongoing concerns about:
- The line between cultural appreciation and design plagiarism in the fashion industry.
- A need for clear boundaries and respect when taking inspiration from cultural heritage in modern design.
- Brand responsibility in addressing public concerns openly and transparently to the media.
⚖️LEGAL IMPLICATIONS & INTELLECTUAL PROPERTY RIGHTS
The keris pattern controversy raises important thoughts about copyright and cultural expression in Malaysia. Here’s what makes this case so important:
- Cultural Heritage or Copyright
Emri Vision argues that the keris pattern being used by Elrah Exclusive has roots back to in 1890 of their family heritage and this design is protected under the Copyright Act 1987
- Possible Lawsuit
No formal litigation has been filed but Emri Vision stated legal action could be taken and this shows how Malaysian creators are conscious on legal protections to protect ownership over inspired works.
- Malaysia Copyright Act 1987
The original artistic works that includes designs receive automatic protection and if any design contains distinctive elements that are original can be defended in court.
🧠 WHAT BRANDS SHOULD KEEP IN MIND
This can be a valuable lesson to all creatives out there who are responsible for creating and innovating unique designs. Here are the takeaway points every designer should remember:
🔒 Register Your Work
Why?
Copyrighting or trademarking provides the legal rights to protect the work in case it has ever been copied or misused.
Tip: Get the designs as soon as possible to prevent issues and protect the creative identity.
🤝 Handle Conflicts Professionally
Why?
Answering politely and being transparent can build brand respect and avoid unnecessary drama within both parties.
Tip: Communicate clearly with involved parties while being respectful, even if feelings are heightened.
🗂️ Document Design Journey
Why?
Keeping all of the sketches, mood boards, and concept ideas can showcase the originality of the work and can serve as crucial proof in court in the event.
Tip: Create a creative journal or digital folder of the entire design process.
💬 FINAL THOUGHT
Being inspired by tradition is wonderful, however, copying a unique or personal design without permission can lead to court and harm the brand image. Fashion may come and go in the beginning, but respect, originality, and giving proper credit are always the first things to do. Hence, the importance of creating artistic works lies in the respect it provides to the creator's efforts that the fashion industry seeks to produce, and true talent can bloom.
Sources
by LIYANA DAYANA BINTI ZULFI MUSRIANTO
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That’s so interesting! I had never heard of the brand Emri Vision before, but I’m definitely familiar with Elrah Exclusive. Looking back at both designs now, they’re practically identical. Even though Elrah strongly argues that keris designs can’t be copyrighted since they’re traditional motifs in Malay culture, I think Emri Vision would actually have the upper hand if they decided to sue because the designs are basically a copy and paste of Emri Vision’s signature look - from the keris placement and size of the designs. Also kinda sad because Elrah Exclusive is way more established than Emri Vision, its like their bullying a smaller business
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