Baju Kurung, Baju Banong, Baju Songket and Kapiyah — these are familiar elements of traditional Malayu attire in Yala and its neighboring provinces. Each piece reflects the charm and intricacy of local craftsmanship, born from generations of wisdom through techniques such as stitching, embroidery, weaving, stamping, binding, and dyeing. The result is a fashion expression that is both contemporary and deeply rooted in tradition, creating added value throughout the entire creative production chain. As part of the Pakk Taii Design Week 2025, YALA ICON presents Yala’s evolving role as a cultural and creative hub through the exhibition titled “NAYU COUTURE” — a celebration of Malayu fashion as a central identity of the region. This initiative aims to promote and elevate the unique identity of local Malayu culture in Yala through contemporary fashion design, propelling it onto national and international creative platforms. It also provides a stage for local communities to proudly showcase their cultural potential to the fullest. The exhibition features a special fashion collection of 15 original pieces, crafted with meticulous detail using indigenous textile techniques — including stamped batik, Kapiyah hand-embroidery, machine-stitched hijab textiles, traditional Palonghi fabric production, and hand-drawn fabric motifs inspired by local art forms. Every element of the showcase is thoughtfully curated under the concept of “The Real McCoy”, reflecting the authentic essence of Yala in its truest form. Visitors will also have the opportunity to engage in Talks & Workshops designed to share knowledge, foster creative exchange between designers, artisans, and emerging entrepreneurs, and explore ways in which Malayu fashion can remain a living heritage and a wellspring of inspiration in the modern world.