After graduating from the renowned Hong Kong Design Institute, Eric established his eponymous fashion label in 1988: Eric Choong.

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Eric is known to integrate and apply traditional Malaysian ethnic elements into his design concepts, using it to raise awareness of Southeast Asia’s cultural roots.

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Over the years, Eric has been traveling around the world, capturing and harvesting the beauty of life with his camera – which ultimately becomes the imbuement to his design creations.

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Inspired by the centuries-old traditional Batik textile art, he began to study its craftsmanship and weaved the intricacies of it into his designs, creating a visual magic on fabrics, propelling the ancient classic art onto the global stage.

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Eric is presently a college professor and is dedicated to share and pass down his learnings, experiences and skills to the younger generation. It is his hope and aspiration to promote the creative and cultural industry in Malaysia.

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One may ask, what does the ‘creative and cultural industry’ do? The first thing that Malaysians generally associate is that they are responsible for a product chain’s creative value. The creative and cultural industry is like an enormous forest, and a product chain is just one of them.

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The ideal creative value should be casual, with the practice being a routine part of the daily lives. As time goes by, the value is subtly influenced, connoting a pleasurable sense of purpose and meaning – one that fits your own definition of it.

As his career approaches its 30th year milestone, Eric has decided to let go of attachments and expectations, keeping his heart open to this moment as he celebrates and cherish the second half of his life.

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This year, Eric celebrates his 33rd Anniversary in the Malaysian fashion scene and is excited to showcase an exclusive artisanal collection at the Mercedes-Benz Fashion Week Kuala Lumpur.