FASHION isn’t just about trends; it’s a powerful form of self-expression, and Dania Lylia knows this well.
What started as a love for design became a bold mission to redefine sophistication.
Armed with a degree in Fashion Design and Marketing, Dania never planned to dive into the world of ready-to-wear.
But after years of watching Malaysia’s fashion scene, she spotted a gap – and decided to fill it with something fresh and distinctive.
And that’s how Gaya was born – a brand that celebrates sophistication, timeless appeal and exclusivity.
At a time when fast fashion dominated the industry, Dania wanted Gaya to stand apart.
Instead of mass-producing designs, she adopted a limited-edition approach, ensuring that each piece remained unique.


“I still want Gaya to produce something exclusive. That’s why I design only a few pieces in limited quantities.
“It gives my customers something special – something that not many brands offer these days,” she told Sarawak Tribune.
This exclusivity is not just a marketing strategy; it is the core philosophy behind Gaya.
By creating limited runs of each design, Dania ensures that her pieces remain distinctive and cherished by those who wear them.
The First Collection – A Tribute to Family
For Dania, fashion is deeply personal, and this sentiment is reflected in Gaya’s debut collection, The Hermanas -which translates to “sisters” in Spanish.
The collection features four designs, each named after her mother and aunties: Ratna, Irma, Lela and Diba.
“Each design is named after one of them and reflects a part of their personality. That’s what makes it so special to me,” she said.
However, bringing The Hermanas to life was no easy feat as a lot went into the design process.
Dania recalled the overwhelming number of revisions she made as there were many changes and inputs along the way which were quite stressful.
“At first, it was about tweaking this and then that but when things got too hectic, I decided to step back and ask myself, ‘What do I want Gaya to be?’
“That’s when I remembered that I wanted Gaya to be sophisticated, timeless and pretty. So, I decided to keep it simple but with a touch of elegance and modernity,” she said.

Dania’s style has played a defining role in shaping Gaya’s aesthetic.
She prefers comfortable yet polished looks – pieces that exude effortlessness without compromising elegance.
“I always loved wearing something comfortable yet effortless while making sure that the outfit would look pretty at the same time.
“That’s when my style comes in which is timeless, elegant and easy to wear.
“This is what I want Gaya to be known for, a brand that creates elegant and easy-to-wear pieces. Pieces that your wardrobe can always count on,” she said.
From Zero Customers to Breakthrough Moments
Despite her passion and vision, launching Gaya was far from smooth sailing.
Like many new entrepreneurs, Dania faced a harsh reality – her brand initially lacked visibility.
“Believe it or not, when I first launched Gaya, I had zero customers. Days passed, Gaya was still unknown to anyone and I started to panic,” she recalled.
Initially relying on Instagram and TikTok for marketing, Dania quickly realised that social media alone was insufficient to attract customers.
Determined to find a breakthrough, she searched for offline opportunities and discovered Pasar Seloka, a Ramadan pop-up market.
However, by the time she found out about it, the list of selected brands had already been announced.
“I started freaking out, but we searched high and low to get a spot there. And finally, we managed to secure one,” she said.
That experience taught Dania a crucial lesson – perseverance is key.

“You should never give up and always find ways to move forward, even when you feel like quitting. If you are determined, insha-Allah, he will help you,” she said.
Participating in pop-up markets was a turning point for Gaya.
For the first time, Dania had the chance to meet her customers face-to-face and receive real-time feedback.
“It was amazing! Meeting people who told me they loved my collection made me feel like all the hard work finally paid off.
“The doubts when I first launched my brand were gone. I have gained a lot from my customers, especially their preferences regarding the designs I have created,” she said.
Dania said she noticed a distinct contrast between younger and older shoppers, and how exclusivity is a common denominator.
“For Diba’s collection, I only created 30 pieces per colour, and each top was hand-beaded. When I told my customers that each top might vary slightly due to the hand-beading process, they were sold!
“They loved the idea of owning something unique – something that made them stand out,” she said.
What’s Next for Gaya?
While Gaya is now based in Kuala Lumpur, the brand’s roots stretch back to Kuching – Dania’s hometown.
Dania revealed that some of Gaya’s earliest supporters came from there.
With such an encouraging response from her hometown, she said expanding Gaya’s presence in Kuching is not just a business goal – it is a personal dream.
“Kuching is my home. It would be a dream to expand Gaya in my hometown,” she said.
Though still in its early stages, Gaya is already building momentum.
While focusing on her current collection, Dania is already exploring ideas for future ones.
“This is just the beginning; Gaya is only a month-old fashion brand and is still learning about its customers.
“I told myself I don’t want to grow Gaya too quickly because I believe in exponential growth,” she said.
Dania expressed hope to collaborate with local designers, such as Zaimi Zulkafli, whom she admires, in the future.
“But for now, I just want to focus on learning more about Gaya’s customers so that I can create more collections that truly reflect Gaya whenever they are launched,” she said.
Advice for Aspiring Fashion Entrepreneurs
For those dreaming of starting their fashion brand, Dania has one crucial piece of advice – start now.
“Dream big, but don’t just dream and wait. You have to start today or right now because time doesn’t wait for anyone.
“Opportunities are out there if you are willing to look for them,” she said.
Reflecting on her fears before launching Gaya, Dania said she understands how daunting the journey can be.
Since she was a student, she dreamed of starting her fashion brand, but it took her several years of hard work and perseverance to reach where she is today.
“I was afraid of rejection – of people not liking Gaya or not wanting to buy anything from it. But believe me, there are so many kind people out there who will reach out to you and tell you that you have done a great job,” she said.
Dania’s message is clear: don’t let self-doubt hold you back.
“There will always be challenges, but if you are willing to work for it, the opportunities are out there. You have to believe in yourself,” she added.
At its heart, Gaya transcends being just a fashion brand – it is a tribute to passion, resilience and the art of personal expression.
From its carefully curated collection to its unwavering commitment to exclusivity, Gaya is redefining what it means to wear something special.
And for Dania, this is only the beginning.