Laurier Malaysia reaffirms its commitment to empowering women by returning as the Official Feminine Care Partner at KL Fashion Week (KLFW) 2025 to unveil its latest campaign, “Experience Zero Feeling”, positioning the Laurier Super Slimguard range as the go-to choice for women who seek ultimate comfort while embracing a fashion-forward lifestyle. Held last Friday at Suria KLCC’s Esplanade as part of KLFW’s week-long celebration starting from 4–10 August 2025, the fashion showcase brought together style and substance in a collaboration between Laurier and Malaysian fashion label What To Wear (WTW).
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Through this creative partnership, Laurier champions the belief that feminine care should never get in the way of fashion, self-expression, or confidence – because even on their period, women deserve to feel stylish, comfortable, and in control.
At the heart of the campaign is Laurier Super Slimguard, which supports this belief with liberating comfort and dependable protection that lets women go about their day with complete freedom. This idea came to life on the runway in a striking fashion collaboration that fused creative expression with everyday ease.
Fashion with purpose: Laurier x What To Wear
Laurier’s segment showcased 10 curated looks by What To Wear, opened by brand ambassador Sandra Lim. Each ensemble was designed to embody the essence of the Experience Zero Feeling theme, combining movement, ease, and contemporary flair.
“At Laurier, we believe the best things in life don’t weigh you down, they lift you up”, said Tan Poh Ling, Vice President of Marketing at Kao Malaysia. “When women are in their flow – creatively, emotionally, or physically – the last thing they need is something holding them back. That’s why our theme this year, “Experience Zero Feeling” is more than just a product claim. It’s a creative state of being. Real confidence comes when you’re comfortable enough to do anything – even on your period”.
The fashion segment was brought to life by What To Wear, a contemporary Malaysian label known for blending modern femininity with modest elegance. Echoing the spirit of Laurier’s campaign, the 10-piece collection was headlined by Sandra Lim, Miss Universe Malaysia 2024, who was also unveiled as the new Brand Ambassador. Her presence and voice were further reinforced by an inclusive team of women representing Malaysians from all walks of life and Laurier’s mission to be a trusted companion throughout a woman’s life journey.
“Designing for this collaboration was about marrying comfort and confidence and embodying the spirit of the modern woman – effortless style, fluid movement, and unshakable confidence,” said Melanie Kee, founder and designer of What To Wear. “We wanted the garments to feel as free and unrestrictive as the campaign promises”.
Behind the Comfort: Laurier Super Slimguard
Behind the Experience Zero Feeling theme is Laurier Super Slimguard, a pad designed for women who want to feel their best – even during their period. Despite being just 0.1cm thin, it offers 200x ultra-absorbency that absorbs quickly to keep users dry and protected. This means all-day protection that’s so thin and discreet, it’s barely noticeable and even on those tight-fitted outfit days.
Built for both performance and polish, it’s the ideal choice for women who demand more from their everyday essentials. Whether strutting down a runway or heading out for a busy day, Laurier Super Slimguard complements the confidence and style of today’s fashion-conscious woman.
Bringing “Experience Zero Feeling” to Life
A fan favourite, the 360-degree glam cam, invites visitors to strike a pose and capture their best angles in true fashion-week flair, while celebrating the freedom to pose, move, and express without limits, just like what Laurier Super Slimguard stands for.
From the catwalk to the crowd, Experience Zero Feeling isn’t just a theme – it’s a movement. Laurier’s KLFW 2025 campaign invites every woman to feel at ease and empowered in every moment.
For more information, on-ground highlights, or exclusive promotions during KL Fashion Week 2025, follow Laurier Malaysia on Instagram and Facebook.