Monday, May 25, 2015

PART 2---MELINDA LOOI LAUNCHES HER NEW HARI RAYA COLLABORATION UNDER HER EMEL LABEL WITH BIG MALAY STARS LIYANA JASMAY AND EMMA MAEMBONG INSIDE SWISS DREAM CIRCUS AT MUTIARA DAMANSARA

KEE@FSWMAG.COM


 OPENING GAMBIT


 LOVELY
STYLISH
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MELINDA LOOI EMBARKS ON A ‘COLOURFUL JOURNEY’ WITH EMMA MA’EMBONG AND LIYANA JASMAY FOR EMEL BY MELINDA LOOI’S 2015 BAJU RAYA COLLECTIONS

 Every Raya is a journey – back to one’s home and family – bringing back treasured memories of childhood, of happy days filled with fun and laughter. The lightness of the festivities, the cheerfulness of the occasion are captured perfectly in the latest Baju Raya collaboration between actresses Emma Ma’embong, Liyana Jasmay and designer Melinda Looi – which is a riot of colours befitting the theme, “Colourful Journey”.  

“Isn’t it every girl’s dream to design your own fashion collection? So, I was really excited when Melinda Looi approached me to jointly create a Baju Raya collection, which is furthermore supporting charity,” explained Emma Ma’embong, whose designs will be available under the ‘emel x Emma Maembong’ label this coming Raya. Liyana Jasmay, who has been friends with the designer for many years, echoed similar sentiments. Her capsule collection will be launched under the label ‘emel x Liyana Jasmay’.

“From my early days, I remember Raya being a time when friends would get excited about their journey to balik kampung. So, I’ve always associated Raya with a journey. At the same time, Raya has always struck me as being a very colourful celebration – with colours of the kampung, the flowers, the children, the ketupat, the clothes…,” says internationally acclaimed fashion designer
Melinda Looi.

Combining the journey with the colours, the campaign for the new collection was shot with the two celebrity actresses in Dataran Merdeka with a multi-coloured hot air balloon as the backdrop. The launch itself unfolded under the tents of the Swiss Dream Circus, a choice that reinforced the collection’s theme – what could possibly be more fun and colourful than a circus?

In the collection you will find this year’s trends such as art deco, metallic colours and lines, with a touch of the celebrities’ and designer’s personal favourites. Given Liyana’s preference for pastel colours, her line is dominated by pretty pinks, baby blues, lilac and the softest greys. The Emma Maembong x emel collection, meanwhile, showcases bolder colours in Emma’s favourite shades of blue as well as green, red, brown and purple.

Both lines consist of a variety of baju kurung and kaftans. You will find bias cut maxi skirts and a variety of tops, some with belts, others with asymmetric hems; some boxy and others cut along A-lines. For added comfort and style, stretchable polyester crepe has been used for most of the items, glamorised with ample use of lace and sparkling sequins.     

In keeping with tradition, a percentage of sales from this collection will be channelled towards charity of the celebrities’ choice. This time around, Emma and Liyana jointly decided to support the University Malaya Medical Centre (UMMC), a unit at the university, which focuses on rare diseases afflicting children. 

“Both Emma and I are very concerned about children’s health and feel strongly about supporting the work of UMMC because most of the diseases that they treat are under the radar. There are so many little-known diseases that don’t receive much funding. We hope more people make an effort to learn about the work of UMMC and provide support in any way they can,” said Liyana, who has a one-year-old daughter.

So while adding colour and cheer to Raya 2015, and appealing to modest fashionistas in Malaysia and beyond, the emel x Emma Maembong and emel x Liyana Jasmay collections will also bring fresh hope to the lives of young Malaysian patients. 

The collections can be pre-ordered from 19 May and will be available online at Zalora.com.my, Zalora.sg, Lazada.com.my, FashionValet.com as well as the official emelbymelindalooi.com online store. Retail shoppers can find the collections at Parkson Pavillion, KLCC and Maju Junction, as well as the Melinda Looi showroom on Jalan Maarof Bangsar

For the first time the emel collections will also be selling outside of Malaysia, namely in Jakarta and Dubai via Centro Group and Namshi.com respectively.

About emel by Melinda Looi
MELINDA LOOI AND DATO KEE HUA
CHEE

'emel by Melinda Looi’ is a socially conscious fashion initiative by multi-award winning fashion designer Melinda Looi, offering an annual Raya ready-to-wear collection, whereby a part of sales proceeds from the collection will be donated to a selected charity each year.
The word emel (pronounced eh-mehl) is derived from the word amal, of Arabic origin. Amal means hope, expectation, and aspiration. In Malay, it means good deeds or charity.

About Emma Maembong
Emma Ma’embong (real name Fatimah Rohani binti Ismail) is an accomplished actress and model. Her acting career took off when she was cast as Munirah in the popular TV series Kau Yang Terindah, directed by Erma Fatima. Emma also appeared as Nawwal Husna in Projek Memikat Suami, another TV drama. 

Her exotic looks, as a result of Malay and Scottish parentage, has led to Emma being named one of the 100 Most Beautiful Faces of 2014 by TC Chandler. She has a fan club called Emavengers. 


About Liyana Jasmay
Actress and singer Liyana binti Jasmay’s career began at the age of nine, when she appeared in local TV drama Si Lembik. She then debuted on the silver screen in Castello, which earned her a nomination for the Best New Actress Award at the Malaysian Film Festival 2006. 

Three years later, she won the Best Actress award at the Malaysian Film Festival 2009 for her role in Papadom and in an indie-gone-mainstream movie, KAMI. Liyana married her childhood sweetheart, Fathuddin Mazlan, in February 2013 and is mother of a one-year-old daugther.

About University Malaya Medical Centre (UMMC)
 A MINIMUM OF RM 50,000 WAS GIVEN TO UMMC WITH MORE TO COME!
A MINIMUM OF RM 50,000 WAS GIVEN TO UMMC BUT MORE IS COMING! 
UMMC was officially opened on 5 August 1968. Working closely with the Faculty of Medicine, the centre lives up to the university’s motto: Ilmu Punca Kemajuan (Knowledge is the Key to Success). UMMC, which falls under the Ministry of Higher Education, strives to provide the best health service and treatment through learning and research.

About Melinda Looi
A purveyor of fine art and vintage chic, Melinda Looi is fashion's answer to Avant-garde in Malaysia, the full throbbing force of elaborate detail and unconventional style.

Melinda Looi was born as a daughter of a renowned tailor but her career in fashion was not a planned one. After winning a scholarship to La Salle School of Fashion in Montreal, it was her graduation collection that catapulted her into the spotlight, earning her the Malaysian Young Designer Award 1995 in Kuala Lumpur. 

Melinda entered the demanding and exuberating world of fashion design, carving her niche in various stage productions as well as working with the television and film industry in Malaysia and Canada.

With her unique ability to combine fiction and function into her designs it has won herself major awards, especially to mention twice the prestigious Designer of the Year Award at the Malaysian International Fashion Awards in 2004, 2006 and the Mercedes Benz STYLO Designer of the Year award in 2009. 

She was being selected as a Malaysian representative at World Fashion Week to be held in Paris in 2013, with one of her couture pieces being showcased in fashion weeks around the globe as part of the build-up activities leading up to the actual event. 

Melinda’s latest accolades include an award for 2014 Sport and Art Trophy from International Olympic Council, Switzerland.

AWARDS & ACCOLADES

              2014 IOC Sport and Art Trophy, Malaysia/Switzerland
              Malaysian Representative at World Fashion Week 2014, Paris, France
              Nominated for Fashion Designer of the Year at 3DPS Awards 2013, London
              Winner of “Great Women of Our Time” Awards 2013 (Design & Style category) by The Malaysian Women’s Weekly
              First 3D Print Fashion Show in Asia, 2013, Kuala Lumpur
              Designer of the Year 2009, Mercedes Benz STYLO Fashion Awards, Kuala Lumpur
              Designer of the Year 2006, MIFW, Kuala Lumpur
              Designer of the Year 2004, MIFW, Kuala Lumpur
              Most Dynamic Designer 2003, MIFA, Kuala Lumpur
              Asia Pacifica Young Designer Award 2000, Hong Kong
              Winter Wedding Dress Contest 1997, Canada
              White Creation Award 1997, Canada
              ASEAN Designer Award 1995, Singapore
              Cotton Award 1995, Japan
              Malaysia Young Designer Award 1995, Kuala Lumpur

LIYANA JASMAY



EMMA MAEMBONG


EMCEE EDWIN SUMUN IN ACTION
GREAT BALANCING ACT BY ARTISTE FROM SWISS DREAM CIRCUS

















OPENING ACT OF FASHION SHOW!











THE NECK RUFF IS AN EMBELLISHMENT AND DOES NOT COME WITH DRESS
NEITHER DOES THIS BALL CAP
LOOKS LIKE MELINDA LOOI IS DOING PART TIME MODELLING TO EARN POCKET MONEY DUE TO GST
ANOTHER MELINDA LOOI LOOKALIKE!
OH WELL, IF I WERE MELINDA I WOULD FORCE EVERY MODEL TO HAVE MY HAIR STYLE AS THIS IS MELINDA LOOI'S COIFFURE
YUP SHE IS MELINDA LOOI ALRIGHT
OR MAYBE NOT
LOVE THE MANE
VERY DE LION KING


BACK ALSO VERY DE NICE


















































FINALE


SPONSORS GETTING TOKENS OF APPRECIATION


PROFESSOR THONG GETTING CHEQUE FOR UMMC








KUDOS TO THE TRIO OF DESIGNERS FOR HELPING RESEARCH INTO RARE CHILDREN'S DISEASES
WELL DONE, BRAVO!

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