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| Melinda Looi with Diana Danielle. Looi's emel by Melinda Looi has partnered with Volkswagen Group Malaysia to launch a “Safe and Stylish Balik Kampung” contest from 10 June – 10 July 2014. One lucky person stands to win a Volkswagen Polo Sedan in time for their balik kampung (return home) journey this Ramadhan. To participate, log on to http://bit.ly/emelxVW and fill out a survey. Contest forms are also available at all emel by Melinda Looi retail points of sale and selected Volkswagen dealers in Malaysia. The winner will be selected via random draw. No purchase is necessary to enter. |
The brainchild of designer Melinda Looi, emel collaborates with local celebrities to promote the spirit of giving during Ramadhan. Looi invited Malaysian actress, model, TV host Diana Danielle to co-design "Diana Danielle x emel" (Diana Danielle for emel), a capsule collection of ladies’ Baju Raya inspired by the celebrity’s personal style of youthful, feminine elegance. A portion of sales proceeds from both collections will be channelled to the Institut Jantung Negara (IHN) Foundation, as nominated by Diana Danielle, to help needy heart patients.
"Children are our future. I believe it is our responsibility to care for them, even if they’re not our own. Diana and I are both mothers, so we feel strongly about contributing to a cause that provides assistance to children, especially because they cannot help themselves,” said Looi.
The design elements found in both collections are inspired by the Islamic art and architecture of the Alhambra, a UNESCO world heritage site in Spain. Reflecting traditional Islamic motifs of geometric patterns in bright colours, a key highlight of the emel by Melinda Looi 2014 and Diana Danielle x emel collections are several exclusively designed prints which were inspired by Islamic tiles, softened by floral illustrations and cut in fluid garment styles. There is also prominent use of embroidered lace, sparkling embellishments, and unusual trimmings to achieve a bold and structured yet feminine look.
Both collections are available in a variety of colours, cuts, designs and patterns in quality fabrics including crepe, cotton, and linen, duchess satin and jacquard.
Emel by Melinda Looi 2014 features a day to night range of Baju Raya for ladies as well as Baju Melayu outfits for couples and families seeking co-ordinating outfits for Raya.
Emel by Melinda Looi 2014 features a day to night range of Baju Raya for ladies as well as Baju Melayu outfits for couples and families seeking co-ordinating outfits for Raya.
The two collections are sold online at ZALORA Malaysia, ZALORA Singapore, Fashion Valet, and emel by Melinda Looi’s official webstore. The clothes will be available in stores at the Melinda Looi Showroom, Parkson Pavilion and KLCC, as well as ShoesShoesShoes boutiques as well. Retail prices range from RM280 to RM480.
*All images from emel by Melinda Looi.