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Mellooi Creation Sdn. Bhd.

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"emel By Melinda Looi" Launches Baju Raya 2014 and Collaboration with Diana Danielle; Partners with Volkswagen Group Malaysia to Give Away Car

"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.

Kuala Lumpur, Malaysia, June 11, 2014 --( emel by Melinda Looi launch event photos:
Diana Danielle x emel lookbook photos:
Campaign photos:
emel by Melinda Looi Lookbook photos:

"emel by Melinda Looi" just launched its Baju Raya 2014 collection, including a capsule collection co-created by celebrity actress Diana Danielle and a joint contest with Volkswagen Group Malaysia to give away a Polo Sedan for the upcoming Balik Kampung exodus.

"emel by Melinda Looi" is a socially conscious fashion initiative by multi-award winning designer Melinda Looi. In line with emel’s brand direction of collaborating with local celebrities to promote the spirit of giving during Ramadhan, Melinda 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 IJN Foundation, as nominated by Diana Danielle, to help the poor heart patients seeking treatment at the Institut Jantung Negara (IJN).

“I visited the paediatric ward of IJN assisted by the IJN Foundation personnel one day, and the sight of so many children suffering from cardiovascular conditions really tugged at my heartstrings. Many of their parents cannot afford to pay for treatment, which is where the IJN Foundation comes in to help. I hope that this collaboration with Melinda Looi would contribute towards the treatment of some children too,” said Diana, who is also the mother of an eleven-month old baby boy.

“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,” added Melinda.

The design elements found in both collections originate from the beautiful Islamic art and architecture of the Alhambra, a Spanish palace that is recognized as a UNESCO world heritage site. 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 graceful, fluid garment styles. There is also prominent use of embroidered lace, sparkling embellishments, and interesting trimmings to achieve a bold and structured, yet feminine look. The two collections, "emel by Melinda Looi" and "Diana Danielle x emel" are available in a variety of colours, cuts, designs and patterns in numerous high quality fabrics from fluid crepe, cotton, and linen, to more structured and formal duchess satin and jacquard pieces

From traditional Baju Kurung to modern, edgier pieces as well as sophisticated evening looks for dressier occasions, "emel by Melinda Looi" 2014 aims to provide a complete day to night range of Baju Raya for all women. There are also Baju Melayu outfits catering to couples and families seeking co-ordinating outfits for Raya. Retail prices range from RM280 – RM480.

To make the launch even more exciting, emel 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 just in time for their balik kampung journey this Ramadhan. To participate, just log on to and fill out a simple online survey. Alternatively, contest forms are available at all emel by Melinda Looi retail points of sale and selected Volkswagen dealers nationwide. The winner will be selected via random draw. No purchase is necessary to enter.

"emel by Melinda Looi" and "Diana Danielle x emel" will be sold online at ZALORA Malaysia, ZALORA Singapore, Fashion Valet, and emel by Melinda Looi’s official webstore. It will be available in stores at the Melinda Looi Showroom, Parkson Pavilion and KLCC, as well as ShoesShoesShoes boutiques.

Points of Sale
Melinda Looi Showroom
131, Jalan Maarof, 59100 Bangsar, Kuala Lumpur

Melinda Looi Counter:
Parkson Pavillion (4th floor)

Melinda Looi Pop-up Counter
Parkson KLCC (2nd Floor)

Shoes Shoes Shoes outlets

Online Stockists:
ZALORA Malaysia (
ZALORA Singapore (
Fashion Valet (
emel by Melinda Looi webstore (
Contact Information
Mellooi Creation Sdn. Bhd.
Justina Seow
+6-03-2093 2279
131, Jalan Maarof, 59100 Bangsar, Kuala Lumpur, Malaysia

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