Emel 2017 Collection Launch.

It’s a wrap!

Emel 2017 Collection launched on the 20th of April 2017 and at Ben’s Independant Grocer, Glo Damansara. Being a socially conscious Raya Collection, Emel’s  2017 campaign is focused on hunger whereby BEN’S INDEPENDENT GROCER (B.I.G.), DS BORNE0 and THE GOOD SHOP to collect funds and food aid of RM70,000,-

Before the fashion show, the team drank enough coffee to last for the entire day, set up the registration counter, and made sure that all seats were occupied with awesome goody bags and exclusive Emel blankets. The goody bags consisted of cereal boxes, beauty products from Sephora, and Emel travel chilli.




Our Brand Manager, Hanim, checking seat coordinates.

We exhibited hunger facts around the supermarket and gave attendees a tour before guiding them to the refreshment area provided by Nescafe Dolce Gusto and KL Cocktail Co. before they were ushered to their seats.




During the arrival of guests, they can be seen goofing around the photo wall area, showing big smiles, and posing for the camera! Some of our guests also wore the Emel 2017 Collection pieces to the show which can be seen on Marsha Milan, Sharifah Amani, Sharifah Aleysha, and Yasmin Hani.

Celebs goofing around





After the photo session, our emcee Edwin (photo above) announced that the show will be starting soon and everyone took their seats and settled down. As soon as the music started playing and the runway lights flickered on, everyone kept quiet, took their phones out, and started recording the show. There were a lot of oohs and aahs while the models were walking down the runway so its safe to say that the show was an amazing one!

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“Colourful Traditions” is a luxe yet vibrant collection inspired by the beauty found in our culture during the month of Raya. The collection features exuberant colours and unique prints, reflecting on the meaningful and joyous celebration. Geometrical lines were inspired by the weaving of leaves to make Ketupat, the symbol of Raya,  whereas the flowers signify compassion and generosity, in line with Emel by Melinda Looi’s spirit of giving back.



The show ended with Melinda standing in the middle of the models and guests while everyone applauded. Looking forward to the next show, till then!

For more photos, view it on our Facebook page here. Shop the collection now at:

Zalora: http://bit.ly/emel17-zalora
Fashion Valet: http://bit.ly/emel17-FV
Emel: http://bit.ly/emel2017

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