ABOUT THE EMEL INITIATIVE
'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. In line with emel’s brand direction of collaborating with local celebrities to promote the spirit of giving during Ramadhan, Melinda Looi invited a group of six celebrities who calls themselves CLPTS for a capsule collection of ladies’ baju raya.
A percentage of sales proceeds from the emel by Melinda Looi 2016 collection will be channelled to the Reef Check Malaysia , a non-profit organization with a mission to receive, raise, manage and also engage with the local community as well as protect, restore and revive coral reefs in Malaysia.
Funds donated by emel by Melinda Looi will be used for Reef Check Malaysia’s efforts in coral conservation, with a special focus on educating school kids in island communities and in cities alike on the importance of marine conservation, in addition to taking them on fun activities such as snorkeling lessons and community beach clean ups.
THE COLLECTION 2016 – COLOURS OF THE SEA
Colours of the Sea” is a colourful fun collection inspired by the beauty, colours and serenity of underwater life. The collection was guest designed by the following lovely ladies from Celebrities with Pet Projects (#clpts):
Aishah Sinclair: Radio announcer, tv host and fitness enthusiast
Atilia Haron: Singer, yoga instructor and entrepreneur
Daphne Iking: Actress and tv host
Dynas Mokhtar: TV host, actress and avid diver
Serena C: TV host, emcee
Sazzy Falak: TV presenter and actress
This exclusive celebrity baju kurung collection features unique underwater-inspired prints in captivating colours, reflecting the diversity and tranquility of marine life. Designed to be versatile yet easy to mix and match, the collection includes maternity-friendly detailing with its flattering bias cut and breastfeeding-friendly tops.
There is also prominent use of embroidered lace, sparkling embellishments, and interesting trimmings to achieve a bold and structured, yet feminine look. The six collections, ‘emel by Melinda Looi’ and ‘CLPTS’ 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’ 2016 aims to provide a complete day to night range of baju raya for all women.