EMEL by Melinda Looi is not just a fashion brand, it is also a social welfare betterment initiative. This annual, socially conscious Raya collection takes advantage of the festive season to give back to those who need it the most. In previous years, Melinda Looi has raised funds for causes ranging from rare diseases in children to coral reef preservation to cardiovascular diseases. This year, EMEL 2017 main goal is to assist in eradicating issues relating to hunger in Malaysia, at the same time, making sure the people who need it the most will be rested with full bellies this coming Raya. “Colourful Tradition” is the name of this years collection, drawing inspiration from the cultural beauty one can find during the month of Raya. This luxurious line of garments feature modern and colourful prints, geometrical lines, and flowery patterns. Designed with versatility and modern style in mind, this collection comes in a variety of shades to choose from depending on your mood and occasion. Either way, each piece remains impeccably designed with great attention to detail, from embroidered lace panels to intricate bead work. Part of the funds raised from sales of EMEL 2017 will be donated to CHARITY RIGHT, a charity organisation that will help distribute the food and funding to schools, refugee centers and orphanages nation-wide. Melinda Looi has also partnered with Ben’s Independent Grocer (B.I.G.), DS BORNE0 and THE GOOD SHOP to provide RM70,000 worth of food and aid to help further the cause.
"Colourful Tradition" is the name of the line designed by Emel by Melinda Looi, exclusively for the month of Raya. The luxurious collection is inspired by exuberant colours, geometrical lines and unique prints. With an elegant, modern twist on the traditional baju kurung, Emel by Melinda Looi is your go-to destination for traditional occasion wear.Shop Emel by Melinda Looi on Shoppr for luxurious Baju Kurungs!