Every Raya is a journey – back to one’s home and family – bringing back treasured memories of childhood, of happy days filled with fun and laughter. The lightness of the festivities, the cheerfulness of the occasion are captured perfectly in the latest Baju Raya collaboration between actresses Emma Ma’embong, Liyana Jasmay and designer Melinda Looi – which is a riot of colours befitting the theme, “Colourful Journey”.
In the collection you will find this year’s trends such as art deco, metallic colours and lines, with a touch of the celebrities’ and designer’s personal favourites. Given Liyana’s preference for pastel colours, her line is dominated by pretty pinks, baby blues, lilac and the softest greys. The Emma Maembong x emel collection, meanwhile, showcases bolder colours in Emma’s favourite shades of blue as well as green, red, brown and purple.
In keeping with tradition, a percentage of sales from this collection will be channeled towards charity of the celebrities’ choice. This time around, Emma and Liyana jointly decided to support the University Malaya Medical Centre (UMMC), a unit at the university, which focuses on rare diseases afflicting children.
So while adding colour and cheer to Raya 2015, and appealing to modest fashionistas in Malaysia and beyond, the emel x Emma Maembong and emel x Liyana Jasmay collections will also bring fresh hope to the lives of young Malaysian patients.
The collections can be pre-ordered from 19 May and will be available online at Zalora, Lazada, FashionValet as well as the official Emel by Melinda Looi online store. Retail shoppers can find the collections at Parkson Pavillion, KLCC and Maju Junction, as well as the Melinda Looi showroom on Jalan Maarof Bangsar.