News / campaign shoot
This year for 'emel by Melinda Looi' 2014 Raya collection, 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.
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.
Behind the scenes of the Emel x Diana Danielle campaign shoot.
Raya For Her collection under the ‘emel’ by Melinda Looi label Campaign pictures with actress-singer Maya Karin, whom we used as the face for our Raya collection shoot together with my own Maya Luebbert.