Wednesday, December 22, 2010


Arguably the biggest fashion event in Malaysia, M-IFW is an ongoing effort by the Malaysian International Fashion Alliance (mifa) to support the professional development of local fashion designers and promote the Malaysian fashion industry in the global arena. This is the eight instalment of the annual event and it will take place at Pavilion Kuala Lumpur from Nov 2 to 6. Popular local designers such as Michael Ong, Datuk Bernard Chandran, Datuk Farah Khan and Eric Choong are among the 70 Malaysian designers who will showcase their designs at the five-day event. International brands such as Emilio Pucci, Helmut Lang and Halston will also make an appearance at M-IFW’10, which will feature 18 fashion showcases altogether. Up-and-coming new designers from Malaysia will get a chance to flaunt their creations at the event too.

Endorsed by Malaysian External Trade Development Corporation or Matrade, the M-IFW also attracts trade and industry members including designers, fashion buyers and lifestyle media from the Asian region, Middle East, Australia and New Zealand.

Highlights for M-IFW’10 will include the launch of Maxis’ online/mobile fashion portal, a photography exhibition featuring 100 iconic Malaysian personalities by renowned local photographer Bustamam Mokhtar, the annual Malaysia-International Fashion Awards (M-IFA) Gala as well as a charity children’s fashion show entitled Fashion Gives Back for the opening slot.

The Fashion Gives Back exhibition, which will be set up in Café Stelle in Pavilion Kuala Lumpur from Nov 2 for two weeks, is done in collaboration with renowned Malaysian human sculptor Khing Chan. The exhibition is a preview of the art showpieces that Chan will create for the charity auction in June next year.

The art pieces that will be created for the charity auction include 20 boxes comprising life-like figurines of famous fashion personalities such as Bernard Chandran, Karl Lagerfeld, Asian supermodel Liu Wen and Anna Wintour. The figurines will be paired with limited edition items from 20 luxury brands including Tiffany & Co. Further, the signature art piece that will be up for auction is a miniature model of the stage of M-IFW’10. Seated at the front row of the miniature stage will be sculptures of famous international and Malaysian personalities, including our current Prime Minister.

The highest bidder will not only win the entire miniature stage art piece along with the sculptures and a chandelier courtesy of Alfo lighting, he or she will also be sculpted by Chan and be placed next to the Prime Minister in the art piece.

The funds raised via the event will be channeled to selected organisations to help children. Celebrity host and model Deborah Henry spearheads sponsorship efforts for the charity project.

In conjunction with M-IFW’10, mifa together with Maxis and Enrich Malaysia Airlines, is also organising a Paris contest that is open to all Maxis users. The lucky winner will win a return economy ticket to Paris to catch an exclusive photo shoot for a fashion spread for Glam magazine featuring former beauty queen Deborah Henry. The lucky guy/gal will also take home a mobile device from Maxis, an outfit from Morgan worth RM1,000 and cosmetics products from M.A.C worth RM500. Five consolation prize winners will also win mobile SIM cards from Maxis, Tiffany & Co. merchandise, outfits from Morgan worth RM200, as well as M.A.C products worth RM200.

To enter, visit the Pavilion from Nov 1 to 30 and snap a picture of yourself in front of the “photo wall” dressed in your best Paris-inspired outfit. Post the photo on the Paris contest “Wall of Fame” at mifa’s online portal, and a panel of judges will pick the best photo.


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