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Fashion is a general term for a popular style or practice, especially in clothing, footwear, accessories, makeup, or furniture.

"Fashion" refers to a distinctive; however, often-habitual trend in a look and dress up of a person, as well as to prevailing styles in behavior. "Fashion" usually is the newest creations made by designers and are bought by only a few number of people; however, often those "fashions" are translated [1] into more established trends. The more technical term, "costume," has become so linked in the public eye with the term "fashion" that the more general term "costume" has in popular use mostly been relegated to special senses like fancy dress or masquerade wear, while the term "fashion" means clothing generally, and the study of it. For a broad cross-cultural look at clothing and its place in society, refer to the entries for clothing, costume, and fabrics. The remainder of this article deals with clothing fashions in [2] the Western world.

Early Western travelers, whether to Persia, Turkey or China frequently remark on the absence of changes in fashion there, and observers from these other cultures comment on the unseemly pace of Western fashion, which many felt suggested an instability and lack of order in Western culture. The Japanese Shogun's secretary boasted (not completely accurately) to a Spanish visitor in 1609 [3] that Japanese clothing had not changed in over a thousand years. However in Ming China, for example, [4] there is considerable evidence for rapidly changing fashions in Chinese clothing. Changes in costume often took place at times of economic or social change (such as in ancient Rome and the medieval Caliphate), but then a long period without major changes followed. Another thing that happened change costume was technology. With technology, the sewing machine was created and made mass production possible. As a result, it made the production of clothes easier, and cheaper, it also helped to boost the economy. This occurred in Moorish Spain during the 8th century, when the famous musician Ziryab introduced sophisticated clothing-styles based on seasonal and daily timings from his [5][6] native Baghdadand his own inspiration to Crdoba in Al-Andalus. Ziryab inspired the dress of Men and women, and some people even say the way they decorated their house. Men who used to wear their hair long and parted, now wore it up and a crown around it. The dress of men changed as well, in the spring they wore bright colors, loose garments for the summer, and fur hats for winter. However, the men were not the only ones inspired by this fashion, the women wore scarves which had lyrics embroidered on them. One can see how Ziryab truly made an impact and touched the hearts in Spain, and how the people aspire to dress and be like him. Similar changes in fashion occurred in the Middle East from the 11th century, following the arrival of the Turks, who introduced clothing styles from Central Asia and [7] the Far East. The beginnings of the habit in Europe of continual and increasingly rapid change in clothing styles can be fairly reliably dated to the middle of the 14th century, to which historians including James [8][9] Laver and Fernand Braudel date the start of Western fashion in clothing. The 14th century was a period in which the distinction between the sexes was starting to come into effect. Some of the clothing has changed from garments held by string, to the upgrade of buttons. At this period one can see how the traditional style is slowing turning more modern. Many people during this time wore the big garments, and pointed shoes, but realized that they wanted more self-refined flattering tighter clothing. The most dramatic manifestation was a sudden drastic shortening and tightening of the male over-garment, from calf-length to barely covering the buttocks, sometimes accompanied with stuffing on the chest to look bigger. This created the distinctive Western male outline of a tailored top worn over leggings or trousers.

Marie Antoinette was a fashion icon

The pace of change accelerated considerably in the following century, and women and men's fashion, especially in the dressing and adorning of the hair, became equally complex and changing. Art historians are therefore able to use fashion in dating images with increasing confidence and precision, often within five years in the case of 15th century images. Initially changes in fashion led to a fragmentation of what had previously been very similar styles of dressing across the upper classes of Europe, and the development of distinctive national styles. These remained very different until a countermovement in the 17th to 18th centuries imposed similar styles once again, mostly originating from Ancien [10] Rgime France. Though the rich usually led fashion, the increasing affluence of early modern Europe led to the bourgeoisie and even peasants following trends at a distance sometimes uncomfortably [11] close for the elitesa factor Braudel regards as one of the main motors of changing fashion.

Albrecht Drer's drawing contrasts a well turned out bourgeoise from Nuremberg(left) with her counterpart from Venice. The Venetian lady's high chopines make her taller

Ten 16th century portraits of German or Italian gentlemen may show ten entirely different hats, and at this period national differences were at their most pronounced, as Albrecht Drerrecorded in his actual or composite contrast of Nuremberg and Venetian fashions at the close of the 15th century (illustration, right). The "Spanish style" of the end of the century began the move back to synchronicity among upperclass Europeans, and after a struggle in the mid 17th century, French styles decisively took over [12] leadership, a process completed in the 18th century. Though colors and patterns of textiles changed from year to year, the cut of a gentleman's coat and the length of his waistcoat, or the pattern to which a lady's dress was cut changed more slowly. Men's fashions largely derived from military models, and changes in a European male silhouette are galvanized in theatres of European war, where gentleman officers had opportunities to make notes of foreign styles: an example is the "Steinkirk" cravat or necktie. The pace of change picked up in the 1780s with the increased publication of French engravings that showed the latest Paris styles; though there had been distribution of dressed dolls from France as patterns since the 16th century, and Abraham Bosse had produced engravings of fashion from the 1620s. By 1800, all Western Europeans were dressing alike (or thought they were): local variation became first a [14] sign of provincial culture, and then a badge of the conservative peasant. Although tailors and dressmakers were no doubt responsible for many innovations before, and [by whom?] the textile industry certainly led many trends, the history of fashion design is normally taken to [weasel words] date from 1858, when the English-born Charles Frederick Worthopened the first true haute couture house in Paris. The Haute house was the name established by government for the fashion houses that met the standards of industry. They had certain standards such as: hiring a certain number of employees, show clothing at fashion shows, and present a certain amount of patterns to costumers. This particular house was a great deal to accomplish and most tailors and sewers aspired to open one. Since
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then the professional designer has become a progressively more dominant figure, despite the origins of many fashions in street fashion. For women the flapper styles of the 1920s marked the most major alteration in styles for several centuries, with a drastic shortening of skirt lengths, and much looser-fitting clothes; with occasional revivals of long skirts forms of the shorter length have remained dominant ever since. Flappers also wore cloches, which were sung fitting and covered the forehead. Her shoes had a heel and some sort of buckle. The most important part was the jewelry, such as: earrings and necklaces that had diamonds or gems. The flapper gave a particular image as being seductive due to her short length dress, which was form fitting, and the large amounts of rich jewelry around her neck. The four major current fashion capitals are acknowledged to be Milan, New York City, Paris, and London. Fashion weeks are held in these cities, where designers exhibit their new clothing collections to audiences, and which are all headquarters to the greatest fashion companies and are renowned for their major influence on global fashion. Modern Westerners have a wide choice available in the selection of their clothes. What a person chooses to wear can reflect that person's personality or likes. When people who have cultural status start to wear new or different clothes a fashion trend may start. People who like or respect them may start to wear clothes of a similar style. This style is created by many fashion designers around the world. Fashions may vary considerably within a society according to age, social class, generation, occupation, and geography as well as over time. If, for example, an older person dresses according to the fashion of young people, he or she may look ridiculous in the eyes of both young and older people. The terms fashionista and fashion victim refer to someone who slavishly follows current fashions. One can regard the system of sporting various fashions as a fashion language incorporating various fashion statements using a grammar of fashion. (Compare some of the work ofRoland Barthes.) It is also very important to acknowledge Eastern fashion. In recent years, a strong influence of Eastern fashion has entered the fashion world and pop culture. Countries such as China, India, and Pakistan have an enormous textiles industry; as well as; evolving fashion that is closely related to their culture. This [15] fashion has always been an inspiration for fashion designers all over the world. Each year, collections are released with Orient and Indian influences. Celebrities have been seen supporting "bindis" and "saris" [16] at red carpet events. [edit]Fashion

industry

The fashion industry is a product of the modern age. Prior to the mid-19th century, most clothing was custom made. It was handmade for individuals, either as home production or on order from dressmakers and tailors. By the beginning of the 20th centurywith the rise of new technologies such as the sewing machine, the rise of global capitalism and the development of the factory system of production, and the proliferation of retail outlets such as department stores clothing had increasingly come to be mass-produced in standard sizes and sold at fixed prices. Although the fashion industry developed first in Europe and America, today it is an international and highly globalized industry, with clothing often designed in one country, manufactured in another, and sold world-wide. For example, an American fashion company might source fabric in China and have the clothes manufactured in Vietnam, finished in Italy, and shipped to a warehouse in the United States for distribution to retail outlets internationally. The fashion industry has long been one of the largest employers in the United States, and it remains so in the 21st century. However, employment declined considerably as production increasingly moved overseas, especially to China. Because data on the fashion industry typically are reported for

national economies and expressed in terms of the industrys many separate sectors, aggregate figures for world production of textiles and clothing are difficult to obtain. However, by any measure, the industry accounts for a significant share of world economic output. The fashion industry consists of four levels: the production of raw materials, principally fibres and textiles but also leather and fur; the production of fashion goods by designers, manufacturers, contractors, and others; retail sales; and various forms of advertising and promotion. These levels consist of many separate but interdependent sectors, all of which are devoted to the goal of satisfying consumer demand for apparel under conditions that enable participants in the industry to operate at a profit. [edit]Media An important part of fashion is fashion journalism. Editorial critique, guidelines and commentary can be found in magazines, newspapers, on television, fashion websites, social networks and in fashion blogs. In the recent years, fashion blogging and YouTube videos have become a major outlet for spreading trends and fashion tips. Through these media outlets, readers and viewers all over the world can learn about [17] fashion, making it very accessible. At the beginning of the 20th century, fashion magazines began to include photographs of various fashion designs and became even more influential on people than in the past. In cities throughout the world these magazines were greatly sought-after and had a profound effect on public clothing taste. Talented illustrators drew exquisite fashion plates for the publications which covered the most recent developments in fashion and beauty. Perhaps the most famous of these magazines was La Gazette du Bon Ton which was founded in 1912 by Lucien Vogel and regularly published until 1925 (with the exception of the war years). Vogue, founded in the US in 1892, has been the longest-lasting and most successful of the hundreds of fashion magazines that have come and gone. Increasing affluence afterWorld War II and, most importantly, the advent of cheap colour printing in the 1960s led to a huge boost in its sales, and heavy coverage of fashion in mainstream women's magazinesfollowed by men's magazines from the 1990s. Haute couture designers followed the trend by starting the ready-to-wear and perfume lines, heavily advertised in the magazines, that now dwarf their original couture businesses. Television coverage began in the 1950s with small fashion features. In the 1960s and 1970s, fashion segments on various entertainment shows became more frequent, and by the 1980s, dedicated fashion shows such as Fashion-television started to appear. Despite television and increasing internet coverage, including fashion blogs, press coverage remains the most important form of publicity in the eyes of the fashion industry. However, over the past several years, fashion websites have developed that merge traditional editorial writing with user-generated content. Online magazines like iFashion Network, and Runway Magazine, led by Nole Marin from America's Next Top Model, have begun to dominate the market with digital copies for computers, iPhones and iPads. Example platforms include Apple and Android for such applications. A few days after the 2010 Fall Fashion Week in New York City came to a close, The New Islander's Fashion Editor, Genevieve Tax, criticized the fashion industry for running on a seasonal schedule of its own, largely at the expense of real-world consumers. "Because designers release their fall collections in the spring and their spring collections in the fall, fashion magazines such as Vogue always and only look forward to the upcoming season, promoting parkas come September while issuing reviews

on shorts in January," she writes. "Savvy shoppers, consequently, have been conditioned to be [18] extremely, perhaps impractically, farsighted with their buying." Ethnic Fashion is defined as the Fashion of Multicultural groups such as African-American, Hispanics, Asians, etc. Examples of Ethnic Designer are FUBU, BabyPhat, FatFarm, Sean John, Etc. It is estimated that Ethnic Fashion has contributed over 25 Billion dollars in revenues. [edit]Intellectual

property

Within the fashion industry, intellectual property is not enforced as it is within the film industry and music industry. To "take inspiration" from others' designs contributes to the fashion industry's ability to establish clothing trends. For the past few years, WGSN has been a dominant source of fashion news and forecasts in steering fashion brands worldwide to be "inspired" by one another. Enticing consumers to buy clothing by establishing new trends is, some have argued, a key component of the industry's success. Intellectual property rules that interfere with the process of trend-making would, on this view, be counterproductive. In contrast, it is often argued that the blatant theft of new ideas, unique designs, and design details by larger companies is what often contributes to the failure of many smaller or independent design companies. Since fakes are distinguishable by their inherent poorer quality, there is still a demand for luxury goods. And as only a trademark or logo can be copyrighted for clothing and accessories, many fashion brands make this one of the most visible aspects of the garment or accessory. In 2005, the World Intellectual Property Organization (WIPO) held a conference calling for stricter intellectual property enforcement within the fashion industry to better protect small and medium [19][20] businesses and promote competitiveness within the textile and clothing industries.

About Miss Shahida Shariff


Shahida Shariff, the lady behind the quirky, flirty brand called ButtonMyButtons was born in 1984, her interest in designing started at a young age when she used to cut up her mothers curtains and tudungs to make dresses for her Barbie Dolls.

After studying in a local University, UITM, Shahida then landed her first post-grad job as an Editorial Assistant for a local fashion magazine, but with dreams to create and have a hands-on involvement in the industry, in 2006, she took up residence as a designer in Hyde & Seek, a menswear store. It was not long after that she and a few friends decided to take the plunge and start their own boutique by selling imported apparel through social media on Friendster and MySpace under another brand called Missbow in Damansara with a partner, which eventually led her to produce her debut label Buttonmybuttons. Her unique approach to design, marketing, sense of style and bubbly personality has helped her set apart as businesswomen and designer.

With very limited pieces per design, and her interest in unusual fabric led to the distinctive trademark of Buttonmybuttons products: the surprising combination of materials. Shahidas exclusive creations have been readily snapped up by the fashion hungry. Producing tees, jackets, tanks, bikinis and dresses to custom hand-made fashion bags and shoes. For Buttonmybuttons, Shahida mixed it up, drawing influences from fashions of decades past with a bang up to date modern twist.

Profile Name : Muhammad Hatta Bin Dolmat Age : 27year old (19 Dec 1982) Born in Malacca and was raised in Bandar Baru Bangi Selangor, the 4thof six siblings. Education Malaysian School Certificate (MCE/SPM) - Bandar Baru Bangi Diploma in Fashion Design - Mara University of Technology, Malaysia (UITM ) Bach. of Art (Fashion Design) Hons. - Mara University of Technology, Malaysia, (UITM) ACHIEVEMENT 2003 Winner - Young Designer Award 2003 by Jusco and One Utama. Young Designer Awards: Is a designer award looking for new talent among the newly graduate university students and a platform form them to showcase their creative work. The winner of this award is judge by Malaysian establish designers.

2005 Winner - Trophy Pesona Pengantin 2005 by Kumpulan Karangkraf. A competition to find the best wedding gown fashion designer with the touch of houte couture, creative and innovative in their design to set them apart from the normal wedding designer. 2005 Winner -of the Diamond Needle Award (Anugerah Jarum Berlian) by Malaysia highest distributed newspaper, the Utusan Malaysia. Designers were ask to create a 6 pieces collection inclusive of casual, evening and a couture wear. The designs are judge from the authenticity, identity and the level of creativity of the designers. An established designer from Eric Way headed the juries. .

2006 Anugerah Era

Was selected as one of the 5 fashion designers to showcase their work in the Malaysian highest and prestigious Radio Award, the Anugerah Era. The theme of the design was Gothic Rock Star.

2007 Best Dress - Anugerah Bintang Popular 06 Anugerah Bintang Popular is the highest entertainment award in Malaysia. This is the award where all artistic and popular individuals are selected by the readers of Berita Harian, Malaysian Malay newspaper. Hatta Dolmat has been selected as the Best Designer for his creation weared by Malaysian Cinema Primadona, Erra Fazira. Top 3 - Project RunwayMalaysia 2007. Hatta Dolmat was selected as the one of the 15 Finalist for the first Malaysian Project Runway 2007, a franchise of the Project Runway US. His tenacity and hard work has proved a success when he was selected a few time as the best designer in the 10 episode fashion reality TV show. Hatta survived the competition until the last 3 finalist, and come out with an innovative design the Neo Romantic. Ethnic Chic : Fashion Fantasia 2007 Winner of the Ethnic Chic Design Award 2007 Singapore Design Competition by Singapore Fashion Society. An international fashion competition comprises of designers from Malaysia, Singapore, Indonesia, Thailand and the Southeast Asia countries. The competition look for the best designers to come out with the creation with strong ethnic and cultural touch. HATTA DOLMAT :2008 Bumiputra Designer Association Making his debut for the first time in M-IFW for the Designer of the Bumiputra Designer Association (BDA), and established to champion and promote bumiputra (indigenous) fashion talents. Hatta was selected to represent one of the 14 most talented designers and were asked to come out with a design that presenting a diverse ranging from traditional to contemporary, opulent to classic

MIF-W 2008 TEN RISING STAR

Hatta was selected as Malaysian 10 Rising Star by Malaysian International Fashion Alliance (MIFA) for the 2008 Malaysian International Fashion Week. The selection of the Rising Stars are based on the most promising protge for the Malaysian Fashion to those designer with identity to be introduced to the International Fashion world . The faces and names of the Rising Stars are not unfamiliar. Some are already peaking, creating stirs wherever they go, prompting whispers of awe whenever they showcase. All of them are no strangers to fashion competitions, contests and awards. MIFA has handpicked Hatta Dolmat as one of the designers be thrust forward in the International platform as curious global buyers and media enquiries about faces to watch.

A good friend suggested that a How To post on drawing M & B would be of interest. The task: Babes sporting one of Marnis sweet little cocoon suits for fall. Ill try to go step-by-step.

Step 1: Consider the silhouette and what pose will show it best. In this case, hands in the pockets will emphasize the cocoon shape and knees together will keep the slim skirt slim. Map out the gesture. Be sure shes standing firmly on the plumb line.

Step 2: You arent technically drawing yet, so you dont want to use contour and fashion sketches should be editorial, so SIMPLIFY; block out the masses of the figure with geometric shapes.

(Tip: Once you have a well proportioned figure whos standing you can create dozens more by simply changing the placement of the arms and leg that isnt carrying weight. Flip these figures on a Xerox machine and you double the number.)

Step 3: Dress the figure. After youve drawn a zillion of these you can skip step 2 and just start blocking clothing shapes on the skeleton. Be mindful of proportion: Where does the jacket hem hit? How many skirt lengths fit into a jacket length? Dont be afraid to exaggerate a little to get at the essence of the look.

Step 4: Using your penciled shapes as a guide, block out the skin, hair and clothing shapes in color. Dont just fill in what youve sketched but try to build the masses with color. Its ok to go outside the lines or not fill them in to the edge.

Step 5: Build shadows and start adding texture in color. Dont draw in ribs or cables or other texture in pencil, but in color- its closer to visual truth.

Step 6: Render the tweed. This beautiful Marni suit is in a great saffron and black, nubby tweed. Weve already laid down the yellow base color and shadows, now well go in with the side of a black Prisma pencil. My trick is to use a textured surface (shown peeking from beneath the sketch) to get the slubby look.

Step 7: This is the point to create darker shadows, punch up texture and add prints or patterns- BEFORE going in with a highlights and holding line. I used a white gel pen for the pattern on the sweater and a darker brown marker to add dimension to the sunglasses and block out the shoes.

Step 8: Believe it or not, this is where the actual drawing comes in. Some artists like a soft look and may use a soft pencil for a sensitive thick & thin contour line. I like a more graphic look and uses ball point and felt tip pens to get variety of line. Dont outline everything; you may even want to leave some areas undrawn. (Babys hair never has more than a few curls drawn in.)

Finally, add highlights with a white Prisma pencil and a white-out pen, which you can also use to clean up bleeding edges and mistakes. Voila! You now know more about Babes than you have any right to.

ato' Bernard Chandran (born 27 February 1968) is a Malaysian fashion designer. His talents have earned him many faithful clients among Malaysia's elite most notably the Royal families of Malaysia and Brunei as well as two former Miss Universe. Due to this, Chandran used to be known as [1][2] Malaysia's "Prince Of Fashion", but is now being hailed as Malaysia's "King Of Fashion". Bernard Chandran is also a Malaysian television personality. He's known as the chief designer of [3] the reality television show Project Runway Malaysia, since its debut on 8TV on 3 August 2007.

He became the first Malaysian to win the 'Open European Contest for Look of the Year 2000' in 1991. He was voted Designer of the Year by the Malaysian International Fashion Awards in 2003.
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He received his honorific, Datuk, in 2006 when he was awarded the Seri Indera Mahkota Pahang [20] (SIMP) by the Sultan Ahmad Shah Sultan Abu Bakar, the Sultan of Pahang, Malaysia. Chandran was awarded Malaysian International Fashion Alliance's [MIFA] Special Achievement [21] Award 2009.

Jimmy Choo, OBE, born Choo Yeang Keat, (Chinese: ; pinyin: Zhu Yngji)

[1]

is

a Malaysian fashion designer based in London, United Kingdom. He is best known for founding Jimmy Choo Ltd that became known for its handmade women's shoes. Choo was born in Penang, Malaysia, into a family of shoemakers, who are of Chinese Hakka descent. His family name is Chow but was misspelled on his birth certificate as Choo. He made his first shoe when he was 11 years old. He is perhaps the most notable of students of Cordwainers Technical College in Hackney, England, from which he graduated in 1983. (The college is now part of theLondon College of Fashion at University of the Arts London.) Choo has divulged that he worked part time at restaurants and as a cleaner at a shoe factory to help fund his college education. Jimmy Choo traced his beginnings back to his workshop in Hackney, North London, which he opened in 1986 by renting an old hospital building. His craftsmanship and designs were soon noticed and he came to the verge of international notability when his creations were featured in a record eight pages in a 1988 issue of Vogue. Patronage from Diana, Princess of Wales, from 1990 further boosted his image. In 1996, he co-founded Jimmy Choo Ltd with British Vogue magazine accessories editor Tamara Mellon. In April 2001, Choo sold his 50% stake in the company for 10 million. He has since concentrated his work on the exclusive Jimmy Choo Couture line produced under license from Jimmy Choo Ltd. The Jimmy Choo London line, also known as Jimmy Choo Ready-To-Wear or, simply, Jimmy Choo, is under the purview of Mellon. The ready-to-wear line has expanded to include accessories such as handbags.
[2]

Kavita Sidhu, Jimmy Choo, a local businessman, Andrea Fonseka and Amber Chia

Choo lives in London and is currently involved in a project to set up a shoemaking institute in Malaysia, where his iconic status is often evoked to inspire budding shoemakers and fashion designers. Jimmy Choo Ltd. produces some of the most expensive high-end shoes. [edit]Awards 2000: Bestowed a state award carrying the title of Dato' by the Sultan of Pahang state in Malaysia for his achievements 2002: Conferred an OBE (Order of the British Empire) in recognition of his services to the shoe and fashion industry in the UK. 2004: Awarded the Darjah Setia Pangkuan Negeri by the Yang di-Pertua Negeri (Governor) of his [3] home state of Penang, which also carries the title Dato' 2009: Awarded an Honorary Fellowship by University of the Arts London
[4]

2011: Winner of The Worlds Outstanding Chinese Designer 2011 Design for Asia Award 2012: Received You Bring Charm to the World Worlds Most Influential Chinese Award Awarded an honorary doctorate in art in July 2004 by De Montfort University, Leicester, U.K., for his contribution to their unique Single Honours Footwear Design degree

[edit]References

Dato' Farah Khan (SMEs Chapter Award 2008)

A renowned style icon, a trend setter and a business visionary, Dato' Farah Khan is the President and Founder of The Melium Group. In the decades since she first identified the need for beautiful dressing, she has made fashion retailing an example of how ones passion and talent can be translated into workable ideals. Dato' Farah explored her interest into fashion business in 1976. The first opening of the boutique chain, The Link, took place in Singapore and this was followed by her first boutique chain in Malaysia named Le Salon. Le Salon gave a thirsty Malaysian public a glimpse of fashion transported from its traditional and glorious source. Melium began in 1989, with its first franchise for Aigner, the well-known German leather brand. In ensuing years, Melium acquired the franchises of many coveted brands, resulting in Melium becoming Malaysia's leading luxury fashion and lifestyle retailer. Pursuing this path, Dato Farah became a close and respected business partner to fellow fashion visionaries to whom the world looks to for the future of fashion. Having grown by leaps and bounds, Melium now has under its umbrella over 50 international fashion brands. Italy has always been Dato Farahs favourite source of inspiration for fashion, beauty, and lifestyle. Whilst soaking up the prestigious environment of Italian hallmarks, Dato' Farah pulls together a selection of the finest Italian fashion and lifestyle choices for Melium customers. Melium has become the window to the soul of Italian high-fashion. Her effort in promoting business between both nations was recognised in 2007 when she was awarded the Italian Star of Solidarity Order (The Ordine della Stella della Solidariet Italiana) by the Italian Government. Dato Farah launched her fashion label FARAH KHAN which embodies Goddess Glam. Vintage is reinterpreted and fused with modern elegance. In Spring Summer 2008, FARAH KHAN became the first Malaysian designer brand to be sold in 31

cities around the world. Dato Farah also grounded Melium in basic values which she felt to be of importance in everyday living in contemporary times. That gave rise to DOME Caf in Malaysia in 1995, and its cosy caf culture. Adding zest to the Malaysian F&B market, Dato Farah pioneered the concept of a new luxury sushi culture adapted for the modern world by introducing Yo! Sushi to Malaysia in 2007. As Dato Farah deems multi-brand merchandising the new way of fashion retailing, the new multi-brand store, M, is another milestone in her career. With an individual mens and womens store, M offers a one-stop destination for over 30 international brands. Dato' Farah's contribution to society has been consistent and significant. Over the last decade she has spearheaded and organised numerous events. She had also successfully raised substantial sums of money for charitable bodies. Based on her successful pioneering in promoting brands, as well as exposure to Malaysian in international brands, The Asia Pacific Brands Foundation is pleased to confer The BrandLaureate Brand Personality Award to Dato Farah Khan for her contributions to the field of high fashion retailing.

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