On 22 April 2011 Fashion Industry players, media members, celebrities, and customers made their way in to ‘The Twelve’, an unique fashion concept by Mifa and Maxis Berhad (‘Maxis’) to witness the official launch of the store.
‘The Twelve’, is a 2600 sq ft boutique and it’s located at Fahrenheit 88 Kuala Lumpur.
‘The Twelve’ serves as an extension and continuation of the fashion portal – www.fashionista.my - launched by Maxis on 6 November 2010 at the Malaysia-International Fashion Week. 'The Twelve' will promote Malaysian designers and provide them with a platform to showcase and sell their designs to a new target market. The design and concept of the store was inspired and modeled after the established concept stores around the world, such as Colette in Paris and Dover Street Market in London.
Kavita Sidhu was the emcee for the official launch of 'The Twelve' by MIFA & MAXIS.
Welcome speech by Mr Heah Sieu Lay, the Chairman of Mifa. Mr Heah Sieu Lay said in his welcome speech, “The Twelve is a unique brick and mortar extension of Maxis’ fashion portal fashionista.my. The designs of all the fashion brands housed here can also be viewed on fashionista.my”.
Mr T. Kugan, the Vice-President of Product, Device and Innovation of Maxis said in his speech, 'The Twelve' brings fashionista.my to a new level, providing an additional platform for buyers to touch, see and experience the items which are available for purchase”.
Dato’ Jimmy Choo, Ning Baizura, Soo Shea Pin, Gillian Hung, Amber Chia and Andrea Fonseka,were the celebrities attended the launch. In the photo (L to R) , Kavita Sidhu, Dato’ Jimmy Choo, Mr Heah Sieu Lay, the Chairman of Mifa., Andrea Fonseka and Amber Chia.
Fashion presentation by Andrewsmodels to the invited guests. The models present the collections of all c brands in ‘The Twelve’.
Me with Dato’ Jimmy Choo
Light refreshment
As the name suggests, twelve Malaysian designers / brands are housed and stocked in the store. The selection criteria of these twelve labels are the wearability and commercial viability of their designs. All of them have ample production capability to provide sufficient products and merchandise for sale at the store and they are fully ready to export their designs. They are currently actively trading with buyers overseas through www.fashionista.my. The twelve designers group photo during the official launch.
Now, let’s check out the twelve brands in this unique fashion boutique.
TAS Iman by Tom Abang Saufi
– A diffusion line of Tom Abang Saufi that consist of modern Islamic wear such as kaftans and scarves.
Dato Tom Abang Saufi posting happily at the launch.
Zero to Ten
– Edgy and trendy ready-to-wear pieces that appeal to the younger mass market.
PU3
- Ready-to-wear apparel that contain both edgy and demure elements.
uREKA
– A group of artists under the wing of Lucas Blim produces unique items such as stationery, handmade dolls, products from recycled materials, art paintings and other decorative items.
BDA
– Selected designers under the Bumiputra Designers Association offer both ready-to-wear and evening dresses.
YODA
– Selected designers under the Young Designers’ Arena caters to a younger crowd with an edgier approach to the garments.
Radzuan Radziwill
– Radzuan’s collection is formal, elegant and lavish, yet affordable and comfortable.
Key Ng
– The collection provides trendy work and casual wear for both men and women.
Benson Chen
– A collection of shoes that range from casual sandals to Swarovski-studded heels.
Sasha Rowena
– A stunning range of products made from leather and exotic skins such as handbags, passport holders, phone cases, laptop bags and many others.
Shinju Pearls
– Stunning yet affordable handmade jewelry crafted with pearls and semi-precious gem stones.
JKhan
– A beautiful range of dresses that can be worn from day to night and made from high quality fabric and materials.
Its time to enjoy a experience of shopping for variety items offered in the store. Twelve designers/brands all under one roof!
Trying and shopping after the launch!
I like the handbags from Sasha Rowena.
I met Ning Baizura @Sasha Rowena.
Art painting @uREKA
Look out for the activities and events in the store throughout the year. The designers will conduct monthly fashion shows and media campaigns to promote their latest collections.
The partners involved in the launch of ‘The Twelve’ are Maxis, Fahrenheit 88, Snips Salon, Monica Lee, De’Longhi, Su’s Cakes, Sakae Sushi, Jade’s Nursery, Andrewsmodels, and GMC Advertising.
Benson Chen takes his inspiration from Dato Jimmy Choo. He had won several accolades including "The Most Creative Design" in the Malaysia Footwear Competition 2010. In year 2010 too, he became the second runner up for the category of "Ladies Boots Design" in the International Footwear Competition 2010. 
Currently Benson Chen is one of the 12 brands featured at The Twelve by MIFA @ Fahrenheit88 Mall.
Live Painting demonstration by Yen Yi and Gael Froget.
This interviewed segment with our talent shoe designer, Benson Chen by Kem Salleh.
It's this pair of red heels!
