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FashionThe Melium Story: How 30 Years Of Fashion, Charity & Innovation Came To Be

The Melium Story: How 30 Years Of Fashion, Charity & Innovation Came To Be

The Melium Story: How 30 Years Of Fashion, Charity & Innovation Came To Be
By Aina Izzah
By Aina Izzah
August 06, 2019
For the past 3 decades, The Melium Group has influenced the local fashion scene with its appreciation for craftmanship and international designer labels, and has recently come of digital age with an exciting new app.

In Malaysia’s fashion circuit, Dato’ Seri Farah Khan’s name rings with her eponymous brand of couture creations, meticulously beaded gowns worn by the likes of Bella Hadid and Selena Gomez. But behind the designer is also a bold brand ahead of a bustling industry.

30 years ago, Dato' Seri Farah Khan created The Melium Group and brought in international fashion and F&B brands under its wings. In celebration of its anniversary, we look at its humble inception, its expansion, and dedication to charity.

#CelebrateM at KLFW 2018 by The Melium Group. (Photo credit: Malaysia Tatler)
Farah Khan couture and brands like Hackett London were also featured on the runway. (Photo credit: Malaysia Tatler)
 

The Start Of Melium

“It was clear that Melium has always been, and will always be about people. It’s about the people who supports us, our customers, and about the teams that work tirelessly behind the scenes,” offered Dato’ Seri Farah, the founder and president of Melium.

Melium’s humble beginnings go back to 1989, when the group was then a fashion retail company, that evolved into a leading fashion and retail specialist in the region. Over 100 international luxury brands are housed under the multilabel concept, including Tod’s, Emilio Pucci, Givenchy and Stuart Weitzman among others.

"It was clear that Melium has always been about the people.

 

M Pavilion was started by The Melium Group for an exclusive shopping experience. (Photo credit: Malaysia Tatler)
M Pavilion was started by The Melium Group for an exclusive shopping experience. (Photo credit: Malaysia Tatler)

The Melium Tribe

To make this luxurious shopping experience accessible, an expansive space known as M Pavilion became the DNA of The Melium Group. Here, glamour collides with resort chic, in a fashion playground complemented by a revolutionised digital experience, The Melium App.

Engaging customers with a digital platform that is essentially a loyalty app, The Melium App transforms the fashion retail game by “Integrating the loyalty card and voucher earning into one seamless platform,” as described by Dato’ Seri Farah.

Photo credit: All Is Amazing
Photo credit: All Is Amazing
Photo credit: All Is Amazing
 

Melium's Concerted Initiatives

Aside from its annual runway release of Farah Khan’s creations at KL Fashion Week, another highlight would be the Melium & Malaysia Tatler charity auction that holds a pride of place in the group’s history. Held every 5 years, the 3rd auction on June 30th, 2019 raised a whopping RM4.5 million, that surpassed an initial goal of RM3.5 million.

This August’s KL Fashion Week 2019 will highlight a showcase of Melium’s 30 years of diversity in womenswear and menswear. Thus, also commemorating the 3 decades of achievement that The Melium Group has successfully sustained and also for many years to come. 

See also: How 3 Influential NGOs Will Benefit From The Melium Group x Malaysia Tatler Charity Auction. 

Tags

FashionFarah KhanHistoryAnniversaryLuxuryThe Melium Goup

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