EMEL BY MELINDA LOOI
â€˜emel by Melinda Looiâ€™ (pronounced eh-mehl) is a limited-edition, annual charity Ramadhan collection by Malaysian fashion designer Melinda Looi. The word emel is derived from the word amal, of Arabic origin. Amal means hope, expectation, and aspiration. In Malay, it means good deeds or charity.
Each year, emel by Melinda Looi aims to collaborate with a local celebrity to help raise awareness and encourage the spirit of giving in the month of Ramadhan. A percentage of the sales proceeds of the collection will be channelled to a charity chosen by the respective celebrity partner.