KUALA LUMPUR, June 6 — A specialised marketing mission of the Malaysia External Trade Development Corporation (Matrade) to France has generated an initial business outcome of RM4.23 million for Malaysian fabrics, designer clothes and shoes.
Eighteen firms joined Matrade on the mission.
Matrade said the objective of the mission was to promote Malaysia’s creativity and ideas in transforming Malaysian traditional fabrics — batik, songket and tenun — into stylish collections, creating an elegant blend taking unique elements of the East to the West.
The mission, in conjunction with the Global Summit of Women 2014, was aimed at expanding exports into France’s high-end lifestyle market as well as enhance Malaysia’s image in the fashion industry, particularly in Paris, one of the leading fashion capitals in the world, Matrade said in a statement today.
The three-day showcase and pre-arranged business meetings for Malaysian companies were well attended by over 200 French companies.
Among them were high-fashion designers and fashion houses such as Roberto Cavalli, Dominique Sirop, Georges Rech and Olivier Lapidus, Agnes B, Antik Batik and department stores such as Galaries La Fayettes and Maison de Mode.
Lewre Couture founder, Datuk Lewre Liew, launched the Lewre Couture line of shoes. The line, themed on Madame de Pampadour, embraces the ostentatious fashion of the timeless art of songket, a true East meets West design.
“I am delighted that the French were amazed at the beauty of the songket, which is able to relate to their heritage through the new collection of shoes which I have created,” said Liew.
Malaysian participants will be receiving follow-up visits from the contacts made with French companies in the coming months. — Bernama
