MONGOOSE NEWS

For media enquiries and further information, please contact pr@mongooseasia.com or call our PR Manager on +603 21 66 66 50

Malaysian edition of the world's number one fashion media brand unveiled at a swanky "Fashion meets Art" themed evening
Date: 20 February 2014
Source: Mongoose Publishing


ELLE Malaysia

20 February 2014, Kuala Lumpur: ELLE Malaysia magazine today launches its premiere issue with 308 pages of world-class fashion, beauty, culture and lifestyle editorial. The ELLE Malaysia team proudly revealed its launch edition at a stunning party in Kuala Lumpur to more than 900 specially invited guests, many of whom flew in from overseas for the occasion.

The launch party, held at Zebra Square KL, was attended by the top brass of the Malaysian fashion and beauty industry, along with notable celebrities, artists and socialites. Also attending the launch were H.E. Mme Martine Dorance, Ambassador of France to Malaysia and François Coruzzi, Executive Vice President International, Lagardère Active, the international brand owners of ELLE. All were treated to a spectacular evening themed “Fashion meets Art”.

Guests were greeted with a celebratory glass of Moët & Chandon as they entered, before being pampered and treated by Shawn Cutler and Shu Uemura at a touch-up station courtesy of L'Oréal Professionnel. They then walked down a specially created catwalk where waiting “paparazzi” snapped them.

In the grand courtyard garden, there were three live art displays as Malaysian artists Marini Ramlan, Celine Wong and I Am May painted on dresses created by local fashion designers Alia Bastamam, Yasmin Ramli and Nurita Harith. The dresses will be displayed in live spaces around Malaysia over the next six weeks before being auctioned for charity.

Canapés were enjoyed courtesy of Zebra Square, with Masi Modello Wine. A stylish Parisien Kronenbourg 1664 garden further added a French flavour to the evening.

Guests were then ushered inside where they were welcomed by emcee for the evening Daphne Iking and treated to a mesmerising performance by Arabyrd and Suhaili Michelin, who brought art to life in a paint-fuelled fusion of contemporary music and dance.

The highly anticipated inaugural ELLE Malaysia cover was unveiled at the climax of a gravity-defying aerial dance routine by Viva Vertical.

After the big reveal, DJ Patricia Knudsen got on the decks, rounding off an evening of outstanding entertainment by talented Malaysian women. Guests were also presented with their own copy of the launch issue of ELLE Malaysia and bespoke ELLE gifts.

The first cover of ELLE Malaysia features Tan Sri Michelle Yeoh, the most internationally successful Malaysian woman.

Timeless, relevant, strong, and independent, Tan Sri Yeoh reflects values at the heart of ELLE Malaysia. For this shoot, the ELLE Malaysia team took their cover star to the home of fashion and the home of ELLE, Paris, to create an original, beautiful shoot. The shoot features a beaming Tan Sri Michelle Yeoh wearing a dress from the latest Christian Dior Spring/Summer 2014 collection.

In the launch issue is an exclusive interview where Tan Sri Yeoh reveals to readers what it means to be a modern, influential and successful Malaysian woman today. The print magazine is available to buy on Malaysian newsstands from Friday 21 February. Readers can also download the digital edition from the App Store and Google Play.

Editor-in-Chief of ELLE Malaysia, Andrea Wong, who personally flew to Paris to style and oversee the shoot, is understandably pleased with her team’s work on their maiden issue.

“I am very proud to unveil the launch issue of ELLE Malaysia. The team have delivered an outstanding product that embodies the ELLE Malaysia woman – someone who is smart, successful, sophisticated and strong. We look forward to building on the success of this launch for many years to come both in print and digitally.”

In his welcome note, Graham Paling, Group CEO of Mongoose Publishing Sdn Bhd, publisher of ELLE Malaysia, said “We are delighted to bring ELLE to Malaysia. A remarkable magazine for remarkable women in a remarkable country.”

“ELLE is the preeminent women’s magazine in the world and ELLE Malaysia will take women’s magazine publishing to a new level in this country. We look forward to making it the definitive voice on Malaysian and international style and giving the women of Malaysia a magazine that treats them with respect and matches intellectually their aspirations and status.”

“All our titles are leaders in their field and we look forward to making ELLE Malaysia the very best women’s fashion magazine in the country.”

François Coruzzi, Executive Vice President International, Lagardère Active was very happy with the latest addition to the ELLE international network.

“We are extremely proud of the launch of this new edition of ELLE in the Malaysian market and we welcome this partnership with Mongoose Publishing, a Publisher particularly performing in the upscale market. This new edition of ELLE will benefit from the power of our international network to establish its success.”

ELLE Malaysia magazine is complemented by a world-class website elle.my and the free MY ELLE app available on both iOS and Android platforms. The dynamic digital platforms present a daily dose of ELLE to the modern Malaysian woman.

The ELLE Malaysia reader now enjoys daily access to fashion, trends, beauty and skincare, celebrity news and styles, and pop culture from these groundbreaking new platforms. For exclusive privileges, giveaways, and invites to the hottest events in town, she can also join the MY ELLE Club by registering via the MY ELLE App or on elle.my

ELLE Malaysia would like to take this opportunity to thank our generous sponsors without whom this party would not have been possible. Zebra Square for the amazing venue, Shawn Cutler, Shu Uemura and L’Oréal Professionnel for the beauty stations, Kronenbourg1664, Masi Modello Wine and Moët & Chandon for keeping the guests hydrated and How Cool Is That for the furniture.

Subscriptions to ELLE Malaysia print magazine can be found through eshop.mongooseasia.com.