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MATRADE mission promotes traditional Malaysian fabrics
Jun '14
Malaysia External Trade Development Corporation (MATRADE) organised a Specialised Marketing Mission of eighteen Malaysian companies to promote their creative works from high fashion items to gift products using Malaysian traditional fabrics such as batik, tenun and songket. 
The objective of the mission was to promote Malaysia’s creativity and ideas in transforming Malaysian traditional fabrics - batik, songket and tenun into beautiful stylish collections, creating an elegant blend by taking unique elements of the East to the West. The mission 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 capital of the world.  The event was held in conjunction with the Global Summit of Women 2014 held in Paris.
The 3 days showcase and pre-arranged business meetings for Malaysian companies were well attended by over 200 French companies including those from high fashion designers and fashion houses such as Roberto Cavalli, Dominique Sirop, Georges Rech and Olivier Lapidus, Agnes B, Antik Batik and departmental stores such as Galaries La Fayettes and Maison de Mode.
Dato’ Liew also launched the Lewre Couture new line of shoes, themed,Madame de Pampadour, embraces the ostentatious fashion of the 18th century French court with the timeless art of songket, a true East meets West design.“I am delighted that the French were amazed with the beauty of the songket which is able to relate to their heritage through the new collection of shoes which I have created“, said Dato Lew, founder of Lewre Couture.
The mission has generated great interest and the initial business outcome was RM4.23 million for fabrics, designer clothes and shoes and high style products such as spa items and gifts.  Malaysian participants will be receiving follow up visits from the contact made from French companies in the coming months.
Apart from the mission, there was a fashion show themed Eleganza Parisgraced by the Honourable Datin Paduka Seri Rosmah Mansor, wife of the Hon. Prime Minister of Malaysia. At Eleganza, the Parisians saw the wonderful application of Malaysian traditional fabrics in modern, contemporary high fashion products. This show was jointly organized with Tourism Malaysia and Kraftangan.


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