THE Malaysian International Fash-ion Awards (Mifa) launched a new reality TV programme called Fashion Forward at the Mifa Splash - Be Seen, Be Screened party recently.
Fashion Forward is a 13-episode show that is being aired on 8TV. The first episode was screened on Saturday.
Hosted by Deanna Yusoff and produced by Najib Ali and Mifa managing director Syeba Yip, the show documents trials and tribulations of the aspirants in the Mifa search for “Upcoming Designer” category.
The awards ceremony will take place on Nov 27 at the Mifa Gala, with the help of which is being organised in collaboration with Tourism Malaysia and sponsored by Mercedes-Benz.
Mifa spokesperson Elaine Foster said there was no shortage of gifted designers in the local fashion industry but a platform was needed to propel them into the international fashion scene.
“Mifa aims to provide this platform to give maximum exposure to our fashion designers in their quest for international recognition,” said Foster.
As the fashion industry also involved creative professionals such as stylists, photographers, make-up artists, hairstylists, models and celebrities, Foster added that Mifa aimed to recognise them through the inception of the Mifa awards.
In order to encompass a wider field of artistic and creative expression, Mifa has introduced the new “Fashion Creator” award and Mercedes-Benz Fashionista Line-up under its Special Achievement Awards.
The Fashion Creator award will pay tribute to individuals in the fashion industry who work behind the scenes.
During the launch party that was held at Espanda on Jalan P. Ramlee, Kuala Lumpur, members of the fashion industry and heads of other industries welcomed the 20 qualifiers who are vying for the Upcoming Designer award.
Among the designers present were Melinda Looi, Tom Abang Saufi, Khoon Hooi, Villiam Ooi, Beatrice Looi and Donna Chew.
Hosted by Paula Malai Ali, the event kicked off with a comedy sketch by Douglas Lim and Nell Ng.
The highlight of the night was a fashion show that featured new designs by Beatrice, Chew, Ooi and Khoon Hooi.
The event was sponsored by Finlandia, Espanda, RAM Hair Design Salon, O'Inno Hair and Beauty Salon, Gold Goh Perfect POint, Adidas and Callas Cosmetic.