Tuesday, 3 July 2012

Le Ann Maxima Fall/Holiday 2012-13 Collection Fashion Preview

Imagine how excited I was when I received an invitation to attend a fashion preview of a homegrown high street fashion brand as a blogger! Boy oh boy oh boy was I thrilled! 20 exclusive female bloggers were invited by Don Chan to this spectacular event and yours truly, Sharon Chong was one of them! 

The event took place on the 28th June 2012 at their flagship store that oozes urban modernism in Jaya One, Petaling Jaya (just above Old Town White Coffee) from 3pm to 6pm. The theme for the fashion event was Le Ann Maxima Fall/Holiday 2012-13, the Ancients and the Exotics, an Urban Interpretation.

This Malaysian homegrown fashion label infuses mythical prints and motifs from ancient Egypt Revival with French Artisan's interpretations of Chinese art and culture. The dominant theme of Cleopatra symbolizes the sensuality, lust, allure, beauty and desirability of an ancient Egyptian icon who surpasses her own time. Chinoiserie refers to a recurring theme in European artistic styles since the 17th century, which reflect Chinese artistic influences characterized by the use of fanciful imagery of an imaginary China, by asymmetry in format and whimsical contrasts of scale, and by the attempts to imitate Chinese porcelain and the use of lacquer-like materials and decorations.

The overriding theme of Urban Luxe is created by infusing the mentioned exotic influences with a tone of urban decadence. Mixing an array of prints and accessories, Le Ann Maxima's Fall Holiday 2012-13 collection blends materials such as striped chiffon, shiny organza, new cotton twill with light weight crepe, printed sequins as well as viscose.

I am a big fan of colors and loud styles, therefore I was truly amazed by the unexpected prints, patterns and vibrant colors to this collection. The colors are accentuated by mixing exotic prints and contrasting/blocking prime colors like emerald green (which I sometimes refer to as 'jade green' due to my parents' personal jade collection that was a deep green color) ivory, red, black, purple (I love purple!), candy pink, cobalt blue (which I also refer to as 'royal blue') and silver/metalic grey. Le Ann Maxima is highlighting on astounding effects of new fabrics, patchworks and energetic colors, which I personally found really exciting and bold.

With the new collections, the brand takes up an ambience of inferred grandeur and luxury with a youthful spirit this coming festive season. The importance of prints and the sense of worldliness and travel has been intrinsic to every collection in the history of Le Ann Maxima.

Le Ann Maxima's Fall Holiday 2012-13 collection will be available in all local and international stores this coming September 2012. For more information, please contact :

+603 9222 7811
Zana Chin : zana@e-maximfashion.com
Ivan Poon : ivanpoon@e-maximfashion.com

or you can visit their websites : www.leannmaxima.com 

You can also check out the rest of the photos that I shot that day on my Instagram account sharonsy79 (340 shots, but only 70 made it to the list as the rest were a little too blur or too dark. I got myself an iPhone 4s for this shoot but wasn't familiar with the functions of the camera yet at the time of the fashion preview).

The models, the designers & the invited celebrities that attended the preview.

Shorts, skorts, tights, pants.
The stunning dresses.

The white collection.

Green, my favorite color!

My personal favorites.

A variety of styles that is appropriate for every occasion.
The invited bloggers posing with the invited celebrities at the back row. Yours truly is the only orange bag lady with the green necklace.

My first round of finger foods. Loved the sandwiches.

The refreshments after the fashion preview. I was the first one to rush to the table.


  1. I love how versatile the collection is, there's a dress for every occasion and moment. Really interested to visit the nearest store in Mt Kiara this weekend when I go for my weekly grocery shopping :)

    1. Yes Joanne, and there's more! You will love the colors and the accessories! Really fun and beautiful pieces =)

  2. Hey everyone!! I am going to give away a RM100 voucher to shop at Le Ann Maxima to the reader with the best comment. Tell me why you deserve to shop at Le Ann Maxima and I will make your wish come true! Just say :

    " I deserve to shop at Le Ann Maxima because..."

    Good luck and hurry because this give away ends on the 12th July 2012!

  3. Wow i really love the green collection! And the ones with prints really stand out la!
    Hi, i'm one of those girls whose wardrobe consist of rather plain clothes and due to my hectic work lifestyle, i don't get to go out much to explore new fashion finds to add spice to my wardrobe choices. In person i may not look like it, but i actually really, really love fashion and i love clothes that stand out and if possible, get one of a kind stuffs.
    But it's always hard to find clothes that is unique, flattering, pretty and at the same time that have great cuts that hides things that need to hide and amplify what we want to show, all at the same time. Also, I'm quite curvy and a little heavy at the bottom so it can be quite difficult to look for clothes that would make me look really good without looking frumpy or like a jersey shore cast member. And the choices nowadays are really limited. They either;

    a) fit really well, show all the curves but makes me look mature, or
    b) the colour/design of the dress look super cute but makes me look frumpy or unflattering.

    so it's hard ya know? Hence my very boring typical wardrobe.. that is safe.. and boring. maybe there are few that is really nice but all of them are wearing out cuz i overuse them. I don't have that many :(

    I window shopped at le ann maxima before and tried some of their clothes. And the cutting of their clothes are really flattering.no joke.
    i wanted to get one of the dresses but i didn't in the end cuz i cant afford it T_T
    do u know how frustrating that is? im sure u do.

    From the pictures that u posted, i can already tell and pick out which ones that are flattering for us curvy gals that makes us look chic, young and current, not mature, frumpy or hoochy.
    I think some of the green collection looks really good and i think i can pull some of the prints of the looks in ur shorts skorts pic and i'm DAMN confident that i can find something that would make me look stunning like a million bucks and also make me FEEL beautiful.

    Please get me out of my fashion rut and help me be beautiful!
    please please please pretty pleaseeeee.

  4. WOW! What a great answer, and I so understand how you feel! I think I am going to make you a happy girl, here's a RM100 voucher for you to shop at Leann Maxima, cuz you deserve to have a beautiful wardrobe! Thanks for your comment Yvonne!