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 

                                                        www.facebook.com/leannmaxima

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.