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Fifty One East hosts the first trunk show for Khoon Hooi in the Middle East

Sep 21, 2022 by BCW Global

Doha, Qatar - September 18, 2022: Fifty One East, Qatar’s favourite department store, hosted an exclusive trunk show for “Khoon Hooi” on September 14 and 15 in the presence of the designer, Lee Khoon Hooi, who is visiting Qatar and the Middle East for the very first time.

The trunk show was held at Fifty One East’s Ladies VIP Lounge at Lagoona Mall and featured the latest Fall/Winter 2022 collection which received acclaim and appreciation from the Qatari clientele. In his new collection, Khoon Hooi taps into the art of surrealism – a 20th-century cultural movement that portrays the mind’s deepest thoughts without forgoing the rational vision of life. At the center of it are fascinating paintings by acclaimed Belgian surrealist artist, René Magritte, whose artworks influenced the collection with an element of surprise, pushing the boundaries of the brand’s effortless wearability.

Khoon Hooi has long been a firm favourite in Qatar where the exquisite collections are displayed within Maria Luisa’s corner at Fifty One East. Hosting this exclusive trunk show is part of the store’s continuous aim to welcome international designers and further enhance its position as the principal destination for connoisseurs of sophisticated style and the market leader in fashion events.

Following the trunk show, the award-winning designer, Lee Khoon Hooi, praised the Qatari women's appreciation for modern designs. “I am honored by this collaboration with our partner, Fifty One East, and immensely pleased to present my latest collection to the savvy fashion patrons who admire the label’s designs and style,” he said. “Qatari women are elegant, style-conscious, and glamorous. I thank Fifty One East for presenting this opportunity to meet with them and look forward to revisiting this fascinating place that blends perfectly with our brand’s DNA.”

A graduate of the Malaysian Institute of Art in 1993, the Malaysian designer Lee Khoon Hooi honed his skills in various fashion competitions and was recognized multiple times for his occasion wear designs that deliver luxury with contemporary price points. "Khoon Hooi", founded in 1999, effortlessly melds craftsmanship with an artisanal approach. The label is known for its strong play on silhouettes, prints, and colors. “Khoon Hooi” has traded in the Paris Fashion Week since 2010, and its designs have been worn by Hollywood celebrities on movie premieres and significant Hollywood awards events such as Screen Actors Guild Awards, Golden Globe Awards, post-Oscars, and Emmy Awards.