THE LABEL "Khoon Hooi" a modern fashion label that serves new luxury to women across the globe. Founded in 1999 by Malaysian designer Khoon Hooi, the eponymous brand effortlessly melds craftsmanship with an artisanal approach. Known for its intricate embroidery techniques, each piece is crafted in rich materials, with a strong play on silhouettes, prints, and colours. The brand has participated in Paris Fashion Week trade since 2010, and its designs have been worn during 2020's awards season in Los Angeles by Hollywood celebrities - Katy Perry, Ginnifer Goodwin, Zooey Deschanel, Camila Morrone, Karen Pittman, and Leslie Grossman. THE DESIGNER A graduate of the Malaysian Institute of Art in 1993, the designer Lee Khoon Hooi honed his skills from various fashion competitions and was recognised as a runner-up for the Malaysian Young Designer Award and second runner-up for the ASEAN Young Designer Award in 1996. The following year he seized the grand prize at the Asian Young Designer Award in Japan. In 1999, he finally launched his own label, a move that took the Malaysian fashion scene by storm. Since then he has been honoured for his work and effort by several fashion awards including the Harper’s Bazaar Malaysia Style Award, Mercedes-Benz Stylo Fashion Forward Award, a prestigious International Recognition at Bangkok International Fashion Week and Elle Magazine's 2017 Malaysian Designer of the Year / Red Carpet Designer of the Year awards.