Form in func­tion

Prac­ti­cal­ity and elegance come to­gether in this Malaysian en­tre­pre­neur’s bags.

The Star Malaysia - Star2 - - Trends - By BERVIN CHEONG star2@thes­

A LO­CAL bag called TheSelina made its de­but re­cently. Cater­ing to dis­cern­ing ladies, it of­fers fash­ion­ably func­tional hand­bags that fit var­i­ous lifestyles and oc­ca­sions.

In an in­ter­view with Star2, founder Selina Yeop Ju­nior points out that this is not her first foray into fash­ion. She made her big break two years ago when she launched Romyda KL.

“It took off beyond our ex­pec­ta­tions and I sort of just got more and more in­volved in the in­dus­try,” Selina states, about the Cam­bo­dian la­bel she brought into Malaysia with singer Ning Baizura.

Ac­cord­ing to Selina, her new epony­mous bag brand car­ries a range of de­signs. She be­lieves that no wo­man should have to choose be­tween style and func­tion­al­ity when ac­ces­soris­ing.

“For the multi-tal­ented and multi-faceted wo­man of to­day, she moves swiftly from cor­po­rate af­fairs to cock­tails, from be­ing a mother to mak­ing board­room de­ci­sions. TheSelina is for the wo­man who does it all,” she ex­plains.

Aside from be­ing the CEO for Salina & As­so­ci­ates PR and sit­ting on the board of sev­eral public listed com­pa­nies, Selina is very ac­tive in NGO works as a mem­ber of the Women’s In­sti­tute of Man­age­ment ad­vi­sory panel.

Selina notes that her bags are made en­tirely in Malaysia with ma­te­ri­als sourced from abroad. She is also proud of them as they high­light the beau­ti­ful Per­akian her­itage art of tekad.

“My per­sonal favourite would be the clutches! When I first started de­sign­ing the range I had in mind bags that are not only ele­gant but also func­tional. So I de­cided to cre­ate clutches that can fit all your es­sen­tials in them,” en­thuses Selina.

She says that most evening bags are so small you can barely put a phone and a com­pact pow­der in them. This has led to women do­ing away with items they need, or sac­ri­fic­ing the to­tal evening look by car­ry­ing a larger bag.

“Like ev­ery mod­ern wo­man nowa­days, I of­ten move from meet­ings to evening func­tions. My bags are ver­sa­tile, so you can tran­si­tion from day to night eas­ily, hav­ing one less thing to worry about.”

TheSelina was launched in Lon­don last month by His Ex­cel­lency Datuk Ah­mad Ra­sidi Haz­izi, the high com­mis­sioner of Malaysia to the United King­dom and North­ern Ire­land.

There are 10 de­signs from three dif­fer­ent col­lec­tions (The Twi­light, The Work Hard, Play Harder and The Travel) and the bags are sold through its Malaysian-owned and Lon­don based part­ner mode­strove. com.

Selina with a two-toned mini duf­fle from the Work Hard, Play Harder col­lec­tion. — Pho­tos: TheSelina

De­signs that fea­ture the tra­di­tional em­broi­dery art of tekad.

A model show­ing off one of the many beau­ti­ful clutches from TheSelina.

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