Khoon Hooi On The Elegance of Qatari Women
Striking silhouettes meet kaleidoscopic colours in the Malaysian designer’s latest creations…
“The important thing is to love what you do; work and life are not so separate anymore,” fashion designer Lee Khoon Hooi tells Bazaar as we sit down to chat at Qatar’s Fifty One East.
A glance at his gorgeously glamorous designs, on display as part of an exclusive trunk show for his eponymous brand staged at the department store to mark the Creative Director’s first visit to the Middle East, gives a tangible sense of that passion. The brand’s Fall/Winter 2022 collection, inspired by Surrealism, and specifically the works of Belgian artist, René Magritte, are a visual manifestation of Khoon Hooi’s creativity.
It was art and design that first sparked his interest in fashion but his journey into the industry was not without its challenges. Having developed a talent for sketching from a young age, fashion felt like a natural progression for him but the career choice was frowned upon. “I still remember paying my first semester’s school fees as my relatives disagreed with my choice of studies. There was a lot of pressure on me as a fashion designer was not considered to be a ‘proper’ job.’’
His perseverance, however, paid off. Today, his contemporary occasionwear has seen him attract a legion of celebrity clients including Katy Perry, Zooey Deschanel, Tessa Thompson, and singer and social media sensation Dixie D’Amelio. “Celebrity dressing is one of my favourite parts of the job,” he tells Bazaar. “I love seeing my designs come to life for an awards’ ceremony or a movie première. I work closely with the celebrity or stylist to find the most appropriate design for the occasion. Everyone has their own style and body shape and my job is to curate and enhance the final styling. Whatever you are wearing, I always believe that you should wear it with confidence – that can elevate a look to new heights.”
Whatever you are wearing, I always believe you should wear it with confidence.
Lee Khoon Hooi
His occasionwear, uniting craftsmanship with artisanal skill and presenting striking silhouettes, prints, and colours, has also seen Khoon Hooi garner a loyal clientele here in Doha. “Qatari women are elegant, style-conscious, and glamorous,” he says. “They are interested in quality and craft and they want something different and unique. Connecting with customers, such as here in Doha, is so important to me. My team and I travel a great deal to make sure that we can meet our clients.”
This year will also see an important landmark for the brand closer to home – the long-awaited opening of the first Khoon Hooi flagship store in the designer’s native Malaysia. “It is such a huge milestone to have my own boutique in my home country. I want to change the mentality [and demonstrate] that behind all the glitter and glamour, fashion should be considered as a proper career leading to serious business.”
Khoon Hooi’s illustrious career is testament to that fact. To what does he credit his continuing success? “I believe in always asking questions and looking for what comes next,” he says. “Welcoming new talents to the company is also important. I love fresh, new thinking and bold ideas.”
From Harper’s Bazaar Qatar, Winter 2022 Issue