THE DESIGNER – Eric Choong

This week, NFM will feature Malaysia’s remarkable talent Eric Choong – his beginnings as well as his Bridal and Evening Wear Collection 2012 themed Goddesses of Olympus. In this first post we feature Eric’s background while in the second post readers can feast their eyes on the beautiful collection that just hit the scene. Enjoy!

Material: Courtesy of Wedding Treasures Sdn Bhd

FASHION, for Eric, is a calling. Growing up, he discovered a fascination for clothes and design while flipping through his mother’s imported magazines from Hong Kong and Japan. At seven, he produced his first sketches; by 13, he was a sought-after designer among his school teachers who got him to design outfits for their tailors to make.

Eric Choong with his models in his Bridal and Evening Wear Collection 2012.

Still, a career in fashion was by no means a choice profession for a Malaysian-Chinese boy back then. However, Eric’s mother was adamant that her son should be allowed to do what he loved and clearly had the talent for. Against her husband’s wishes, she supported his decision to study fashion design in Hong Kong. She was his heroine, muse, cheerleader and mentor, and remains to this day, his inspiration.

Upon graduating from the Hong Kong Institute of Fashion Design in 1986, Eric honed his design and tailoring skills in Hong Kong before returning to Kuala Lumpur in 1990 to start the Eric Choong Evening label.  Based on his philosophy that fashion should be an expression of individual style and personality, the label quickly gained a reputation among the fashion set for its impressive creations that transcend fads with timeless beauty. Eric also broke new ground with the way he integrates Malaysian cultural influences into his sophisticated designs.

Encouraged by the success of his eponymous label, Eric ventured into made-to-measure bridal-wear. Eric Choong Bridal was a natural extension given that his clients had started requesting he design their bridal trousseau. His penchant for the extravagant and luxurious translated into breathtaking wedding gowns sealing his reputation as a leading bridal wear designer.

Eric tends to his model during one of his many showcases.

The Cocktail and Corporate Design labels followed in more recent years stemming from his desire to extend similar standards of fashion design to a wider group. His concern about providing the best for his bridal and corporate clients also saw the expansion of the Eric Choong labels to include Eric Choong Flowers, an award-winning floral design service.

Since striking out on his own, Eric has received numerous awards and accolades recognising his talent. He was nominated by the Malaysian Tourism Board as one of Malaysia’s Top 10 Designers for three years running (1990-1992). From 1997 onwards, he was regularly invited to represent the country in fashion shows such as the ASEAN Designers’ Fashion Show (1997), Asia Pacific Young Designers’ Show (1998), Asia Pacific Bridal Summit (2001), Show of Asian Cultural Garments (Asia Annual Conference of Cultural Exchange, 2003), Swarovski Asia Fashion Tour (2004), Sydney Bridal Fashion Week (2009) and Pakistan Fashion Week (2010), to name just a few.  Over the years, he has actively engaged in fashion platforms and events involving China and batik.

Eric also collaborated with leading luxury brands and media titles in the likes of Chopard, Cartier, Bvlgari, Tiffany & Co., Moet & Chandon, CNN, Malaysian Tatler & The Star (Malaysia). In 2006, he picked up the Best Costume Designer award at the 19th Malaysian Film Festival for his work in the film 3rd Generation. The following year, he was named Designer of the Year at the Malaysian International Fashion Week 2007; his label Eric Choong Kuala Lumpur also won the Best Collection Showcase of the Year.

Eric’s personal and professional journey is documented in his autobiography In Full Bloom, published and launched in 2009. Conceptualised and authored by Eric himself, the book took two years to complete. The first release is in Mandarin; plans to translate the book into English are being considered.

Eric strikes a post with his models at a previous event.

Eric’s design philosophy is best encapsulated in the essence of the Eric Choong woman. In designing for the strong, independent and passionate woman with a sense of individual style, he favours creative boldness and rich fabrics, textures and colours, paired with impeccable technical acumen. Each creation is preceded by a careful study of fabric, drape and movement and an astute understanding of how these elements come together to dress and flatter the feminine frame. Vintage elements and heritage sewing techniques are seamlessly paired with contemporary details and interpretations.  The Eric Choong Kuala Lumpur labels epitomise global glamour for women with an innate fashion sense and appreciation for what looks and feels beautiful.

Wedding Treasures Sdn Bhd owns and manages the Eric Choong Kuala Lumpur labels comprising of Eric Choong Bridal, Eric Choong Evening, Eric Choong Cocktail, Eric Choong Corporate Design and Eric Choong Flowers, which are housed in a jewel box flagship showroom located in the upmarket and fashionable Bangsar area.

The full-fledged design house provides a complete range of fashion design services: made-to-measure, ready-to-wear, contract designing and manufacturing; as well as floral designs and venue decoration. Driven by artistic, modern and luxurious design and style, and a high level of customer service, the Eric Choong labels hold impeccable customer appeal.

The company collaborates with leading global and local partners in the wedding industry, and produces all collections in company-owned ateliers in Malaysia.

Wedding Treasures is led by Eric Choong, the Creative Director and Principal Designer, and Managing Director Ee-Ling Loo.