Kronenbourg 1664 Launches L’APERITIF Fashion @ G Tower

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Recently attended the launch of Kronenbourg 1664 (France’s No.1 selling beer) very first L’APERITIF FASHION at G Tower’s The View – a reinvention of the Happy Hour in Malaysia that showcases French glamorous influence in Malaysian fashion.

At the event, the likes of the world-renowned Malaysian-born shoe designer Dato’ Professor Jimmy Choo, OBE, Andrea Fonseka, Amber Chia, Gillian Hung and Keith Kee made an appearance and was appointed as fashion gurus for the upcoming L’APERITIF FASHION runways in 2012.

Soren Ravn, Managing Director of Carlsberg Malaysia said “Inspired by the French Art of Pleasure, Kronenbourg 1664 is proud to introduce L’APERITIF FASHION, the glamorous French version of Happy Hour in Malaysia. With its strong affiliations in the fashion scene and supported by world-renowned shoe designer Dato’ Prof Jimmy Choo, OBE, as mentor and Malaysia’s well-known fashion icons as gurus.

Kronenbourg has set the fashion runway for talented local designers to showcase their creativity through a collection of French infused masterpieces. Special thanks goes to our tourism ambassador to the United Kingdom, Dato’ Prof Jimmy Choo, OBE for his devotion in educating the Malaysia fashion industry and knowledge- sharing that is definitely inspiring many.”

Josiah Mizukami, ambassador of L’APERITIF FASHION shared, “France has been recognised as a leader of decorative arts and high culture since the 17th century. L’APERITIF FASHION is inspired by one of the biggest fashion capitals of the world and it is a great platform to assist talented local designers to reach a more international level in the fashion scene here in Malaysia. I look forward to more exchange sessions when we combine experienced designers with local talented designers at the upcoming L’APERITIF FASHION runways in 2012.”

The first-of-its-kind and inspired by Kronenbourg 1664’s French Art of Pleasure, L’APERITIF FASHION was launched with the unveiling of Gallo by Thian’s concept designs by lead designer, Teresa Thian. The Kedah born fashion designer who is well-known for her chic, feminine and elegant designs unveiled her L’APERITIF FASHION collection. The design combines vintage with elegance, reflecting French’s sophistication. It is a bold fashion statement that is seductively French infused with Malaysian elements.

With over 350 years of heritage, Kronenbourg 1664 is effortlessly sophisticated and is synonymous with French luxury. The brand is also highly associated with fashion with iconic events such as Kronenbourg’s Who’s Next Designer Search and presence at renowned fashion shows such as Malaysian International Fashion Week, entered into a global partnership with Christian Lacroix who recently designed a key art visual for a range of Kronenbourg’s communication materials and glassware range, partnered with the Le Madame Q Fashion Group in the week-long French Fashion Soiree in KL showcasing French fashion labels such as Morgan de Toi, Celio and Thierry Mugler Prestige Top 40 Under 40 event.

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