4 December 2025, Kuala Lumpur — Growing up in Parit Buntar, Perak, surrounded by meandering rivers and lush paddy fields, Khoon Hooi developed a deep appreciation for nature from an early age. Watching how the river sustained the balance of the environment left a profound impression on him. This early bond with nature eventually inspired his decision to collaborate with a conservation organisation like WWF-Malaysia. 

The Nozomi for Earth campaign where “Nozomi,” meaning hope in Japanese marks Khoon Hooi’s first collaboration in the field of conservation, following previous partnerships with NGOs supporting children’s education, refugee schools, pet shelters, and other social causes. 

The launch event, held at Bookmark, APW Bangsar, showcased 10 exclusive couture “Mama Nozomi Bags” handcrafted by Khoon Hooi using upcycled Brocade fabrics. These one-of-a-kind pieces, featuring soft radical pleats, hand-crafted bamboo handles, and contrasting lining details, were auctioned, with all proceeds channeled directly to WWF-Malaysia’s conservation efforts. 

“This partnership with Khoon Hooi marks WWF-Malaysia's commitment to promote circular practices as part of everyday life,” said WWF-Malaysia Chief Executive Officer/Executive Director, Sophia Lim. “Together, we’re showing that conscious choices can be both fashionable and impactful.” 

Khoon Hooi, said: “Fashion has the power to inspire change, through this collaboration with WWF-Malaysia, I hope to demonstrate that circular practices and style can thrive together in fashion without compromising creativity or elegance.” 

As an initiative to invite eco-fashion enthusiasts to join the movement of hope, 150 limited edition “Nozomi Bags” with nature themed designs are made available to public via WWF-Malaysia’s official online merchandise store pandashop.my. 

Each bag, starting at RM295, carries its own unique motif and meaning, reflecting its distinct charm. They are perfect for any occasion, whether for everyday use or special events.  

In an era when fashion often moves too fast, this collaboration, supported by APW Bangsar, Breakfast Thieves, and Huff and Puff Event Agency, invites us to slow down, to revisit what we already own, and to reimagine it with a renewed breath of life through circular practices. A story stitched with purpose, elegance, and hope for the Earth.
 

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About Khoon Hooi 

Khoon Hooi is a modern occasion wear label delivering a new take on luxury to women around the world. Founded in 1999 by Malaysian designer Lee Khoon Hooi, the brand blends technical craftsmanship with an artisanal spirit — marked by bold silhouettes, expressive prints, and confident colour play. Since 2010, Khoon Hooi has showcased at the Paris Fashion Week trade circuit and earned international recognition, with its creations gracing red carpets at major events including the Screen Actors Guild Awards, Golden Globes, and Vanity Fair’s Oscar Parties in Los Angeles. 

About WWF-Malaysia 

Established in 1972, WWF-Malaysia is part of WWF, the international conservation organisation. Working to sustain the natural world for the benefit of people and wildlife, WWF-Malaysia’s efforts to conserve nature focus on six major goals - forests, oceans, wildlife, food, climate and energy, as well as freshwater – and three key drivers of environmental problems – markets, finance and governance. Our mission is to stop the degradation of the earth’s natural environment and to build a future in which humans live in harmony with nature.

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