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Ethere the Label was founded by hotelier & entrepreneur turned designer Joy Khoo, in collaboration with Thai fashion brand K9 Bangkok.


The brand offers ultra-feminine collections that are timeless and elegant with a playful twist, all produced in minimal quantities to maintain exclusivity.  Utilising quality fabrics, good workmanship and minimalist styling, the collections offer women a fresh take on occasion wear.


Joy herself is extremely passionate about her designs, and establishing her own label in 2019 has helped her to fulfil a lifelong dream. 

Although she is fairly new in the market, Joy has garnered an impressive clientele consisting of stylish well-heeled ladies and socialites alike.


Ethere the Label is exclusive to Mercedes-Benz Fashion Week Kuala Lumpur 2021; where the brand will be officially launched via its first ever runway debut.

Contact Details


Ground Floor, Crystal Crown Petaling Jaya

12 Lorong Utara A, off Jalan Utara

46200 Petaling Jaya, Selangor, Malaysia.

(By appointment only)



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