Malaysian celebrity Neelofa is stepping down from her independent and non-executive director role at AirAsia Group, citing personal commitments. She was appointed to the role in 2017 and AirAsia's spokesperson told A+M previously that she is a household name in Malaysia who has successfully built a business empire centred around the Naelofar modest fashionwear brand.
Meanwhile, AirAsia Group CEO Tony Fernandes previously said that Neelofa’s experience as an entrepreneur, a brand creator and an industry disruptor “will be invaluable to AirAsia". In that sense, Fernandes added, she is expected to and will be able to provide fresh insights into the business as it aims to transform into a digital airline. A+M has reached out to Neelofa for comment.
Neelofa was recently appointed Lancôme's first Southeast Asia regional ambassador, following her appointment as Malaysian ambassador in 2017. Neelofa will be representing all three key categories; skincare, makeup, and fragrance across Malaysia, Singapore, Indonesia, and Thailand markets. She will also be featured in Lancôme’s first ever Eid campaign in 2021.
Her modest fashionwear brand Naelofar also underwent a brand refresh six years after its launch. The company said that through its initial years, it lacked a cohesive look and with the new branding, tagline and purpose "Go far", it hopes to showcase its efforts to take on a more global feel, especially through its designs.
Neelofa told A+M in a recent interview that it also has a loyal group of consumers from the age group of 34 and above. "We cover quite a wide age range from your late teens to your mature customer so we have to work really hard to make sure the range and designs are balanced and can be bought into by a wide range of people," she said. Neelofa added that one of the brand's main objectives for 2021 is to start expanding on its international presence while building its local brand affinity.
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