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.