A local bag called TheSelina made its debut recently. Catering to discerning ladies, it offers fashionably functional handbags that fit various lifestyles and occasions.

In an interview with Star2, founder Selina Yeop Junior points out that this is not her first foray into fashion. She made her big break two years ago when she launched Romyda KL.

“It took off beyond our expectations and I sort of just got more and more involved in the industry,” Selina states, about the Cambodian label she brought into Malaysia with singer Ning Baizura.

According to Selina, her new eponymous bag brand carries a range of designs. She believes that no woman should have to choose between style and functionality when accessorising.

“For the multi-talented and multi-faceted woman of today, she moves swiftly from corporate affairs to cocktails, from being a mother to making boardroom decisions. TheSelina is for the woman who does it all,” she explains.

Aside from being the CEO for Salina & Associates PR and sitting on the board of several public listed companies, Selina is very active in NGO works as a member of the Women’s Institute of Management advisory panel.

Selina notes that her bags are made entirely in Malaysia with materials sourced from abroad. She is also proud of them as they highlight the beautiful Perakian heritage art of tekad.

“My personal favourite would be the clutches! When I first started designing the range I had in mind bags that are not only elegant but also functional. So I decided to create clutches that can fit all your essentials in them,” enthuses Selina.

She says that most evening bags are so small you can barely put a phone and a compact powder in them. This has led to women doing away with items they need, or sacrificing the total evening look by carrying a larger bag.

“Like every modern woman nowadays, I often move from meetings to evening functions. My bags are versatile, so you can transition from day to night easily, having one less thing to worry about.”

TheSelina was launched in London last month by His Excellency Datuk Ahmad Rasidi Hazizi, the high commissioner of Malaysia to the United Kingdom and Northern Ireland.

There are 10 designs from three different collections (The Twilight, The Work Hard, Play Harder and The Travel) and the bags are sold through its Malaysian-owned and London based partner modestrove.com.