A glossy coffeetable book called Portraits of Hope 3, featuring 52 glamorous Malaysians, hopes to raise funds for The Queen’s Foundation through its sales.

The first Portraits of Hope book came out in 2003, when hair stylist Winnie Loo of A Cut Above, wanted to raise funds for Rumah Hope, a home for abused and disadvantaged children.

“I wanted to raise money doing something that was part of my life. We have done many magazine covers using professional models but this time we featured society ladies. Each woman was nicely made up with her hair done by me. The photos were taken by my friend, Alvin Loh.”

Her society friends doled out RM1,000 each or more to appear all dolled-up in her book. Eighty-eight ladies participated and Loo raised RM104,000.

The name Portraits of Hope was partly inspired by Rumah Hope.

“The portraits symbolised hope for abused kids of Rumah Hope, so it was an appropriate title,” recalls Loo.

“It was such a success that Portraits of Hope 2 was published in 2006, also in aid of Rumah Hope. The money was used to add a second wing to Rumah Hope in Paramount Gardens containing dormitories for boys and girls.’’

As Malaysia’s highest profile hair stylist, Loo has worked on some of the most powerful heads of the land and has known the Raja Permaisuri Agong Tuanku Nur Zahirah for nearly 10 years.

Late last year, Tuanku Nur Zahirah spoke to Loo about her foundation dedicated to preserving our national heritage, in particular the songket industry.

Songket weaving is a twilight industry as it is time consuming and requires special skills. If conservation efforts are not put into place now, the next generation may only be able to view this luxurious fabric in textile museums.

“I offered to raise funds for her foundation with the third book and she graciously accepted,” says Loo.

For Loo’s second book, she charged the ladies RM2,000 and raised RM200,000. Now, with rising costs, Loo is charging the ladies who wish to participate in the third book RM2,500, RM 5,000 and RM10,000.

“These are the Silver, Gold and Platinum donors,” says Loo.

The Platinum donors were flown to Tanjung Jara in Terengganu for their photo shoot.

Says couturier Melvin Lam, “I also designed a gown in exclusive songket for each benefactor. This ballgown is hers to keep as well. In addition, each person received a Journey for Your Face treatment at La Mer’s new concept beauty salon.”

Make-up was by La Mer and Estee Lauder with hair by Loo and styled by Datin Yong Maylene. All glittered in baubles by Tracy Ong of Elegance Club. Yayasan Tuanku Nur Zahirah was launched by the Queen last August as a platform to improve the living standards of the less fortunate while promoting the indigenous handicrafts industry.

The 228-page book will be launched at Ritz Carlton Kuala Lumpur in a glittering society ball in either July or August.

Portraits of Hope 3 will be sold for RM150 at MPH bookstores, A Cut Above salons, Melvin Lam Couture Starhill and during the gala itself.

Loo has raised some RM250,000 already. We hope to sell tables at RM10,000, RM5,000 and RM3,000 each.”