For the first time, Victoria's Secret partnered with Women Photographers Malaysia for a groundbreaking campaign featuring local talents and promoting the new T-shirt bra collection
Fifteen or so years ago, finding a female photographer in Malaysia was a challenging feat, much less an all-female creative crew. But the visual arts scene has since adapted with the times, with many more gifted women coming to the forefront as content creators, photographers, videographers, and more.
Celebrating this diversity with a determination to empower women both in front of and behind the camera, iconic lingerie brand Victoria's Secret has joined forces with Women Photographers Malaysia (WPM), a community of female visual storytellers who defy barriers, nurture ideas, and provide support for their passion together. Co-founded by photojournalist Annice Lyn and documentary photographer Aisha Nazar, WPM came about during Malaysia's movement control order period, created to increase gender equality in the photography industry through photography workshops, photo exhibitions and more community-driven events.
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Having grown in numbers since the pandemic, this vibrant collective of female creatives caught the attention of Victoria's Secret, distributed in Asia Pacific by the region’s leading luxury and lifestyle retail specialist, Valiram. What resulted from that was a female-led collaboration on a creative campaign celebrating female confidence and self-expression, designed around the brand's T-Shirt Bra collection. Themed #BeAuthenticBeYou, the campaign visuals and video featured former Miss Universe Malaysia 2018 Jane Teoh, Malaysian model and actress Nia Atasha, as well as Thai actress and model Janie Tienphosuwan. The female-led production was helmed by Annice Lyn as executive producer, Aisha Nazar as project coordinator, Sara Kong as producer, Jasmine Wong as film director, and Sue Anne K as campaign photographer, along with Yuki Eyok as director of photography.
“We are honoured to collaborate with Victoria's Secret on this pioneering campaign. Together, we are breaking barriers and showcasing the incredible talent and unique perspectives women photographers and production teams bring to the table,” Annice says. “Through the launch of this campaign with Victoria’s Secret, we hope that WPM's joint efforts would set a leading example in pioneering women's perspectives through the lens, bringing a pool of photographers, videographers, and even women in the production and filmmaking industries together to create something impactful and share their own stories by reframing the world through the female gaze.”
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