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Succinct yet eclectic, the campaign, DE-LABEL, heralds a new era of femininity – of nuance, confidence, and agency – amidst the rambunctious veneration of archetypal femininity, while tracing the rumination in empowering oneself out of the typical.

Amid throes of societal trappings and labelling, women have long been – for millennium – an archery target. Though, lately, surge of movements on women’s rights sprang up one after another, such relentless yet somewhat latent pursuance seems to fall short, stuck in limbo.

What is burdensome about the stagnation is not just men-to-women stereotypical judgments, so much as some females more often than not label other women with orthodox ideals. Being judged upon what they wear, how they talk, or even how they walk, women could but endure the practice of women-shaming (for some it happens to be self-shaming). Rare cases of some fighting back indeed do exist, but not omnipresent. They all have to live up to the classic rom-com female lead, if not the archetype of Virgin Mary.

“Every day, women are judged. If we don’t follow suit, we’re the outlaws.”

DE-LABEL is thus a social critique defying such outdated gender-binary mindset. The campaign sees three women juxtaposed with a tableau of words infused with vitriol – caustic criticisms, and far worse – while we watch as they confront disparagements and identify themselves by wiping out the spitefulness gushed towards them.

De-Label: Lisa

Lisa has an enchanting way about her, a confident poise, a penetrating stare, and a warm smile. Now aged 63, she took her first breath as a model when she came across an Instagram post about “silver models”. Going out on a limb by pursuing her childhood dream, her age does not undermine, but unleash, her ability. “It’s all about taking risks and keep trying and trying,” her eyes are infused with overflowing passion, “I was hesitant about wearing a back-revealing dress, but the moment I tried it on, I feel like myself.”

“I don’t feel like 60 at all, I’m 6 now!”

By no means are modelling and aging two antithetical ideas. To Lisa, modelling is visceral self-expression,“now there’s a sense of sophistication in my photos, unlike my younger self,” says she. Having suffered with cancer and survived it, Lisa has been driven to the brink of a “second life” – as she calls it – abound with colors. “I don’t feel like 60 at all, I’m 6 now,” she bursts into laughter, “I’m reborn, it’s time to experience life at its fullest.”

With the ticking timer that’s carried in Lisa’s age, she is unafraid of criticisms. Posing elegantly and endorsed by flashing lights and cameras, she is at her most confident stage of life. “I don’t care about what people say; when I wanna do it, I do it.”

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