Victoria's Secret general manager Nicole Low adds: “We are thrilled to partner with Women Photographers Malaysia for this historic campaign. At Victoria's Secret, we believe in empowering women in front of and behind the camera. This collaboration allows us to showcase the exceptional talent of women photographers and production teams while celebrating the T-Shirt Bra Collection, an essential garment loved by women worldwide.”

Tatler Malaysia caught up with Annice Lyn, Sue Ann K, and Jasmine Wong for their thoughts on this ground-breaking project and its precedent for future creatives in Malaysia.      

How was working on this campaign such a game-changer for you and WPM? How many women worked on the project?

Annice Lyn: It was a game-changer because we were given the opportunity to make a difference. After discussing with my co-founder, Aisha Nazar–who has been such a pillar of strength at the backend of this collective–we decided to reach out to a broad range of women: producers, directors, directors of photography, camera assistants, colourists, editors, stylists, makeup artists and more. 

The entire creative team consisted of roughly 35 women and eight men. All-in-all, it was a women-led production, where Women Photographers Malaysia was able to provide an opportunity the elevate women in photography, videography and production fields. While we are collectively working on championing gender equality in this area, it is also important that we keep in mind not to step into reverse gender inequality by oppressing men just to lift ourselves up. We should learn how men can become better allies to women in support of what we do.

What were the dynamics like, working with a majority-female team for this campaign?

Sue Ann K: It was definitely different from usual. I personally felt that the female team members could better relate to the experiences and challenges faced by the models, thus nurturing an environment of understanding and empathy.  I always believe that a photo is more than a photo, and having the subject feel comfortable and at ease when the photo is taken is equally important.  When on set, the team could always anticipate and address potential concerns or discomfort, ensuring that everyone felt safe, heard and respected throughout the process. Because of this, the models and the crew were able to bring out their A-game, and we captured them in a confident, strong and empowered state.

Jasmine Wong: I personally feel that working with a female-led team can foster a collaborative and supportive atmosphere. Working in a safe environment encourages open dialogue, teamwork, and mutual support among team members. Everyone feels comfortable expressing their ideas and concerns, knowing their voices will be heard and valued. All members of the team provide strong and diverse role models for one another when working on the campaign. Seeing successful women in leadership positions can inspire and empower others, reinforcing the idea that everyone can achieve their goals and make a difference.

What's the most important message you wanted to send through this campaign? 

Sue Ann K: We hope to inspire a shift towards more empowering portrayals of women. We want to encourage brands to create campaigns that celebrate women's achievements, promote self-expression, and foster a sense of empowerment. We also hope this collaboration will inspire more opportunities for female photographers and creatives, setting a precedent for future collaborations of the potential works that a woman or an all-woman team can bring to a campaign.

What kind of precedent do you hope it will set for future creative brand collaborations in Malaysia?

Jasmine Wong: Through this campaign, I hope that we can overcome stereotypes and systemic barriers to achieve recognition for female creatives and crews. We would like to call upon producers, studios, and industry leaders to recognise the immense talent that lies within female directors, photographers and crews. It is not enough to pay lip service to diversity and inclusion; we need concrete actions and systemic change. Besides that, I hope that this campaign will inspire women to embrace and celebrate their unique inner qualities. We want to cultivate self-acceptance and confidence because everyone is beautiful in their own way, and that true beauty lies in embracing one's individuality.

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