This raya, ANA ABU, the founder is going personal with the
upcoming eid collection by closely tying her
roots into the campaign.
This collection was highly influenced by her family's
journey of migrating from different regions of
southeast Asia, finally leading her to Malaysia.
The pieces introduced in the SUKMA, TANAH & AIR
collection prominently show elements of panelling,
lines, and earthy toned colours to suit coherently with
Ana’s visual imagery of her upbringing.
The silhouettes of the garments were inspired by clothing
donned by past generations while also
introducing renditions of previous designs, infusing a
sense of modernity towards classic and timeless
designs.
Di mana bumi berpijak,
di situ langit dijunjung.
We are made of history.
Spirits of ancestors flowing through bodies.
our flesh and blood our sweat and tears.
We are the borrowers.
Carrying stories on our back lessons of
love and light
inherited from generation to generation.
We come from a long line of travelers,
migrating from past to future
passing down words of wisdom and prayers
a transition ever in motion.
Bulat air kerana pembetung,
bulat manusia kerana muafakat--
air jugalah dicincang tiada putus.
The colour of our skin
the curve of our physique
the wrinkles on our hands
the lines on our faces
- we are so different yet so similar.
It is within these contrasting thoughts and beliefs that we
unearth our shared values and reasoning.
As it takes water, air, and sun for seeds to grow into plants
-- without these different forces put together,
we won’t be harvesting any fruits of labour.
If there’s one thing that our motherland has taught us, it is this:
The only way to rise against all odds, to march through
life no matter what’s thrown at us,
is to embrace unlikeness and empower realness.
Biduk lalu kiambang bertaut--
sakit sama mengadu,
luka sama menyiuk.
With every new environment Ana set upon, she carried
new fractions of memories along with her.
The mixture of differing moments made her uniquely
herself.
Through that, she incorporated her values of origin into
this collection to give it meaning and purpose.
Our forefathers didn’t stop.
They stayed grounded, their notions preserved, yet they didn’t stop.
Where they came from was never forgotten.
They forged ahead.
Hence, here we are. In their spirit.
Semangat. Jiwa. Sukma.
Dancing and versing through the same chorus, all in the
name of our motherland.
Celebrating courage demands finding agreement in disagreement.
Because courage is moving forward despite faults and flaws.
Courage is pushing on and making progress despite the imperfections.
Our lineage traces its origin from exactly this.
Duduk sama rendah,
berdiri sama tinggi.
Serumpun bak serai,
sesusun bak sirih.
Whilst this collection may be challenging to resonate
with many,
we believe her journey has certainly created a crucial
impact on the generation of today.
Through her journey, she taught us to not let the past be
forgotten,
but rather let it seep into the stories of today.
Let’s illuminate our history through the celebration of the
past, for tomorrow and always.
Stand tall and proud with the relentless energy of
Sukma, tanah dan air.
SHOP OFFLINE:
STOCKISTS
Petaling Jaya, Selangor
Ilaika Select Store
Johor Bahru
ANAABU Kedai Fizikal
22, Jalan Tan Hiok Nee, Johor Bahru
BEV C Multilabel store
BEHIND PHOTO CAMPAIGN & LOOKBOOK
Featured brand: Wasis Studio
Photographer: Amani Azlin
Assistant: Azwan Safwan
Producer: Ariff Md Noor
Visual & Art Dept. : Shasya Shamsuri
Production Assistant: Kamarul & Dizrie
Logistic: Syahir & Amir Shiraz
Stylist: Nazsya
Asst. Stylist: Shafiqah Rafi & Farah
Make-up Artist: Afie Rohim
Hairstylist: Deanni
Copywriter: Wani Ardy
Supporting writers: Sofi & Ariff Md Noor
Graphic Designer: Dizrie & Shasya Shamsuri
Concept & Designer: Ana Abu
Assistant Designer: Arma Rohana Badrulsham
Production Manager: Nazsya
Talents: Choi Lai Yoke, Najwa, Syafiq Syuib and Lalan
BEHIND VIDEO CAMPAIGN
Featured Artist: No Good and Krew Dikir Sek Kito
Featured brand: Vans
Director: Amani Azlin
Producer: Ariff Md Noor
Director of Photography: Matthiew Chow
1st Assistant Camera: Wang Ten
Lighting Assist: Jiawei Jw & Ikhwan Lokman
Asst. producer: Azwan Safwan
Production Assistant: Kamarul & Sofi
Logistic: Syahir & Amir Shiraz
Stylist: Nazsya
Asst. Stylist: Farah & Shafiqah Rafi
Make-up Artist: Afie Rohim & Sabrina
BTS: Shasya Shamsuri & Dizrie
Production Manager: Nazsya
Assistant Designer: Arma Rohana Badrulsham
Concept & Designer: Ana Abu
Talents: Afiq Adeeb, Hussein, Amir Shiraz, Alvin, Ammar, Heikal, Megat Zulkifli, Adam, Faiz and Nik Azam.
