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ESSENCE: THEORY

ESSENCE: THEORY

A collection that reimagines everyday wear.

Essence: Theory tells the story of our unwavering commitment to inviting our community to become a fundamental part of our unique ANAABU style. This time, we have delved deep into the world of new silhouettes and cuts, all while staying true to the essence of our brand's design theory.

 

We have taken timeless pieces, such as the button-up shirts, dresses, and jackets and breathed new life into them. We also adapt from what has been prominent to the brand; oversized cuts, relaxed fits, and minimalistic aesthetics. It is from this foundation that we embark on a journey of style evolution, redefining the very concept of everyday wear, infused with subtle statement details, versatility, and functionality. This collection serves as a neutral canvas, welcoming all individuals to express their unique style through these pieces.

 

 

It's a collection that reimagines our everyday pieces, where everyone can find an outlet for their personal style, seamlessly integrating our pieces into their own persona.

 

 

Our brand has always thrived on the unconventional, and this collection is no exception. As part of our campaign, we have harnessed digital gadgets as key elements, empowering you, our consumers, to embrace your unique identity and style, all while staying on-trend with a distinct touch of our Theory.

 

 

A THEORY that is more than meets the eye.

 

 

At its core, embracing confidence means acknowledging your worth, combating the social expectations or external validations.

 

Theory is about designing pieces that could become a part of you, and we wholeheartedly invite you to be a part of it. Let Theory become an integral element of your style and expression.
#IWEARTHEORY
#ANAABUESSENCE
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Essence: Theory will be released online and offline starting 31st October 2023 at 11AM.
WWW.ANAABU.CO
PHYSICAL STORE
ANAABU Kedai Fizikal
22, Jalan Tan Hiok Nee, Johor Bahru
Open daily;
10AM - 6PM
STOCKISTS
Ilaika, Petaling Jaya
Video & photo production
by PRJ_ & ANAABU TEAM.
Campaign Director: Amani Azlin
Producer: Ariff Md Noor
Concept & Production: Shasya Shamsuri & Ariff Md Noor
Director of Photography: Yazeid Suhaimi
Assistant Camera: Haiqal Husin
Gaffer: Aqil Hamidun
Editor: Amani Azlin
Music & Sound Design: Faris Khairi
Photographer: Amani Azlin
Assistant: Saiful Azwan
Production Assistant: Alee Isa, Sara Nabila Azlan
BTS: Alee Isa & Sara Nabila Azlan
Stylist: Ana Abu, Arma Rohana Badrulsham
Wardrobe: Diana Khairunnisa, Ayenn Jamal, Fatin Yuhanis, Farwizah Lee
Makeup Artist: Afie Rohim

Special thanks:
VANS Malaysia
Talent:
Megat Zulkifli, Sherry, Choi Lai Yoke, Lalan
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