Overview
OVERVIEW
Tokopedia Official Store collaborated with PVRA, AVA, and Kami. to present a fashion video around the theme of women empowerment. Collections from the participating local brands were woven into a story that doesn't just showcase products, but celebrates the many ways women express themselves.
With Raline Shah as the muse, the campaign uses fashion as a medium to say that every woman is free to choose, express, and define herself in her own way.
CREATIVE APPROACH
Raline Shah was chosen to represent “beauty with brain”: a woman with character, ideas, and the courage to make her own choices. Raline acts as the narrator, taking viewers into a story about confidence, individuality, and freedom of expression.
The variety of collections from each brand was then positioned to represent the many choices and characters of women. Rather than simply showing a fashion catalog, each look becomes part of a narrative about the courage to be yourself amid life's many choices.
