Thecuy.com – The newest campaign from apparel label Ryse Shyne, ‘Ryse As You Are’, encourages women to dare to be themselves and stop self‑editing, the habit of modifying behavior to fit in socially.
Many women often tweak small behaviors, such as softening opinions or adjusting expressions, to gain social acceptance. This phenomenon served as the primary inspiration for the campaign, which highlights the importance of genuine self‑ownership—not by becoming someone else, but by returning to one’s true self.
Konsep Kampanye ‘Ryse As You Are’
The campaign is built around two core concepts: Back to Your Nature and Back to the Roots. The first concept is reflected in the Pine collection, which features predominantly green hues inspired by nature’s unaltered beauty and comfort. This line includes tank tops, motion shorts, and rise leggings designed to offer genuine ease and honesty in dress.
Felicia Kawilarang, the founder of Ryse Shyne, says the Pine color symbolizes a time when she no longer felt the need to edit herself for others. In her view, the collection isn’t about making a bold statement but about fostering authentic comfort.
Memperkuat Identitas dan Komunitas
Meanwhile, the Back to the Roots concept brings Ryse Shyne back to the essential collection first introduced a year ago. By partnering with the Risers community and fitness studios in Jakarta, the campaign underscores the value of being true to oneself and creating space for others to do the same.
The campaign is further highlighted by the short film ‘Take Your Place’, featuring Felicia Kawilarang, Lizzie Parra, Kimberly Dawn, and JC Dawn. They share their experiences of embracing aspects of themselves they are learning about, and illustrate how attitudes differ when people try to adapt in various social settings.
Pesan Utama untuk Perempuan
Through ‘Ryse As You Are’, Ryse Shyne encourages women not to become a new persona but to return to themselves with honesty and courage. The campaign serves as a crucial reminder that feeling comfortable and accepted does not come from altering oneself for the environment, but from embracing and loving oneself as they truly are.
By offering a collection that supports this philosophy, Ryse Shyne helps bolster a positive movement encouraging women to boldly express their authentic selves and feel confident.
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