Tamed – verb; to subdue
Pneuma – noun; the vital spirit, the soul
Art Direction, Styling & Layout: Azra Syakirah
Creative Director & Photographer: Nial Adryan
Videographer: Nur Saleha Saini
HMUA: Erna Naresa
Assist: Kathleen Lim & Khalis Brûlée
Models: Walmir Birchler & TJ Richards
Capsule collection designed by AZRA SYAKIRAH, 2016.
A/W16 TAMED PNEUMA
TAMED PNEUMA is inspired by the psychological term "masking", which refers to the act of conceiling one's emotion, usually a negative one, by portraying a more positive emotion. It is a facade used to deceive the people around them.
The late night thoughts. The sleepless nights. The emotional wreck that no one sees. The voices that can't be tuned out. The 3am rampaging thoughts that won't shut up. The demons that reign the mind. This madness is hidden to prevent judgment, humiliation, as well as being presumed weak.
Instead what is shown on the outside, just like a mask, is contentment. Happiness. Anything that is deemed socially accepted.
Masking is used more often than not. People are using this as a defense mechanism - putting up a front, like emotional walls and shields.
Creative Director, Styling & HMU: Azra Syakirah
Photographer & Assist: Jeremy Holden
Models: Stanislav Obolewicz & Ksenia Zubkova
FASHION FUTURE FOR HONG KONG 2016
INTERNATIONAL FASHION DESIGN COMPETITION
A/W 16 Tamed Pneuma was selected as the top 18 finalist for an international fashion design competition in Hong Kong in June 2016. Competed against other designers all around the world, from countries such as United Kingdom and United States of America, France, Australia, Latvia and India.
More about the competition can be read here.