A Malaysian fashion label’s new campaign has sent chills down people’s spines with photos of its pale-faced models appearing as if they were sleepwalking in its latest collection.
Labo launched its limited collection of oversized tops two weeks ago in a series of photos posted to its online platforms showing a woman and a man standing with their eyes closed and decked out in Labo’s new line of couple wear.
“The models are from the realm of Barzakh,” one person mocked on Twitter yesterday. Barzakh refers to the realm between the dead and the living based on Islamic beliefs.
The tweet by @Staylowkey_v has been shared 12,000 times ever since.
Turns out the campaign was indeed inspired by horror, specifically the popular Malaysian horror-comedy Hantu Kak Limah or The Ghost of Kak Limah.
“The concept is inspired by the Hantu Kak Limah (Ghost of Limah) movie,” model Aisyah Rosli told Coconuts KL today without elaborating further.
“I did not expect the photos to go viral, but it’s okay. I just take the comments positively, everyone has their own perspective,” the 26-year-old said. “Overall, the main point of the photos is to sell the clothes, not my face.”
Labo is a Malaysian clothing retailer known for its multicolored, oversized traditional Malay clothing for men and women. Founded in 2017, the retailer has been promoting its clothes on social media with nearly 10,000 Instagram followers.
It is, however, not known for featuring ghostly-looking models. In previous campaigns, the models look very much alive.
Hantu Kak Limah is a 2018 horror comedy film about a spirit named Limah who disturbs villagers after her sudden death. Perak-born actress Delimawati Ismail portrays the mischievous Limah.
“I want to buy the clothes, but I’m afraid the models may come for me,” Twitter user @Ritznotrith chimed in, replying to the popular tweet.
“Fam you good tho? Your lips be ashy AF please take care!!” @Yourd4ddy_ said.
Others could sense that the label had intended to keep the focus on the clothes instead of the models.
“Maybe people who aren’t conventionally pretty can also look good in these clothes. The clothes look good because they do, and not because the models are good-looking,” Twitter user @Nrerlianaaa_ mused.
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