I remember the time when Sheer Chemistry’s Director Tahlia Gray came to approach me about the creating her new marketing campaign. As thrilling as the project sounded, I was at a particular phase where, I no longer wanted to work-- just for the money. I wanted my work to have meaning. A message.
I did not want to create a slogan, just for the sake of creating a slogan. I needed it to be authentic. As the universe would have it; Miss Gray was looking for that essence of authenticity. This collaboration was not only a great fit but, effortless.
The tights come in 5 colors. It is inclusive of women of all shades of brown and coming from diverse backgrounds. The storytelling process had to personify these colors. Allow the women who wore these tights, to feel that the product was indeed; made for them, from start to finish.
I was surrounded by women growing up, so I felt that I definitely understood them and their diversity. When Sheer Chemistry came into my life, I wanted to redefine my definition of being a woman. I asked myself the most fundamental questions about my personality, my desires and the way I wanted to be looked at, approached and respected.
I used this mishmash of emotions in addition to endless strolls in London, observing the feminine gestural poetry. The unexpected confessions of women on the streets in order to write the text for this campaign.
I would like to extend my gratitude to the team for this fabulous experience—Thank You! This contract is undoubtedly the one where, as an artist, I was paid for my passion, my ideas and my sensibility. In other words, my freedom of thought… This to me is a bliss.