Staff Reporters
Aug 7, 2023

Gender fluid brand Finix wants people to express their freedom in new campaign

The new wave of young adults across Gen Z and millennials are confidently owning their identities, and unafraid to celebrate their individuality.

Singapore-based Finix, a gender fluid athleisure label, has launched a campaign to carry on the conversation from Pride month in June.  

The campaign, entitled ‘Freedom is…’ debuted on July 14, and aims to provoke introspection and promote self-acceptance through sharing stories of triumph over life obstacles. It features a series of video testimonials from four individuals who have faced and conquered personal struggles: Samuel Loh, Lewis Loh (also known as Lewloh), Kelly Kimberly Cheong, and Leonard Cheong.  

Addressing nuanced social topics like gender, sexuality, identity, and body image, the individuals share the experiences that have shape their sense of self and belonging in society. 

"At Finix, we believe that every individual's life experience, with all its highs and lows, shapes who they are as a person. No experience is more or less valid than the other," said Leonard Cheong, founder and creative director of Finix.  

"Through the stories of these individuals, we hope to offer relief and a sense of community to those going through similar experiences. Above all, we hope to pave the way towards greater healing and self-acceptance, while forging a path towards a more open-minded, diverse and inclusive society." 

The first two episodes of the ‘Freedom is…’ campaign are now available for viewing on Finix's website and social media channels. Episode four will be released this week.

Viewers are invited to participate in the initiative by submitting their own stories of freedom, which will be shared across social media. 

Source:
Campaign Asia

Related Articles

Just Published

10 hours ago

Omnicom cut 3,000 roles during 2024 ahead of IPG ...

Total headcount fell 1,000, as job reductions more than offset acquisition of 2000-strong Flywheel, and agency group plans further staff cuts to save US$330 million.

11 hours ago

40 Under 40 2024: Tala Booker, Via

What does it take to build a global communications agency in a year? Ask Tala Booker, the former HSBC executive who's rewriting the rules.

13 hours ago

Majority of marketers are unprepared to combat ...

A report from Forrester highlights the risks that companies face from deepfakes, as well as the current inadequate state of preparation to combat the problem.

13 hours ago

The unbearable cost of truth

As information retreats behind paywalls and attention splinters into subscription tiers, advertising faces its terminal paradox: We've made truth so expensive that soon, no one will be left who can afford to buy what we're selling.