AYU
ART DIRECTION, IMAGE-MAKING
2023
Derived from the Javanese language, "Ayu” means beauty.
This project serves as a visual narrative portraying the struggles encountered by Indonesian women for generations in a society rooted in rigid traditional customs, which have constrained their freedom to express themselves.
Today's world may have become more open to self-expression, however, lingering stereotypes persist, hindering women's expression of self and pursuit of their passions. Through this project, we aspire to redefine the concept of beauty by emphasizing women's freedom in self-expression, thereby challenging conservative norms and advocating for an inclusive portrayal of femininity.
A collaborative passion project by Felicia Winarsa and Alifa Raisyah Leoribel, created together in every process – conceptual brainstorming, production, and curation.