PAWAKA present the “Look Within” campaign for SS20

LOOK WITHIN was shot in Bali with two Indonesian models, Hayati and Gilang, wearing bold, word- bearing designs by Ican Harem. Aside from presenting PAWAKA’s new S/S 2020 optical and sunglass eyewear, the LOOK WITHIN campaign is a visual urge to resist external expectations by cherishing one’s inner cosmos. Rather than succumbing to the status quo or adhering to the screen’s superficial lure, we should all LOOK WITHIN and be relentless in realising our dreams.

Showcasing local talent, the S/S 2020 campaign LOOK WITHIN pays homage to PAWAKA founder Fa’ Empel’s home country Indonesia. The model Hayati was born in West Sumatra, grew up in Jakarta and with her shaved head she defies her culture’s beauty standards. By being truthful to herself, Hayati personifies strength and authenticity. Gilang, the campaign’s second model, is a DJ based in Bali; he is part of @pnny_ , “a symbiotic collective of unique artists”.

For LOOK WITHIN, Ican Harem, a multi-disciplinary artist, who is generally influenced by Indonesian kitsch culture, designed pieces that celebrate the streets of Bali’s sense of unpredictability. The words CONDUCT CHANGE, VALIDATE, ACKNOWLEDGE, and LOOK WITHIN are flamboyantly presented on the fashion pieces—they are materialised, readable reminders of thoughtful behaviour and stem from two poems, Awakening and Bardo, written by Fa’.

PAWAKA was the code name of Fa’s grandfather during World War II and is also the Sanskrit word for fire. Embodying the symbolism of the colour red, PAWAKA represents the DNA we carry from our ancestors—the past, the present, and the future.

Bailey Moss

Click here to find Pawaka on Instagram.