Libresse ‘Vulva’ campaign trends on Twitter following complaint from religious group

Libresse in Malaysia recently reimagined the floral embroidery of the traditional Nyonya Kebaya patterns with the Vulva in the centre of the flower as a symbol of femininity to inspire women to embrace their V-zone. The activation idea caused Libresse to trend on Twitter in Malaysia when a Malaysian religious group complained.

Following the launch of the campaign a Malaysian religious group called out on Libresse and requested them to pull out the campaign (pictured bottom).

Libresse issued an apology (pictured below) and pulled their campaign. This sparked a twitter frenzy as netizens spoke up in support of Libresse.

Libresse stayed in the top 10 trending topics for 3 days. As of 7pm, Sunday, it hit the #3 spot with 67.4k organic tweets.

Executive Director of The Asian-Pacific Resource & Research Centre for Women (ARROW) spoke up in support of Libresse’s effort in normalising the V-zone.

A comic illustrated by a local cartoonist also joined the conversation.