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.