At a very early morning in Shah Alam, a group of creatives congregated at the home of our Creative Director, Nelissa Hilman. The campaign, At The Center Of It All, was conceived from a long dormant idea of photographing three generations of women. For Raya 2026, we decided to make this idea into a reality, paired with a collection rooted in comfort. 

For this campaign, the idea centered around the reality of Malaysian homes during Raya. The chaos, the mess, the laughter and the pitter patter of tiny feet throughout the house. To make the idea work, we worked with actual mothers and their children, bringing Sharina Shahrin, Lily Fessy and their brood together. 

Within the home we built, you will be able to find a fort built by children themselves from cushions and blankets, crayon drawings by Zara, a kitchen bustling in the midst of a mid day feast, and a toilet that offers a brief respite for those looking for it. 

In collaboration with photographer and creative, Amani Azlin, the campaign captures these intimate in-between spaces. Moments often unseen, yet deeply felt. Together, the narrative turns its gaze inward, honouring the domestic rituals and generational gestures that define the season.

At the center of it all is a woman who carries both celebration and responsibility in the same breath. And somewhere in the house, a grandmother watches - knowing this choreography by heart. She has held it before.

Raya, held together.