GUCCI 100: When fashion and music meets through Zamaera

Unapologetic and champions of self-expression, inclusivity and freedom, there are many values both Gucci and Zamaera share.

A brand that stands in the centre of pop-culture evolution, Gucci prides itself for being a forward-thinking fashion house that doesn't shy away from innovation and change; and the same goes to Zamaera who embraces new changes as she braves through in style within the Malaysian music scene with her overflowing talent.

To complement the storytelling, we also feature Zamaera in a photo shoot where her personality shines through the Gucci 100 collection that is themed around music.

And, we also spoke to Zamaera in an intimate interview on music, representation and her newfound freedom.

What does your creative process look like these days?

As of lately, it’s a lot more organised. I was listening to The Tim Ferriss Show, a podcast of an interview with Spotify CEO Daniel Ek, who said something along the lines of “some of the best creatives I have met have creative discipline.” And that led me to really restructure the way I create music.

What was it like then?

It had always been allowing inspiration to freely enter and writing without time constraints but now I set an x amount of time for brainstorming on an idea, looking for a beat or working with a producer to create one, writing the lyrics and so on.

Of course, it’s never really the same every day but it’s become part of my daily routine and it has truly allowed me to improve my creative process.

What challenges do you face as an independent artist?

The biggest challenge is that there is no guidance, therefore, you must learn how to trust yourself. I’m very analytical but sometimes I can spend days overthinking a certain decision about which project to release first or what the marketing roll-out should look like. These thoughts can really consume you if you don’t trust yourself.

Speaking about living one’s true self, you have been open to discussing issues concerning representation and inclusivity. Is it a subject that’s close to your heart?

Growing up as a tan-skinned, curly-haired and chubby girl, I never saw anyone who looked like me in my favourite teen magazines or local television shows, and I was always made fun of in school. They used to call me “Maggi Hitam” or “Maggi Bakar”. What a lame shade, come to think of it.

Will we be hearing more about it in your new music that’s coming out in November?

I really don’t want to say much yet because it’s still a little too soon—even though November is next month. But to give you an idea, these songs represent my healing process throughout the entire year and the independence I have gained from it. It’s about being fearless and unapologetically living your truest self.

What is your ultimate goal?

The ultimate goal is to win a Grammy!

CREDITS:

Producer & Stylist: Ian Loh
Director: Nelson Chong
Assistants: Azwan, Bernard Chong & George Chong 
Videographers: Oscar Tong & Wantan
Makeup: KF Bong
Hair: Ckay Liow
Styling assistant: Amelia Tan
Talent: Zamaera
Music: Helly Kelly by Zamaera