As a child, I recall the fairy tales that were told by word of mouth, with no written records, by the elderly. This oral tradition gave fairytales many variations, each person giving something to these stories to fit their own narrative. To me, that made the fairytales so magical. I myself also want to be part of this tradition, retelling the story through visual media.

In this project, I have combined my love of fashion photography and illustration with my nostalgia for the fairytales of my childhood.

This has become a modern visualisation of Tam Cam - the Vietnamese version of ‘Cinderella’ and avant-garde fashion. Neither the fashion nor the fairytale are for the faint hearted, with themes of love, loss, drama and revenge.

I have applied the story of Tam Cam as a vehicle, with which to convey images of modern beauty and fashion.

I have collaborated with a range of creatives to build a floral fantasy set, sourced fashion from a range of emerging fashion designers and incorporated my illustrations to create a powerful graphic experience. 

As a child, I recall the fairy tales that were told by word of mouth, with no written records, by the elderly. This oral tradition gave fairytales many variations, each person giving something to these stories to fit their own narrative. To me, that made the fairytales so magical. I myself also want to be part of this tradition, retelling the story through visual media. In this project, I have combined my love of fashion photography and illustration with my nostalgia for the fairytales of my childhood. This has become a modern visualisation of Tam Cam - the Vietnamese version of ‘Cinderella’ and avant-garde fashion. Neither the fashion nor the fairytale are for the faint hearted, with themes of love, loss, drama and revenge. I have applied the story of Tam Cam as a vehicle, with which to convey images of modern beauty and fashion. I have collaborated with a range of creatives to build a floral fantasy set, sourced fashion from a range of emerging fashion designers and incorporated my illustrations to create a powerful graphic experience. Creative direction, styling and photography: Anne Thu Pham Cinematographer and Editor: Serena Siow Co-Styling: The Long Truong Set Design: Ivy Ngo Flower Arrangement: Katy Chu and her team Photography Assistants: Ash Mountford, Jonathan Rae Makeup Artist: Yasmin Goonweyn Hair Stylist: Diana Jalo Talents: Millicent Lee, Priscilla Cui, Yanqi Liu General assistants: Nam Phuong Vo, Toan Qui Tran, Anton Grabreck Music: Quê Mẹ (My Motherland) [feat. Huong Thanh] - Nodey Nguyễn To see the full project, please visit: https://www.annethupham.com/graduate-project-tam-cam