Latest news with #RA
Sydney Morning Herald
13 hours ago
- Sport
- Sydney Morning Herald
‘Take it to them head on': Veteran's advice to Wallabies after almost shocking Lions
Kefu said the week was a joyous one of bringing many cultures together, and understanding the different – and shared – backgrounds. But he also said the team had been motivated by the treatment of Samu, who was selected for the team and trained early on, but had to withdraw after the Lions used their veto power to oppose him playing. The agreement struck between RA and the Lions was Super Rugby players would be used in the FNP squad, and the Lions argued Samu didn't qualify given he has just returned from Bordeaux. RA argued Samu qualified given he has since joined the Waratahs. Samu, who has Tongan heritage and was raised in Melbourne, stayed with the squad and ran water last night at Marvel. A section of the crowd had Samu face masks. 'Pete was originally down to play number eight and he'd already trained a few sessions with us, so to see the way he was displaced, I think was pretty poor,' Kefu said. 'Pete was fantastic, he got on with it, he was keen to hang around and help the boys prepare and the boys really felt for him.' Kefu said Samu would have a big difference to the strength of the FNP side. 'The young kid (Tuaina Taii Tualima) that took his spot, he's got a big future, but Pete Samu is an experienced campaigner,' Kefu said. 'He's hungry and motivated to get back into the Wallaby jersey. He would have been great for us.' Loading Asked if he felt disrespected by the Lions over the Samu situation, Kefu said it was a backhanded compliment. 'I think more respected because they didn't want him to play. So removing him would certainly de-power our team, so I thought they had a high level of respect for him.' Lions coach Andy Farrell, who had previously washed his hands of the Samu veto, said the side had expected an emotional response from the FNP team. 'Do you know what, it's all well and good talking that type of situation up but when the whistle goes, you're just into it and that's what you'd expect from those guys,' he said. 'They're passionate people, proud of who they're representing and they were certainly a handful, physically this evening so again, fair play to them.' Kefu said he would find a place for Salakaia-Loto and Taniela Tupou in the Wallabies squad after their powerhouse performances.
The Age
13 hours ago
- Sport
- The Age
‘Take it to them head on': Veteran's advice to Wallabies after almost shocking Lions
Kefu said the week was a joyous one of bringing many cultures together, and understanding the different – and shared – backgrounds. But he also said the team had been motivated by the treatment of Samu, who was selected for the team and trained early on, but had to withdraw after the Lions used their veto power to oppose him playing. The agreement struck between RA and the Lions was Super Rugby players would be used in the FNP squad, and the Lions argued Samu didn't qualify given he has just returned from Bordeaux. RA argued Samu qualified given he has since joined the Waratahs. Samu, who has Tongan heritage and was raised in Melbourne, stayed with the squad and ran water last night at Marvel. A section of the crowd had Samu face masks. 'Pete was originally down to play number eight and he'd already trained a few sessions with us, so to see the way he was displaced, I think was pretty poor,' Kefu said. 'Pete was fantastic, he got on with it, he was keen to hang around and help the boys prepare and the boys really felt for him.' Kefu said Samu would have a big difference to the strength of the FNP side. 'The young kid (Tuaina Taii Tualima) that took his spot, he's got a big future, but Pete Samu is an experienced campaigner,' Kefu said. 'He's hungry and motivated to get back into the Wallaby jersey. He would have been great for us.' Loading Asked if he felt disrespected by the Lions over the Samu situation, Kefu said it was a backhanded compliment. 'I think more respected because they didn't want him to play. So removing him would certainly de-power our team, so I thought they had a high level of respect for him.' Lions coach Andy Farrell, who had previously washed his hands of the Samu veto, said the side had expected an emotional response from the FNP team. 'Do you know what, it's all well and good talking that type of situation up but when the whistle goes, you're just into it and that's what you'd expect from those guys,' he said. 'They're passionate people, proud of who they're representing and they were certainly a handful, physically this evening so again, fair play to them.' Kefu said he would find a place for Salakaia-Loto and Taniela Tupou in the Wallabies squad after their powerhouse performances.
Campaign ME
5 days ago
- Entertainment
- Campaign ME
Maison de RA turns ‘identity' into main fashion accessory in campaign
Maison de RA launched a new brand campaign and pop-up activation at Flat12, is a reminder that when fashion listens – really listens – it can tell stories that feel personal. The campaign was brought to life by Untitled Co. in collaboration with The Offsite Studio, reimagines Maison de RA not just as a fashion label, but as a personal archive – a space that holds unspoken histories and layered emotions. 'The creative vision was inspired by the emotional intersection of memory, identity, and womanhood. The brand message is: You are the sum of all the women you've ever been. This narrative was visualised as a nostalgic, dreamlike space – a Maison – where every corner reflects fragments of her essence, told through textures, scents, and the intimate rituals of getting ready,' says Aisha Al Tamimi, Creative Managing Director and Founder at Untitled Co. The activation was designed to explore memory, identity, and womanhood through an immersive, tactile space. It focused on driving brand awareness and footfall, while inviting a deeper emotional connection with the RA identity. Unlike fast-paced fashion moments built for social media, this one invited a slower, more personal experience. View this post on Instagram A post shared by RA (@ Tapping into emotional memory and audience insight The activation centred around the idea that 'you are the sum of all the women you've ever been' – a sentiment echoed throughout the pop-up's design and storytelling. Every detail, from lighting to scent, was intended to evoke fragments of a lived or imagined past. The campaign was targeted towards GCC-based women aged 22–40, especially those who appreciate fashion as self-expression, emotional depth, and nostalgia. According to Tamimi the target audiences are confident, culturally rooted, and drawn to brands that reflect their complexity. 'We imagined the RA woman as someone who carries the echoes of her past with her – even those she's never truly lived,' says Tamimi. She adds, 'Our research showed that women often associate clothing with deeply personal memories – a perfume with a past self, a lipstick with a turning point, a mirror with self-recognition. We also found that Arab women, in particular, carry strong multi-generational identities – between mother, daughter, friend, and stranger – all of which informed the tone and visual direction of the campaign.' View this post on Instagram A post shared by untitled ان تايتلد (@ A brand space shaped by regional codes What made the execution stand out was how carefully it leaned into regional nuance. Rather than applying a broad or generic aesthetic, the team built the experience around elements that hold cultural weight and emotional value. Tailored for a regional audience, the campaign used Emirati Arabic in its script and drew on distinctly Arab aesthetic codes, from set design to styling choices. The narrative honored Arab femininity and memory – weaving together perfume, mirrors, lipstick, and clothing rituals that are distinctly relevant in the region. Maison de RA was a place to slow down and feel seen 'Our job was to create a space that felt emotionally familiar without being overly literal. The message: RA is more than a fashion label; it's a space that holds personal history, even if it's unspoken,' says Raoul Daou, Co-Founder of The Offsite Studio. 'From aged mirrors to layered textiles, the space whispered stories rather than shouting them – it was less of a display and more of a lived-in dream.' Visitors were encouraged not just to browse, but to linger. 'One thing that stood out was how long people stayed. A lot of fashion activations are built for quick interactions — this wasn't. People slowed down. Some stayed half an hour just walking through or sitting in certain areas. That was intentional. We kept the materials tactile, the lighting soft, and the layout intuitive so the space invited a slower pace. That helped make the activation feel more personal and less like a set,' Daou notes. 'The cinematic storytelling, Emirati dialect voiceover, and poetic visuals resonated deeply. Visitors to the pop-up described the space as 'feeling like home' or 'a dream they once had.' Organic shares on Instagram and story reposts showcased audience attachment, often accompanied by captions like 'this is me',' comments Tamimi. The result resonated. Instagram engagement more than doubled compared to previous campaigns, and during launch week, the brand received over 50 daily DMs and tags, many referencing how 'seen' or 'represented' the space made them feel. The response showed how powerful localisation can be when paired with creativity and emotional intelligence. Credits:
South Wales Guardian
5 days ago
- Sport
- South Wales Guardian
Pete Samu absence provides extra motivation, claims coach of Lions' opponents
Samu has been withdrawn from the side comprising of players with First Nations or Pacific Island heritage after it emerged that he did not fulfil strict eligibility criteria having only recently signed for the NSW Waratahs. The composite team replaced the Melbourne Rebels in the Lions' touring schedule after they entered administration and the terms of agreement for the game state only those currently attached to Super Rugby franchises can be selected. Australia number eight Samu, who has spent the last two seasons at French club Bordeaux, was able to play for the AUNZ Invitational XV that faced the Lions in Adelaide last Saturday because that match operated under different terms. The Lions say they did not object to Samu's selection for Tuesday's showdown at Marvel Stadium but Rugby Australia are understood to dispute this. On the eve of the first Test in Brisbane, First Nations and Pasifika head coach Toutai Kefu said the row would provide his players with ammunition to cause a famous upset. 'I'm absolutely gutted, I still can't believe that they would do it, complain about it, I suppose it is what it is, but it's extra motivation for our boys,' Kefu said. 'We're a team that's just been put together, we're facing a massive challenge as it is, so he (Samu) would have definitely strengthened us, there's no doubt about that. 'They must have been worried we were going to win. I don't know why they would do it.' RA is disappointed that Samu will not be in action in the fixture that takes place between the first and second Tests. 'Pete Samu is a valued member of the Waratahs and has added greatly to the First Nations & Pasifika squad since entering camp. We had naturally hoped he would be playing in this fixture,' an RA spokesperson said.
Leader Live
5 days ago
- Sport
- Leader Live
Pete Samu absence provides extra motivation, claims coach of Lions' opponents
Samu has been withdrawn from the side comprising of players with First Nations or Pacific Island heritage after it emerged that he did not fulfil strict eligibility criteria having only recently signed for the NSW Waratahs. The composite team replaced the Melbourne Rebels in the Lions' touring schedule after they entered administration and the terms of agreement for the game state only those currently attached to Super Rugby franchises can be selected. Australia number eight Samu, who has spent the last two seasons at French club Bordeaux, was able to play for the AUNZ Invitational XV that faced the Lions in Adelaide last Saturday because that match operated under different terms. The Lions say they did not object to Samu's selection for Tuesday's showdown at Marvel Stadium but Rugby Australia are understood to dispute this. On the eve of the first Test in Brisbane, First Nations and Pasifika head coach Toutai Kefu said the row would provide his players with ammunition to cause a famous upset. 'I'm absolutely gutted, I still can't believe that they would do it, complain about it, I suppose it is what it is, but it's extra motivation for our boys,' Kefu said. 'We're a team that's just been put together, we're facing a massive challenge as it is, so he (Samu) would have definitely strengthened us, there's no doubt about that. 'They must have been worried we were going to win. I don't know why they would do it.' RA is disappointed that Samu will not be in action in the fixture that takes place between the first and second Tests. 'Pete Samu is a valued member of the Waratahs and has added greatly to the First Nations & Pasifika squad since entering camp. We had naturally hoped he would be playing in this fixture,' an RA spokesperson said.
