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Kinky Boots: #JustBe Campaign Launches in Singapore

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Award-winning musical Kinky Boots flies in straight from Broadway this week for its Singapore debut, and before it opens, they want you to know this: “just be who you want to be”.

Fronted by international superstars such as Kelly Osbourne, Sara Bareilles, Josh Groban, James Earl Jones and Martina Navratilova, the campaign spreads Kinky Boots’ central message of loving and accepting one’s self, as each of these representatives pose in the musical’s signature thigh-high red boots. As the musical arrives in Singapore, that campaign has now spread to our very own local celebrities, like Wendy Jacobs, Jean Danker, Yasminne Cheng and Jack & Rai standing tall and proud as part of the campaign, each photographed in a setting that best represents “being themselves”, sharing what the musical’s message means to them with a key phrase.

Kinky Boots is helmed by an all-star creative team, with music and lyrics by the legendary Cyndi Lauper and book by Broadway veteran Harvey Fierstein. But it’s not just big in name – Kinky Boots has gone on to wow audiences, succeeding both critically and commercially with its Grammy and Tony Awards, and is now considered one of the biggest musicals produced in the last decade, praised as one of the most uplifting theatre experiences of all time. Says Base Entertainment Asia CEO Chantal Prudhomme: “The message behind the Just Be campaign is something important and close to my heart that I would like to spread. It is incredible to have all of these wonderful celebrities coming on board to support the campaign by sharing their stories.”

Since the musical’s premiere, the dazzlingly loud red boots have become a symbol of self-empowerment in Australia and the United States of America. Says Wendy Jacobs, wife of local football legend Fandi Ahmad: “The purpose behind the Just Be campaign is something inspiring and which I believe in. For me, having been a super model, daughter, and now a wife, mother and many other things, I now want to be a role model for other women and also encourage everyone to improve themselves to stay current with the ever-changing world, while keeping the importance of family values safe and sacred.”

We ourselves at Bakchormeeboy took part in the campaign, and we have to say: just putting on those extravagant heels is already a challenge in itself, let alone walking in them, or even looking glamorous! The zips on the boots actually got caught in my leg hair every once in awhile, and that’s why all the cast members actually have to get waxed or shaved to the last hair. Why should it be that hard to just be yourself, when it should be as easy as remembering to breathe each day of your life? If anything, we’re impressed that the cast of Kinky Boots manages to strut around looking fabulous in these monster boots each and every night.

Just Be will continue revealing more celebrities invited to join the campaign in the lead-up to the musical’s opening on Friday, and is now open to public figures who are keen to share their Just Be message with their fans and followers. Get the full story and be inspired not just by the celebs and personalities, but the musical itself, live and in person as it opens at the Sands Theatre at Marina Bay Sands this week.

Kinky Boots plays at the Sands Theatre at Marina Bay Sands from 5th – 14th October. Tickets available from SISTIC

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