SHOPLOOOH Campaign

2026 SHOPLOOOH Mother's Day

by Brand Marketing on May 22, 2026

"Mother" is never a fixed label. It’s a beautiful, constant state of being in-between.

In-between being a mother and being a daughter. In-between being a mother and being oneself. In-between mother and child.

To be a mother is to fluidly move through these endless spaces. This Mother's Day, we invite you to explore this beautiful territory of being "in-between."

An Unexpectedly Honest Conversation In-Between Mother and Daughter

We wanted to film a commercial, but we accidentally captured something much realer—an honest conversation between a mother and her daughter.

Caught in-between being a mother and a daughter, there is often a mix of love, friction, and unspoken understanding. We can't explain it all in a series of short films, but these honest moments will touch your heart.

Celebrating Mother’s Day with Art Therapy Experience

This May, we celebrated Mother’s Day with an Art Therapy Experience. Motherhood can be overwhelming, so we created this quiet space for mums to slow down, unwind, and reconnect.

Guided by our art therapist, the mothers were invited to simply express and share their feelings. With no rules or judgment, they found comfort in the fluid in-between state of the brush and the canvas.

Through this creative process, they realized that the artwork itself mirrors life. The beautiful, shifting states in-between being a mother, a daughter, or your true self are not fixed labels—they are just part of a fluid, ongoing masterpiece.

Three Chapters of Motherhood: Flowing In-Between

We invited three different pairs of mothers and daughters to share their real stories, exploring the beautiful in-between spaces where love and identity flow.

Winnie & Emily

In-Between Mother & Daughter

“I understand her 100%, we’re best friends.” “I’m also learning how to be a lovely mom.”

The relationship in-between a mother and a daughter is never fixed—it is in a constant, beautiful shifting. For them, their bond changed slowly as Emily grew up.

By stepping into each other's worlds, they found a beautiful balance—growing from mother and daughter into true soulmates.

Vivian & Winnie

In-Between Being a Daughter and a Mom-to-be

From daughter to mother—it isn't a leap, it's just a beautiful continuation.

To be a daughter, while getting ready to hold a tiny life of your own. For Vivian, these two identities coexist softly. She can still be the little girl spoiled by her mom, while learning to be a mother herself.

Her mom’s love became her biggest strength, turning fear into beautiful excitement.





Wendy & Yi Tong

In-Between Being a Mother and Being Self

At 50, she bravely stepped closer to her 17-year-old dream.

Many women feel they must give up themselves to be a good mom. But at 50, Wendy chose to follow her childhood dream of acting. She proves that you don't have to choose between your family and your dreams.

By loving herself and acting, she became a happier mom—and showed her daughter, Yi Tong, that it is never too late to be yourself.

Happy Mother's Day!

This Mother's Day, we celebrate the beautiful fluidity of moving between different roles and chapters in life.

You don't always have to choose a side or find a perfect balance. Just allow yourself to flow, to change, and to softly coexist in-between.

In-Between III

In-Between III

In-Between III

In-Between III