This was a fun brief! Fashion Creative Julian Kubel (from Butan) asked us to collaborate with him on an exciting collection for South African music sensation, Sho Madjozi. Produced by local retailer Edgars, this collection of quality, affordable garments encouraged rich colour use, vibrant patterns, bespoke typography, meaningful cultural references and a youthful sense of fun. Let us show you:
"YOUNG FLY AFRICA"
Sho Madjozi is a South African rapper, singer, songwriter, actress, writer and poet, She is also notable for her vibrant style and fashion. True to her heritage, Madjozi incorporates the Tsonga culture into her music and image along with an African love for rich patterns and bold colour use. For her collection, we looked to create more personalised versions of these aesthetic influences. These included patterns, typographic slogans and various graphic elements.
PROJECT CREDITS
CLIENT / EDGARS SOUTH AFRICA
CREATIVE DIRECTOR / JULIAN KUBEL
PHOTOS / EDGARS SOUTH AFRICA
VIDEO CONTENT / VMLY&R
