Directed by Carlo Lavagna and Roberto De Paolis
Studio Africa is a virtual loudspeaker for a new generation of creative talents from across the continent. The campaign features nine artists in fashion, film, music, literature, and photography; individuals with both talent and a deep commitment to their respective countries and people: Meet Laurence Chauvin Buthaud the Ivorian designer sidestepping the clichés associated with African fashion and harnessing global influences to make her mark on menswear; Yannick Ilunga, the lover of Joy Division, pioneering South Africa's new wave aesthetic; Abdellah Taïa, the writer from Morocco breaking taboos as the first openly gay author in the Arab world; the Tanzanian catwalk model, Flaviana Matata helping women empower themselves through education and business; Baloji, the Belgian-Congolese artist whose philosophical bent and arsenal of styles challenge what it means to make 'African music'; the Senegalese actor, Sy Alassane creating opportunities for kids back home; photography collective, I See A Different You, who roam their hometown Soweto to capture its cool; Uviwe Mangweni, the Jo’burg based photojournalist telling stories and creating new images of the ever-changing city; and Tanya Mushayi, the Zimbabwean born designer whose work is a heady celebration of African Ankara and wax prints.
Step inside Studio Africa to find out how the cast members are redefining the future on their own terms.
Studio Africa was born out of the Spring 2013 collaboration between Diesel+EDUN. A denim collection born in Africa and entirely sourced and manufactured in Africa with the finest CCI cotton from Uganda. Worn by a new generation of creative talents. the collaboration goes beyond fashion to discover and be inspired by a cast of creatives fueling innovation across Africa.
In January 2012, Diesel founder Renzo Rosso and EDUN founders Ali Hewson and Bono travelled to Uganda and Mali, where they shared their love of the continent and toured each other’s programs: Diesel’s Only The Brave Foundation project in Dioro, Mali and EDUN’s Conservation Cotton Initiative (CCI) in Uganda. The experience encouraged them to join forces to further apparel trade and development in Africa under the name Diesel+EDUN.
Using raw, untreated denim, the 25-piece collection co-designed by Diesel+EDUN was built around a reinterpretation of the four pocket jean of the 1970s popular on the streets of South Africa. Malian textile prints are echoed in the denim lining and across the jersey pieces in the collection. Embroidery details reference traditional Zulu weaving patterns, while the dresses feature Kenyan metalwork. Running through the collection are four original symbols designed to reflect the heart of the DIESEL+EDUN collection.
Directed by Jasper Clarke