Vlisco’s a brand that’s truly entrenched in the West African world and this comes through in the campaign behind its latest collection.
Titled, New Traditions, the collection is built around powerful women, strong and independent  whose inner glow comes through in the beauty of their personal nature and the nature surrounding them. The campaign is centered around the structures of Benin Republic and this is reflected in the Beninois women wearing the same Dutch Wax fabric that have been made into one-of-a-kind pieces by Beniniois  designers. This is designed to pay homage to the aso ebi tradition, where groups of women, families and even communities wear the  same fabrics or color schemes at ceremonial events in a  bid to denote unity.
“Print is a way to unite with my African culture”, said Vlisco model Folashade Olory Togbe Euzen. “But even more so, dancing barefoot in the red sands of Porto Novo was an absolute highlight. My family is from there, so I felt I was stepping on the soil of my ancestors.”
Credits
Fashion designers
Style Temple, Grace Wallace, Pepita D, Casterman, Esperancia Mode, Fathma, Ideal Mode Couture, Elisha Couture, Rafiou A.
Jewelry & styling
Chyba Jewelry
Video
DOP/Director: Gregg Telussa
Assistants: Nicholas Burrough, Marinka Schippers, Michael Ugwu
Photography
Campaign Images: Nicholas Burrough
Lookbook Images: Nicholas Burrough
Assistant Photographers: Marinka Schippers + Michael Ugwu
Models
Faith Johnson (Fowler Models)
Ojima Atawodi (Zahara Model Management)
Ines Dieng
Beninese Women
Agniola Zinsou
Aïda Ahouanmenou
Alexandra Ahouanmenou
Anne-Yolaine Alao
Corinne Agbantou
Delphine Gobbo
Dior Osseni
Farida Saidou
Folashade Olory Togbe Euzen
Gene Crestia
Hermine Da Silva
Idiath Adeoti
Inès Dieng Gobbo
Josiane Chahounka
Nathalie Carrenard Degbe
Nchimunya Kabunda Brown
Nicole Olory Togbe
Rita Amoussou Mamah
Sarah Yaluissi Kpenou
Beninese Dancers
Lucrèce Atchade (Choreography)
Murielle De Souza
Beninese Hairstylist
True as Nature
Beninese Makeup Artists
Marvige Deguenon (Oussy Make Up)
Nadjida Adamon (All in One)
Marie Jesus Aihonnou (Talent Prestige)
Aémanath Roufaï (Fola Beauty)
Chimene Sossah (Lorenor)
Styling + Accessories
Chyba Jewelry – Jana Miklosova
Guide + Location Scout
Euloge Tochoedo
Post Production
Image Retouching: Edge Company
Edit + Grading Video: Maurice Leentvaar
Music Composer: Rutger Reinders
Sound Design: Any Colour You Like
Production
Hotel Rebel (Netherlands)
Primedia (Benin)
Vlisco