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.”