Creative direction for by Lucien George

An exploration of how to communicate a sense of African culture and ethnicity in a contemporary western fashion landscape. Telling the stories and traditions of Africa and the Diaspora through using innovative current trends in fashion communication. Through subtle references to African culture and well thought out concepts, this is a project that promotes black designers and their longevity in the industry whilst preserving memories of African traditions and cultures.

Working with the 419 collectives, I developed a concept, artifact and strategy that seeks to promote a collective of British-African designers to watch and pay attention to.

The Artifact took shape of two printed media that were designed to be giving out to press as well as customers of the brands. One of the printed matter pushed the boundaries of a traditional lookbook whilst the other took form as a story book. The lookbook was digitally printed A4 on art paper and held together with a piece of thin parcel rope. The storybook's inner pages were printed digitally on recycled-banknote paper whilst the cover was screenprinted onto a canvas "paper" stock. The book was then sewn bound with a black thread.

All images in the lookbook were Photographed and Styled by myself.