The way one dresses can express their beliefs, nationality, culture, style, status in society and even mood. Fashion is something we cannot do without, whether simple attire, extravagant, sophisticated, formal or informal. For the young and old, being dressed right is definitely one of the joys of life.
Vlisco introduce its new designs, “NEW TRADITIONS”. The long reigning African traditional fabric designs infused with futuristic designs creating ageless contemporary designs. New Traditions’ contemporary design is the one that lights up the soul, the bold colours brings confidence to the skin.
The New Tradition brings out the bold, confident and independent woman as she embraces the power that lies within the traditions. The designs are unique with the perfect balance between retro and futuristic for the young and old. These designs don’t discriminate, and makes the saying age is just a number a very true philosophy.
Vlisco introduced the world to its NEW TRADITIONS design in a video shot in Benin, using models, dancers, fashion designers, make-up artists, and hairstylists all from Benin. With the beautiful scenery that is pleasant to the eyes, the beautiful models, the dance and the beautiful backdrop of the landscapes displaying the stunning natural structures of Benin, you’ll note scenes of striking Beninese women wearing the same Dutch Wax fabric that have been made into one-of-a-kind pieces by Beninese designers. All participate in a tradition called Aso Ebi, which is a tradition where families, communities, and groups of women dress up in the same fabric or colour scheme to signify unity. “The film consists of powerful striking images and is a visual dance of lines and structures,” Vlisco notes in a statement. “The fabrics move through the different characteristic landscapes that make them come to life, strengthened by the women who wear them.”
Following up with Vlisco on the concept of the editorial, they say Benin was a key location to execute this vision because it’s known as a “wax country.”
You [will] see many, many, Vlisco designs on the streets, at the offices, in the churches and at special events. The atmosphere over there is so special, the people are friendly and warm, We thought it is interesting to show the beauty of a country that is like a hidden secret for many.
As the women stride, move and dance to the soothing music, the strong bold walk, fearless faces, brilliant designs with the same fabrics and the accessories, you can feel the peace and unity emerge from the video. It is an inspired piece of art on its own. In this campaign, Vlisco shows women making the statement of Ubuntu— I am because we are —through new and classic prints to honour both the unity of each individual and the group.
“African print is important to me because it reflects my heritage,” Alexandra Ahouanmenou originally from Benin, who participated in the campaign, says. “My favourite moment was when all the women walked alongside us in the streets of Porto Novo. It felt like we were the stylish amazons of Benin—beautiful, strong, proud African women.”
Watch the amazing editorial video below.
HOW THE MATERIAL HAVE AN INFLUENCE ON THE WESTERN SOCIETY IN TERMS OF FASHION.
Thanks to social media, the whole world has merged into one big global village. Styles and trend in the fashion industry changes every day, going back and forth, the most amazing comeback is the Angelina design by Vlisco in 1963 but now called Dashiki. The use of African prints as inspiration by some of the designers in the west, plus some celebrities like Chris Brown, Nicky Minaj, Taraji P. Henson and Beyonce, just to mention few have been seen styled with African inspired fashion by the use of the African prints itself. African inspired clothing was worn as a symbol of black pride during the black power movement. Fashion designers have also been inspired by African prints and it shows in the works at fashion shows in Paris, New York, London, Dakar, Johannesburg and many more. Though it may seem the fashion industry is solely influenced by western fashion, that perception has not been the same this past decade. These are the times where we see a big change in the global fashion industry, where we can see western fashion designers drawing inspiration from the African fashion and vice versa, which is an exchange of ideas, trends, preferences and style on a global scale. The question to ask therefore is, what is the future for fashion and its connection to Africa?
By: Porsche SUV