Three bloggers
bringing a fresh perspective to the design landscape and three of the country’s
most magnetic personalities have come together for an online campaign launching
the Fundudzi by Craig Jacobs summer
#protest campaign.
Channeling
spirited, individualistic women who enjoy wearing pieces reflecting a modern
African aesthetic, Fundudzi by Craig
Jacobs is known for its commitment to “clothing with a conscience”.
The eco luxe
label’s spring summer 2012/13 range is testament to this: featuring emotive
slogans designed by artist Unathi Mkonto, the collection was inspired by
protest movements from the Arab Spring to Occupy Wall Street and Pussy Riot to marches
by local youth.
“The world might
be an uncertain place, but thanks to new technologies like social media and
blogs, we are witnessing a brave new world where we can all raise awareness and
bring change easily and immediately,“ explains Craig Jacobs, the label’s
founder and creative director.
The campaign
takes this ethos into the online realm by partnering three new media culture
influentials with three strong and fiercely individual women to interpret the
#protest theme in their own style.
Jerri Mokgofe
of According To Jerri (who also
helped Jacobs steer the campaign creatively) photographed socialite and
businesswoman Edith Venter wearing a t-shirt pronouncing, “Nationalise Your
Mind” teamed with a camouflage print pleated skirt in her Sandton home.
Award winning
blogger Malibongwe Tyilo of Skattie What
Are You Wearing (who describes himself as “a postponed revolution”) took to
photographing arguably South Africa’s most controversial personality, Khanyi
Mbau, at the SAFW offices in Rosebank.
Mbau wears the
label’s “Eat The Rich” kimono-sleeve t-shirt dress in the campaign.
Meanwhile,
chicster Thithi Nteta of tee tee is with
me took to the streets of downtown Joburg to snap curvaceous TV personality
and model boss Shashi Naidoo wearing the iconic Protest tank top with a pair of
Fundudzi by Craig Jacobs Afro-print shorts on Queen Elizabeth Bridge near the
Bree Street Taxi rank.
Thando
Silimela headed art direction on the campaign.
The arrival of
the campaign comes as #protest lands in independent boutiques across the
country, as well as the Edgars X SA Fashion Week Capsule at Edgars stores in
Melrose Arch and Sandton City.
Each blogger
will feature images they took on their respective blogs while the refreshed www.fundudzi.com
website will feature the main campaign as well as highlighting protest
movements through its new online magazine.
To visit the
blogs go to
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