Sunday 11 November 2012

Bloggers Unite For Fundudzi by Craig Jacobs #Protest Campaign

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 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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