25 years after the first democratic elections in South Africa, famous historical photos of freedom fighters were reappropriated into the heroes of a fashion campaign that reignited the fight for freedom in the world’s most unequal country.
Clothes from iconic pictures were remade to their exact, original specifications. The campaign told people how to get active in the continued fight for freedom in the world’s most unequal country.
Proceeds went to organisations protecting constitutional rights in South Africa.
I was responsible for all art direction, design, and branding work on this project, which won a Silver Loerie for Design.