— PROJECT NAME
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.
BOOKING & CONTACT
A bespoke lookbook housed the complete collection, giving an in-depth dive into the stories behind the fashion items, photos, and the people that fought for freedom in South Africa.
The book also directed people to organisations they could support to play an active role in the continued fight for freedom.