Cape Town - This year has seen some of the best fashion collaborations happen – both in South Africa and around the world.
Brands and retailers have been teaming up with creatives, artists, photographers and industry influencers to ramp up interest in their campaigns and to connect with a younger audience.
From American hip hop artist Kanye West pairing up with Adidas to create the latest sneaker craze, to television personality Boitumelo Thulo being named LEGiT ambassador for Summer 2015, there have been plenty of fashion collaborations this year.
We took a look at the latest, most notable collaborations on the scene.
Over the years Italian shoe brand Superga has teamed up with a number of influencers, such as Spanish-American artist Domingo Zapata and model Alexa Chung, and acclaimed fashion houses Versace and Rodarte to produce quirky, cool footwear.
Here at home the brand continues their relationship with 5FM DJ and MC Poppy Ntshongwana, who is the face of their summer campaign.
Their latest collaboration “Superga X CHULAAP” is designed by Chu Suwannapha, known as the “Prince of Prints” for his love of eclectic and clashing prints. Suwannapha, a fashion director, debuted his fashion label, Chulaap at the SA Menswear Week earlier this year. He is the first local designer to collaborate with the international brand.
“Their classic blank canvas allowed me the creative freedom to design a Chulaap flavour Superga collection,” says Suwannapha.
* The Superga X CHULAAP collection will be available at selected Superga Concept Stores, from R950 – R1 500. For further retail information call 011 608 0023 or www.superga.co.za
In another partnership, luxury denim retailer G-Star RAW called on local creatives to interpret what they perceive as jeans culture today for the brand’s Spring/Summer ’15 campaign called “How do you wear yours?”
Included in the project is work from influential illustrators, photographers and stylists, such as Anthony Bila, Gabrielle Kannemeyer, Jade Klara, Trevor Stuurman, Smiso “Okmalumkoolkat” Zwane and Paul Ward.
Three of them speak to us about the campaign and their inspirations.
Anthony 'The Expressionist' Bila
Artist and photographer
Ekurhuleni
What is your understanding of jeans culture in today’s South Africa?
Denim in its RAW form, to me, can be likened to a metaphor for life, our existence. Over time, denim usually fades but despite the stress or strain, the denim develops more personality and character, the flaws become what makes it unique and beautiful. It’s similar to the art or philosophy of Kintsukuroi and Wabi-Sab. As a philosophy it’s all about treating breakage and repair as part of the history of an object, rather than something to disguise.
Explain your creative process?
I take in a lot of creative stimuli every day. This is a continuous process that is cyclical, all that stimuli falls on my mind like seeds and some take root, and the seeds sprout into a song, a poem, a painting, a photograph, a film.
Do you have a favourite type of jeans?
I value quality, so selvedge denim. The edges on these strips of fabric come finished with tightly woven bands running down each side that prevent fraying, ravelling, or curling.
What and who inspires you to create?
I am inspired by my partners at The Uncultured Club, a content and creative consultancy I’ve recently formulated. We work with brands, organisations, as well as each other to create socially relevant content and strategy in the most irreverent and compelling way possible.
Who are some of your favourite artists, bloggers and street photographers?
I don’t really follow particular artists or photographers, I believe inspiration can come from anywhere and anyone. The amount of research and internet trawling I do often exposes me to plethora of creators too vast to mention. But I’ll whittle out a few names, illustrator Sindiso Nyoni and fashion designer Thabang Rabothata are local artists for whom I have an appreciation.
What person or organisation is making an important difference in the South African creative scene?
I believe that I am. I began as a blogger, curating the content of other creators years before the trend of blogging became popular in South Africa. When I saw the change, I then became a creator through photography, illustration and video. I am only getting started, though.
What exciting projects are you currently working on that we should look out for?
I was recently cast as myself in a local movie called Ayanda that is on circuit, which was surreal. I’ve just completed the G-Star exhibition which was great and my next project is a short film and an EP that I’m currently shooting and recording for early release in 2016. In between all of that, I have some brand campaigns that will be rolling out during the course of this year.
Best and the most fun part of your job?
This isn’t a job to me, it’s a way of life, a form of expression. Waking up every day and being able to create, collaborate and give the marginalised African a voice through my work has been a blessing every day. I only look forward to collaborating more, to bring Africa to the world and the world to Africa.
Smiso Zwane
Multi-disciplinary artist
Durban
Tell us about your understanding of jeans culture in today’s South Africa and how you approached the project?
Denim is very close to me since I was born in Umlazi township in Durban where most residents are blue collar workers. Work-wear is more prominent than suits where I come from. Also, growing up in the ’90s we were introduced to a lot more denim brands and thus got really interested in (various) fits from a young age. That’s how I approached the poster design for this project. I made an imagined 2020 G-Star advert directed straight to the township youth.
Explain your creative process?
I basically designed everything from the internet vaporwave design language, but was really interested in how it would come out if it was grayscale instead of colour.
Do you have a favourite type of jeans?
Not to be biased, but my favourite jeans is the G-Star Arc at the moment. I have a pair that I have been wearing for over three months straight and I have only washed it once.
What and who inspires you to create?
I am really inspired by what people are wearing on the streets. I travel a lot and I am always observing the little differences between places, in terms of style and attitude, and I always try to find the socio-political reasons behind those things.
Who are some of your favourite artists, bloggers and street photographers at the moment?
Definitely everyone in my collective, Boyzn Bucks, The Sartists, Maitele Wawe in Tshwane, BangyIsDead, Didi Monsta from Correction Wear, Young and Lazy, TwoBop, Sol-Sol out in Cape Town. My favourite photographers are Anthony Bila, Cool Cool Beverage, Day Marumo and EveryDayPeopleStories right now. Almost forgot about The Visual Content Gang ( Bathandwa Alperstein and Chris Kets )
What under-appreciated artist, photographer or blogger do you thinkpeople should know about?
People should really lookout for Day Marumo (photographer/videographer). He has the eye. Also watch out for BangyIsDead and Didi Monsta from Correction Wear with their streetwear brands.
The best and the most fun part of your job?
I think it’s the travelling, meeting people, seeing places that keeps me inspired. Also, the fact that people’s appreciation is really for your mind.
Jade Klara
Artist and illustrator
Cape Town
Tell us about your understanding of jeans culture in today’s South Africa and how you approached the project?
I find it so interesting how clothing is appropriated and how differently individuals choose to wear their jeans. It’s an extension of how they feel and what they want to project. In South Africa we have such a great, diverse group of people who are so creative and interesting. I wanted to draw on these individuals for the project
Explain your creative process?
I wanted to create an illustration that embodies a feeling of empowerment and individuality.
Do you have a favourite type of jeans?
I like high-waisted jeans at the moment, but I like to change it up.
What and who inspires you to create?
Inspiration comes from so many different things but I love looking at people, I love drawing on relationships between people and nature.
Who are some of your favourite artists, bloggers and street photographers at the moment?
The Expressionist, Paul Ward, The-creative.co.za ,10and5, Faith 47 and Mitchell Gilbert Messina.
What exciting projects are you working on we should look out for?
I have a really exciting group show coming up at Salon91 Gallery, called This is the Place, and then some great collaborations coming up.
Cape Argus