What is emerging is an aesthetic tinged with 90’s photo grain, gleaming streetstyle, mixed with a claim specific to an imaginary Africa, resulting from a generation of artists enjoying the blurring of tracks and the celebration of life. In any case, this is what Kenzo describes with its Summer 2017 campaign in an unprecedented project. A video with charismatic beauty, a raw, filterless, urban and smart Africa. Artists Ruth Ossai and Akinola Davies Jr showcase festivities around a beauty contest organized by/for the young women of Nsukka.

@KENZO – GIDI GIDI BỤ UGWU EZE – Photo Ruth Ossai

Ruth Ossai is a Nigerian photographer and photographs a contemporary, young and trendy Africa. She will also publish a book in 2018. Collage with assumed kitsch, muddled looks and staged in front of printed canvases of fantasy landscapes. Everything is paradoxical but it is what defines it, “reflection of her native Africa” ​​according to her words. It celebrates a “beauty, to question and to value” that it is Nigerian and African, from here or elsewhere.

@instagram.com-tropicalqueenrooty

@Ruth Ossai

@Ruth Ossai

On the other hand, and in a “other” Africa, Pieter Hugo also embodies a “violent” vision. Born in 1976 and living in Cape Town, he photographs a battered, violent South Africa, where Apartheid is still too deeply rooted. His work questions the notion of race, the contradictions of a country yet magnificent, whose inhabitants themselves do not have the chance to know its beauty.

@Pieter Hugo

The influence of a “new” photography inspires the fashion and design world, resembling filmic ovnies like Félicité, directed by Alain Gomis and awarded the Silver Bear at the Berlinale 2017.

@ trigon-film.org

@ trigon-film.org

In search of an authenticity, without copying an endlessly bleak western, not understanding this culture, other photographers like Namsa Leuba or Travys Owen set the tone of fashion editorials, campaigns or even lookbooks of collection.

@ Travys Owen

@ Namsa Leuba

Nadine Ijewere stages Stella McCartney’s SS17 collection in Lagos while the Mabeo brand, coming straight from Botswana, is partnering with OM O Creates for the publication of its 2017 campaign, while the Edun brand is not afraid To remain authentic with its 2018 Resort Runway.

@ Stella McCartney + Nadine Ijewere

@ Stella McCartney + Nadine Ijewere

@ Mabeo furniture

@ Mabeo furniture

@ Edun

Africa, its countries and its energy are emerging; Expecting no one but his talented children to raise his aesthetic strong, shouting, daring and charismatic in the eyes of all.

VIRGINIE MOUROUVIN
Forecasting Stylist

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