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Fashionable hearts of Paris and Vlisco
Though France and the African continent are worlds apart in many ways, Vlisco fabrics and the world’s fashion capital share many common – fashionable – threads. In this shoot we fused the rich histories, luxurious élans and elegant hearts of Paris and Vlisco, with the help of talented creatives: Designer Shade Affogbolo, photographer Mehdi Sefrioui and art director Anna-Alix Koffi.
Together with her mother, designer Shade owns the Parisian brand Nash Prints: a brand that creates classic silhouettes for women and men, twisted by cute and classy details and exclusively using wax fabrics. Shade’s clothes are designed in Paris and always created in Benin by a local tailor in Cotonou. “We want to promote both the variety and beauty of wax fabrics and the savoir-faire of African artisans.”
For this shoot, Shade aimed for a minimalist set of designs in the spirit of her brand’s work. “I imagined a collection that adapts to different ages and cultures, and proposes paired items, such a classic shirt which could be mixed with a maxi skirt, or in turn with high-waisted, wide-legged pants.”
With the help of pattern placement, Shade made the looks in this shoot suitable for women of any age: “Classic and timeless shapes are enhanced with graphic details. These effects are created by the placement of the fabrics patterns or such as gathered finishes or yokes.”
We teamed up with Moroccan photographer Mehdi to capture these surprising fashion statements in the stunning décor, which he has the pleasure of calling home. “The locations, as well as the models, were selected to show the multiple faces of the brand, sometimes more classic, sometimes more modern,” Mehdi says.
Being involved in the African fashion industry himself, Mehdi was familiar with Vlisco’s designs and their history.
Wax fabrics are a part of Paris’ culture and match the diversity of this big city. The opportunity for me as an African photographer to work with African models in amazing Parisian locations with Vlisco’s awesome wax fabrics was truly rewarding, before, during and after the photoshoot.