/01 Project

A Singular Image

For this project, my objective was to embody the ETHOS and AESTHETIC of an up-and-coming fashion designer through a still image design. I was assigned a designer from the esteemed British Fashion Council's 2018/19 NEWGEN scheme

/Roles
Concept, Art Direction, Illustration, Research, Campaign, Design

/Deliverables
Social media integration, Poster, Print, Digital, OOH

^{/02 RESEARCH}

Understanding Wales Bonners Universe

Grace Wales Bonner is celebrated for her profound exploration of black spirituality and the art of hybridity. Seamlessly fusing her passion for history and academia with fashion design, she expertly utilizes her creations to forge thought-provoking connections and weave intricate narratives.

Bonner's work emanates an authentic and refined aesthetic, paying homage to pivotal historical movements such as the Harlem Renaissance.

^{-> PRIMARY}
In my pursuit of a deeper understanding of the world of Wales Bonner, I engaged in extensive primary research. This involved actively participating in her sample sales, immersing myself in the craftsmanship and tactile qualities of her garments. Additionally, I actively connected with her customers and clients through social media, engaging in conversations and carefully considering their feedback to comprehend the impact and resonance of her designs.

^{-> SECONDARY}
Furthermore, I conducted thorough research into Wales Bonner's collaborations, delving into her choice of models, photographers, and celebrity clients. I closely analyzed her meticulous styling approach and the thoughtfully selected locations for her fashion presentations. This research also involved an in-depth exploration of her previous fashion collections, where I paid meticulous attention to the textures, accessories, stitches, and structural elements that define her designs.

To ensure a comprehensive understanding of Wales Bonner's work, I also conducted thorough research on key historical events, paintings, figures, and media that were referenced through her designs. This allowed me to grasp the depth and significance of her creative ethos.

^{/03 IDEA}

Forging Connections

Distinguished for her meticulous tailoring and unique fusion of cowrie shell embroidery adorned with Swarovski crystals, Bonner showcases an unrivaled mastery of technical precision. Driven by a profound fascination for hybridity, she consistently navigates the delicate spaces that bridge diverse realms, whether it's the intersection of her African and British heritage, the harmonious interplay between traditional handcraft and contemporary couture techniques, or the nuanced dialogue between masculinity and femininity.

Inspired by this captivating vision, my own creative exploration revolves around forging connections between India and Africa.

Rooted in historical narratives and enriched by my personal Indian cultural background, I endeavor to weave together the threads of these two vibrant cultures, infusing them with a traditional aesthetic. Immersed in this realm of artistic synthesis, I aspire to create a captivating design that resonate with diverse audiences, igniting profound conversations that transcend boundaries.

^{/04 THE CRAFT}

Re-imagining Malik Ambar

In my research, I explored Wales Bonner's cultural references and focused on the historical era and figures that inspired her work. Now, I will narrow my research to examine the relationship between Africa and South India, specifically looking for similarities between the two regions. Leading me to the story of Malik Ambar.

Malik Ambar, an Ethiopian slave brought to South India, defied the chains of his past to become a prominent figure in history. Rising above societal limitations, he led a resistance against the Mughal empire and earned respect through his strategic victories. Malik Ambar's remarkable journey from slavery to becoming a Maharajah embodies resilience, strength, and the power to shape one's destiny.

^{/05 OUTCOME}

The Image

In my experiments, I continued using the painting of the head along with a black-and-white composition, but this time I situated the character in an Indian setting to align with Wales Bonner's emphasis on history, culture, and hybridity. The model embodies Malik Ambar, the Ethiopian slave turned Maharajah, symbolizing the connection between West Africa and South India. Adorned with traditional Maharajah jewelry, the character's pose and expression challenge stereotypes of black masculinity, conveying vulnerability and tranquility. Placing him in a room overlooking a South Indian village landscape signifies his esteemed royal position in the region.