AKEDO shows their vision for the season with a new look book lensed by Luca Vincenzo and styled by Marieke Merts. Shot in scenic suburb of Somerset West, the lookbook sees model Anna Herrera poses against a vibrant backdrop of blue sky and blooming flowers.
“We really wanted to show a different side of Africa instead of shooting the typical Johannesburg city location. We shot this lookbook in Somerset West as we felt it was a side of our country which was rarely shot and yet it was still a side that needed to be acknowledged as part of Africa. The entire shoot is very natural and subtly styled to embrace the AKEDO brand and its ethos,” explains the fashion designer behind the label, Eleni Labrou.
The sun drenched images spotlight sharp tailoring, luxe separates, bold stripes and intricate embellishments. Eleni’s view for the collection was to bridge the gap between local and global design. The garments are adorned with carved cow bone and beaded masks that require artisanal skills.
“My aim is to use as many locally skilled people as possible and to really encourage international viewers to change their mindset on what they consider African design. By using these traditional African skills and combining them with a global contemporary brand, I really feel these skills will stop being viewed as a craft and more as an art,” expresses Eleni.
At the moment, AKEDO are working on a new collection to be showcased at the International Fashion Showcase in London later this month. They have set up meetings with retailers in London and Paris with plans to stock the newly directed brand in both cities. When the team return from Europe they will be making arrangements to host exclusive AKEDO fashion events throughout the months of April and May.