07 Jun Young South Africa: Cult Collective x Justin McGee
Cult Collective is an iconographic Joburg-based clothing brand that merges clashing references in a collage of prints taken from global street culture, art and music. It was founded by William Ndatila and Miro Bijelich who say they’re trying to break the general mind-set of the local fashion industry, by offering a brand that has international relevance rather than using specifically local influences and design aesthetics to capitalise on being uniquely African.
They describe their brand as embracing the alternative, the offbeat and the unusual, and fostering collaboration with like-minded individuals to bring a distinctive force to SA fashion through their clothing.
One of these collaborations is with photographer Justin McGee. Cult Collective recently launched their second collection in late May along with a lookbook shot by Justin featuring some of Joburg’s fresh faces. The images were also used as projections at the SAMAs.
They let us know about the shooting of these, their latest images:
We love working with Justin for a few reasons: he’s beyond lovable and pleasant on set, and he has lighting and technical skills where most photographers have one style. It’s also a collaboration between his vision and ours, which you don’t always get with prima donna photographers out there.
For the second lookbook we decided on using models and a studio where as the last one was shot in an apartment with mostly JHB-based friends. We try to vary things, so Justin is the perfect choice.