16 Jan Wearable art! Concept store Ichyulu drops breathtaking visual ‘White Tee Series’
From MaXhosa by Laduma in South Africa to Ghanaian label Bestow Elan, Nairobi’s Ichyulu is an online concept store retailing some of the most coveted fashion and accessory brands from all across the continent, and recently dropped a visual story, titled White Tee Series; which is a collection of moving photographic stills showcasing some of the store’s statement accessories.
With styling and creative direction by Eve Mungwe, all the pieces in the shoot are by Nyumbani Design (from Tanzania who works with wood), Pichulik (South Africa) and Nkwo (Nigeria).
Shot in a maize field on the outskirts of Nairobi by photographer Brian Siambi, the aim of the series, according to Ichyulu founder Cynthia Mbaru, “is to demonstrate how to wear some of our statement accessory pieces with a simple white tee. We did this because we found that while people love the pieces, they are not too sure about how to style the pieces.”
White Tee Series adds to the retailer’s strong body of fashion campaigns, such as Inside/Outside with Velma Rossa and Oliver Asike of creative duo 2ManySiblings, and its focus on creating a curated shopping experience and platforming a wide range of fashion from the continent.
“Part of our ethos is to celebrate the diversity of African fashion through showcasing the use of local materials, custom prints and craftsmanship,” says Cynthia.