05 Sep EVANS Culture owns their style lane in a truly South African way
Even though international brands play a leading role in the South African fashion market, we always stay true to our local style.
South Africa’s distinct style is what inspired Evans to launch their Spring Summer 18 collection, paying homage to the dance halls, street corners and Sunday afternoon chillas that make our culture so unique.
Instead of attempting to replicate international trends, Evans joined forces with local designers and trend experts to create a select range of headgear that mixes and blends local and international trends, styles and brands.
#EVANSCULTURE is inspiring SA’s fashion conscious to own their style lane with one of their classic caps, wide-brimmed sun hats or a local favourite – the bucket hat.
“I felt honored and proud to have shot a brand that has contributed to South African fashion street culture for so many years. When I was approached with the brief I was immediately inspired by the brand’s heritage and I knew this was also an opportunity to contribute as an image maker. The brief suited my own personal style that borrows cinematic visual elements in compositions, perspective, color, narrative quality and a high luminance,” said campaign photographer Lesedi Mothoagae, speaking about his work on the range.
This new range from Evans embodies the energy of the city’s streets and can easily be incorporated into the wearer’s existing wardrobe. The SS18 collection was designed to make the wearer feel comfortable and confident by taking their everyday needs into consideration.
The latest range of headgear from Evans is pretty, practical and the perfect addition to any local wardrobe.
Credits
Photographer:
Lesedi Mothoagae – @lesedi_mothoagae
Photographer Assistants:
Thato Mabaso
Koketso Pii
Creative Direction & Styling
Chloe Andrea – @chloe_andrea_the_stylist
Hair & MUA:
Orli Meiri – @orlioh
Models from LAMPOST – @lampostpeople
Tebogo Ribane – @tebogo_ribane
Menzi Simelane – @menzi.simelane
Bafana Mbata – @its_bafreckles
Additional Wardrobe:
Dickies
Sol – Sol
Maylee
Converse
OSCS
