The label has just released it’s look book for the collection.
It couldn’t have come at a better time, the dystopian themed ad campaign polarized a lot of African commentators, with many expressing that they thought Orange Culture had veered too far from the sleek image of it’s previous campaigns to completely sway them to this new collection.
The Lookbook does away with all the edgy accessories and the sparse background, choosing a cornfield as a back drop. It is still in theme with the collection’s more utilitarian vibe, but allows the focus stay entirely on the clothes. With this clarity to take in the clothes and accessory collaborations at face value, commentators and potential buyers can finally make informed decisions to whether they like or can’t find themselves in the clothes. And that really, is all any designer can ask for.
Photo Credits.
Photography: Travys Owen at One league agency @travysowen
Styling, Art direction and Casting: Gabrielle Kannemeyer at One league agency and Lampost SA – @gabriellekannemeyer
Models: Kevwe, Ronald, Kwen and Samuel from 20model management@20modelmanagement