Studio Africa is a virtual loudspeaker for a new generation of creative talents from across the continent. The campaign features nine artists in fashion, film, music, literature, and photography; individuals with both talent and a deep commitment to their respective countries and people: Meet the catwalk model running a foundation for the education of orphaned girls in Tanzania; the actor creating opportunities for Senegal’s talibé beggar children; the fashion designer building an industry in Côte d’Ivoire one skilled worker at a time; the musician drawing on Belgian and Congolese roots to challenge what it means to make African music today; the writer from Morocco breaking taboos as the first openly gay author in the Arab world; and the photography collective showing their home-town of Soweto, South Africa in a whole new light.
Step inside Studio Africa to find out how the cast members are redefining the future on their own terms.
Studio Africa was born out of the Spring 2013 collaboration between Diesel+EDUN. A denim collection born in Africa and entirely sourced and manufactured in Africa with the finest CCI cotton from Uganda. Worn by a new generation of creative talents. the collaboration goes beyond fashion to discover and be inspired by a cast of creatives fueling innovation across Africa.
In January 2012, Diesel founder Renzo Rosso and EDUN founders Ali Hewson and Bono travelled to Uganda and Mali, where they shared their love of the continent and toured each other’s programs: Diesel’s Only The Brave Foundation project in Dioro, Mali and EDUN’s Conservation Cotton Initiative (CCI) in Uganda. The experience encouraged them to join forces to further apparel trade and development in Africa under the name Diesel+EDUN.
Using raw, untreated denim, the 25-piece collection co-designed by Diesel+EDUN was built around a reinterpretation of the four pocket jean of the 1970s popular on the streets of South Africa. Malian textile prints are echoed in the denim lining and across the jersey pieces in the collection. Embroidery details reference traditional Zulu weaving patterns, while the dresses feature Kenyan metalwork. Running through the collection are four original symbols designed to reflect the heart of the DIESEL+EDUN collection.