Meji Meji’s New Campaign Is an Exploration of Sisterhood
Meji Meji is back with a new campaign, and this one is all about the bonds that make us. The Nigerian label is known for visually-compelling campaigns and detailed storytelling, and its latest artistic pursuit has that in spades. Focusing on memory, sisterhood and familiarity for a short film and accompanying campaign, the rhythms of everyday life in Nigeria set the tone for the new season.
Centered around a slew of new designs arriving just in time for festival season and summer, this collection was made for the diaspora. A mesh top is covered in photographs with blocks of color to recreate the discoloration of old prints. Inspired by founder Tolu Oye’s grandmother and her personal photo archive, the “Family Album” top kickstarted the collection’s focus on family and connections.
The “Soul Sister” tracksuit arrives alongside the “Danfo” skirt and hat, created in collaboration with photographer Chukwuka Nwobi, drawing from the sights and sounds of busy Lagos streets. The name itself comes from the bright yellow buses that fill the city’s streets day by day.
As always, the collection and campaign are a love letter of sorts to Nigeria, taking elements of daily life and culture, and reimagining it as modern fashion that can resonate with wearers in Lagos and Los Angeles respectively.
The new releases are available to purchase now on the Meji Meji website.
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