Mercedes-Benz has recently demonstrated its commitment to nurturing emerging designers in Ghana, despite the cancelation of Accra’s fashion season this fall. With live events put on hold due to the global pandemic, the luxury automobile brand took the initiative to support five up-and-coming designers in the vibrant city of Accra.
In a departure from its usual role in providing financial backing and transportation support for international fashion seasons, Mercedes-Benz shifted its focus to spotlight African talent this year. The brand lent its support to designers Larry Jay, Steve French, Hazza, Atto Tetteh, and Chloe Asaam, allowing them to showcase their latest creations through a unique photo shoot captured by photographer Carlos Idun-Tawiah.
The photo shoot served as a platform to highlight the diverse and eclectic styles of the designers against the colorful backdrop of Accra. To add a creative twist to the event, editors received curated boxes containing unique items that represented the essence of the city, including mini cassettes of local music, bottles of Ghanaian cacao, and a mix of dried plants.
Each designer brought their unique perspective to the shoot, with Chloe Asaam drawing inspiration from Ashanti mythology and incorporating Rasta-style wigs and colorful jabots into her collection. Atto Tetteh showcased bold stripes and traditional motifs in menswear, while Hazza focused on graphic African prints. Steve French, meanwhile, skillfully integrated hand-painted ancestral motifs into his designs.
Mercedes-Benz’s long-standing commitment to supporting global talent in the fashion industry is evident in its ongoing efforts to promote creativity and innovation. Despite the challenges posed by the current global situation, the brand remains dedicated to fostering creative conversations and pushing boundaries in fashion.
For over 25 years, Mercedes-Benz has played a crucial role in nurturing creative talent within the fashion industry. From supporting fashion weeks around the world to collaborating with emerging designers, the brand’s dedication to fostering innovation and creativity continues to shine through.
To learn more about Mercedes-Benz’s commitment to supporting emerging designers in Ghana, visit their official website here. Additionally, for more information on the latest fashion trends and events, check out Fashion Ghana’s website here.
