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adidas Originals | AREA3 CPT’17 | Luxolo Witvoet

adidas Originals | AREA3 CPT’17 | Luxolo Witvoet

September 5, 2017 / 0 Comments

Editorial by Luxolo Witvoet produced in AREA3 CPT’17

I drew my inspiration for this work from African cultural tradition but mostly from my cultural tribe which is AmaXhosa. I wanted to embrace, celebrate and show my appreciation of my cultural aesthetic and heritage. A lot of times our cultures are misappropriated and misrepresented in mass media by other. I wanted to make it my responsibility to highlight it in a positive light. I’ve also realised that the youth is being misled by what they have come to know of African tradition as being primitive and backwards. By associating African tradition with an influential street cultural brand like Adidas I hope that the youth will find interest in doing more research about their history and gain a new found appreciation for their heritage and where they come from.

Shooting at Area3 was a great opportunity and experience. It was challenging working against time and having to rely on working with others. It was also the first time working on a commercial productive space. I’ve gained a lot with working collaboratively with other skilled people.


Creative Direction & Photography: Luxolo Witvoet

Models: Tatenda Wekwatenzi, Khumbulani Gobingca & Qhama Phandle

Make-Up Artist: Cheriva Mabe

Stylist: Colleen Mkhungela

Retouching: Sipho Mpongo

Art Direction & Set Design: Luxolo Witvoet & Pacifique Bü Kihang

Assistant: Zenande Mtati

Ceramic Designer: Sikho Mququ

Lighting Setup: John Second

BTS Photography: Lisakhanya Raselo

Special thanks and shout out to Gabby Kannemeer and Imraan Christian for the guidance and initiative of opening the space. Special thanks to Keenan Oliver for allowing me more time to shoot my last look. And to my home boy Yandisa Gadezweni for hooking me up with Props. And lastly a shout out to my mother Mathabo Raselo for organising the beads and cloth. And to Raees the space manager for hooking up the music.


To use the space to bring your ideas to life all you need to do is:

 Email to book your slot & he will get in touch to confirm a date & time as soon as possible.

Once you are checked in our Creative Directors, stylist Gabrielle Kannemeyer and photographer Imraan Christian will assist you with the conceptualization of your content ideas & styling.

John Second will assist with your shoot production, lighting, and editing

NMD dropped on the 13 July

Available at adidas own retail doors and online at