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adidas Originals | AREA3 CPT’17 | Zenande Mtati

adidas Originals | AREA3 CPT’17 | Zenande Mtati

August 16, 2017 / 0 Comments

Editorial by Zenande Mtati produced in AREA3 CPT’17

A relook on a misappropriate culture of Pantsula.

Born out of an urge where young black youth wanted to be expensive, this is a culture I was raised by being a black child in post apartheid South Africa.

The backdrop has elements that are mostly relatable in black homes.

The purpose of this concept is to diminish the stereotypes associated with this culture and also to inspire young black youth to use a platform like adidas Area3 to tell their own stories.

Art Direction and Set Design: Luxolo Witvoet / Zenande Mtati

Styling: Sinazo Diko

Photography: Zenande Mtati

Model: Batsi Magwere and Akha Manyakanyaka

AREA3_CPT_ZENANDE_MTATI_20170812-019 AREA3_CPT_ZENANDE_MTATI_20170812-071 AREA3_CPT_ZENANDE_MTATI_20170812-191 AREA3_CPT_ZENANDE_MTATI_20170812-139 AREA3_CPT_ZENANDE_MTATI_20170812-049-2 AREA3_CPT_ZENANDE_MTATI_20170812-137 AREA3_CPT_ZENANDE_MTATI_20170812-123 AREA3_CPT_ZENANDE_MTATI_20170812-084

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

 Email raees@area3.co.za 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 conceptualisation 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 www.adidas.co.za

#NMD

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@adidasOriginals

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