The Mpura Designs LookBook for the SS18/19 collection was inspired by the kids… kids that used the fairness of juxtaposed colours to express distinct identity and message.
PHOTOGRAPHY: CHRIS SAUNDERS
CREATIVE DIRECTOR: MONGEZI STUURMAN
The Collections which plays around with different emoticons that we find very catchy and fun as youthful people . We also find that these emoticons can express what our words fail to. They found it interesting to add these expressions on to the clothing in order to add language on to a language of fashion. It is a creation that can introduce the mindset that being cool is not only about you but the story you tell when when you dress up in context
The shoot for this collection was very conceptual, they played around with city backdrops that compliment the vibrant colours of the garments and used different coloured and textured walls, together with soft areas mainly in the raw spaces of Johannesburg.
The idea of these distinct locations was to suggest a focus on the telling of stories on what the art of fashion can do for the individual and the vibrance of spaces. The idea is to empower freedom of expression. There are many ways to convey message and fashion is a great platform.