For the EDUN Spring 2017 collection, the brand enlisted Kristin-Lee Moolman to capture and maintain the theme of empowerment and youth in a surreal, almost elusive suburban space to showcase their heroines.
While last season she went to Soweto, the township of her native Johannesburg, this time she headed to the New York borough of Queens to solidify the brand’s connection between New York and Africa.
“The core idea of this EDUN series worked around finding and celebrating EDUN muses – while subtly paying homage to iconic American actresses like Pam Grier, Teresa Graves, Jeanne Bell and Tamara Dobson,” said Kristin Lee Moolman.
Haley Wollens shot three girls – Amelia, Imade and Somalia – in the 70’s atmosphere of this quiet neighborhood. Its graphic houses and winding sidewalks are used as a blank canvas where the EDUN Girls, driving a classic Pontiac Firebird, pop with their girl gang attitude and urban styling.
The visuals were, according to Moolman, inspired by black screen sirens from that era – “The core idea of this Edun campaign worked around finding and celebrating Edun muses – while subtly paying homage to iconic American actresses like Pam Grier, Teresa Graves, Jeanne Bell and Tamara Dobson,” she explains.
Moolman also created a film for the EDUN Spring 2017 RTW collection – a lo-fi, one-minute short which sees Amelia, Imade and Somalia pose in a hair salon and outside on the street, and drive around in a ’70s sportscar.