46664 Apparel’s launch into South African retail is has been accompanied by a fascinating print campaign that’s not only full of historical references but is groundbreaking in its visual appeal.
Conceived by Cape Town’s The Graphic Ballroom with Brand ID, the campaign is built around a series of photographs by South African-raised international photographer, Sacha Waldman.
The photographs were shot in Cape Town, with each picture featuring a detail that pertains to the life and times of 46664’s founder, Nelson Mandela.
For instance, the man seen leaning on a white car is Christo Brand who was a prison warder on Robben Island from the late 70s when Mr Mandela was still incarcerated on the island.
The boxers and boxing iconography that turn up in several photographs is a reference to Mr Mandela’s love of the sport and its egalitarian nature: “In the ring, rank, age, colour, and wealth are irrelevant. When you are circling your opponent, probing his strengths and weaknesses, you are not thinking about his colour or social status,” is one of the former South African President’s more famous quotes.
Similarly the duck on a leash, the upside down headphones, the tomato and box of sweets are all a portal into the different experiences and beliefs held by Mr Mandela which underpin the 46664 campaign.
In coming up with these visual clues, The Graphic Ballroom worked closely with researchers based at the Nelson Mandela Centre of Memory, which uses memory and dialogue to promote the vision, values and work of its founder’s life and times.
“Working with the Centre of Memory enabled us to style each shot in a way that tells a story relating to the Founder of 46664, to link it to the organisation and ignites the journey of discovery for 46664 Apparel wearers” says Wayne Bebb, CEO of Brand ID.
The idea of discovery is central to 46664 Apparel, with unexpected details found in many of the items in the Spring Summer 2011 ranges, now available in Stuttafords stores in South Africa, Namibia and Botswana as well as close to 70 other independent retailers.
Keeping the focus on the apparel is also key to the print campaign: running through every shot is also a sense of just what defines 46664 Apparel – a contemporary, world-class apparel brand that reflect the energy, diversity, quirkiness, heritage and spirit of Africa.
Known for his cutting edge, iconic images that are richly textured and superbly crafted, Waldman’s work for Vanity Fair, GQ and others meant he was able to bring a highly stylized visual flair to the photographs at the centre of the campaign.
Bebb adds “This is very much about defining 46664 Apparel as a highly contemporary, hugely spirited, very accessible brand that is going to hit the mark both here and internationally.”
No comments yet.