Pretoria photographer and designer Lebogang Mokgoko returns with the second campaign series of debut

Pretoria photographer and designer Lebogang Mokgoko returns with the second campaign series of debut collection Blossom. In explaining the germination process of the collection, Mokgoko describes Blossom as a work that deals with him “planting a seed” which materializes itself in the vibe, tone and aesthetic of the collection. “IIt wasn’t as much about drawing inspiration but more of me proving a point.I am trying to introduce myself to the market,” he continues, noting the importance of making the right impression with his debut collection. “It is what I hope years from now people will be able to lookback say this is where it all started. So it wasn’t about creating a winter orsummer collection, I didn’t even think of gender when creating the pieces butrather, I just focused on creating great pieces that could fit into everydaylife. Something that can ultimately justadd value to the culture and serve as my contribution.”“Blossom was also created with the intention of creating some type of introduction of me as a designer and helps me generate momentum going into my graduate collection at the end of the year.”Making use of dated floral fabrics that usually don’t lend themselves to contemporary street wear, aside from being genderless, in not sticking to conventional expectations Blossom puts itself in a position to stand out as a collection created with a mindset not evident in brands of the same category. “I really wanted to shy away from what I’m being taught atschool in terms looking for what’s “trendy” and so on but rather createclothing that means something to people,” he explains. “It was important for me to createpieces that had the design principles but yet at a level that even the guy onthe streets could relate to.”I really wanted to capture a moment in a sequence of events with having a campaign and look book. We really wanted to create a more intermit setting with the look book and contras in the look and feel of the studio to the clothes. It all represents the moment when start to understand someone, their past and start to see their potential and the light at the end of the tunnel no matter how dark. So in sort the look is just a symbol of wanting to do better and be better.Soundtrack:“It was really important for me to make Blossom more than just about clothing, but a vibe too. I felt that I could only say so much through clothing and I didn’t want to just give people something to consume visually but audibly too. Leblomo Laka is loosely translated as “my flower”, playing on the pun of the flower print that can be found in the collection itself, and a reference to a girl who is also your flower. The song is meant to be a soundtrack for people when wearing the pieces, and also something that people who are unable to get the pieces can enjoy too. Ultimately it’s the soundtrack to get out off whatever you’re going through and to get you to that “blossoming” stage.”Credits:Creative Direction by Lebogang MokgokoArt Direction by Size MbizaMake-Up by Michelle CoetzeePhotography by Keletso Nkabiti & Lunga NtilaModels: Ethan Richards, Zinhle Mtimkulu, Thato Chandlyamba, Natalie Paneng, Nicholas Lawrence, and Raeesa LadhaThe collection will be available for pre-order exclusively by contacting ordermynameislebo@gmail.com. -- source link
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