An exclusive first look at Yevu's new range
Wednesday November 11, 2015
It's that time of year, everyone starts thinking about water and buying Aeroguard. The air is thick with the smell of liberal deodorant lashings and soupy heat, everyone starts smiling and wearing more colour. It's reaching summer, yes, but more importantly it's time for the annual drop of new Yevu.
Director Anna Robertson has been teasing frothing-fans for weeks with glimpses of the new wares on Instagram. And, like the nostalgic allure of a mozzie coil whiff, the images conjure dreamy thoughts of you living your #bestlife in the sun with no work and heaps of mates covered head to toe in West African wax print.
The latest lookbook is a doozy. Created in collaboration with Ghanaian photographer Francis Kokoroko and local sign writing artist Don, it presents a hyper-real dramatisation of domestic life. The shoot pays homage to the work of 80s/90s studio photographer Philip Kwame Apagya, who shot his subjects in front of opulent, painted backgrounds– imagining a dream lifestyle filled with televisions, stocked fridges and houses in the country for the financially struggling people of Ghana. The Yevu 2015 lookbook is a modern day interpretation of those images, loaded with local cutural references and engaging with the rapidly updating social identity of West Africa.
This is only the beginning– Yevu's temporary stores are opening in Sydney and Melbourne in the coming weeks so start preparing your elbows, they sell out fast. We'll be bringing you a few secret Thousands and Yevu events soon too, keep your ears peeled and your eyes on the newsletter.