You were first introduced to 50 Shades of Denim back in 2019, fast forward to 2021 our goals and objectives which are “helping young women with their self-esteem, by creating a platform for them to open up about their experiences” are still the same.
This specific campaign is set to raise awareness and to let every individual that identifies themselves as a womxn and struggles with self-esteem issues of their own know that, “you are definitely not alone” and that it’s okay to be different and it’s certainly okay to have beauty “flaws.” We want this campaign to dismantle all society notions of what beauty is or what it looks like, but most importantly we want young womxn to know that beauty is subjective and not objective and that social beauty standards aren’t real.
WHAT HAPPENS WHEN TWO CREATIVE TALENTS COLLIDE? MAGIC HAPPENS.
We collaborated with Haus of Strauss Africa, which is said to be the pinnacle expression of the Levi’s® brand to bring you the second 50 Shades of Denim campaign. “Haus Africa is a residency for creative expression through style.” According to the Live in Levi’s website Haus of Strauss Africa can be defined as a space that serves as a physical embodiment of the Levi’s® brand on the continent, a place to build community engagement and nurture and celebrate African creativity and a place that empowers African creators and innovators by offering resources that can elevate their work and amplify their voices in their communities.
“In the right denim, a girl can conquer the world” – Razelle T
We featured six womxn who have been subjected to societies unrealistic beauty standards that led to them getting bullied because of their physical appearance and also having self-esteem issues. They have shared their personal experiences and hope it lifts up others going through similar affairs. Click on each of their pictures to follow through with their stories. Use this #50shadesofdenimxhausofstrauss when sharing the post on all social media platforms.
“Why should we worry about what others think of us, do we have more confidence in their opinions than we do our own?” – Brigham Young
Creative Team:
Make-up: Lindiwe Shingange (@lindi_weh).
Art director & Hairstylist: Tandaza Simama (@tandaza.simama). Creative director & Content Writer: Mukondeleli Mushiana (@_mukondi). Photographer & Videographer: Palesa Claire Ndlovu (@palesaclairendlovu).
Assistant & BTS photographer: Zaida (@kenya_pryce). Production at: Levi’s Haus of Strauss. Jeans gifted by: Levi’s Haus of Strauss. Photography editor: Naba Labolova (@naba_labolova). Video Editor: Wes Thesis (@wes_thesis)
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