The New Originals’ SS22 "Mathlete" Campaign Is Set in Ghana
Based off director Ebeneza Blanche’s personal experience.
The New Originals‘ Spring/Summer 2022 “Mathlete” campaign is inspired by director Ebeneza Blanche‘s personal experience, depicting the life of teenagers in a Ghanian boarding school through authentic imagery.
Blanche hopes to shine a light on the schooling system in Ghana via the campaign, which spotlights preppy cardigans, vests and bottoms. The photos were artfully shot by photographer Kwabena Seyki Appiah-nti. Blanche reminisces about his time spent in boarding school, saying: “Being a troublesome teenager raised partly in the western world, my mother always said to me ‘Keep on and I’ll send you off to Ghana as punishment.’” He continued: “My experience there was immensely disciplinary and I found it hard to fit in. The surroundings, language and culture were very different from what I was used to.”
Take a look at the campaign above and below.
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