Fashion

The New Originals’ SS22 "Mathlete" Campaign Is Set in Ghana

Based off director Ebeneza Blanche’s personal experience.

By
1,737 Hypes

The New Originals’ SS22 "Mathlete" Campaign Is Set in Ghana

Based off director Ebeneza Blanche’s personal experience.

The New OriginalsSpring/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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Writer
Ebeneza Blanche
Director
Ebeneza Blanche
Producer
Luca Chapman, Maru Asmellash, Smuggler
Photographer
Kwabena Sekyi Appiah-Nti
Location
Anny Arko
Art Direction
Nana Asihene
Designer
Coffee
Gaffer
Ibrahim Yakubu
Casting
Marilyn Asieduaah Gyamfi
Sound
James Adofo, Hugo Ellingham
Make-Up
Sandra Nartey
Hair Stylist
Diana Sam
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