THE NEW ORIGINALS SS22 Puts Mathletes on Center Stage
Inspired by boarding school in Ghana.
Amsterdam-based label, THE NEW ORIGINALS is committed to showcasing the creative harmony that is celebrating different backgrounds. For the brand’s Spring/Summer 2022 campaign and collection, it decided to pivot from the traditional by placing mathletes on center stage.
To bring the new collection to life, THE NEW ORIGINALS teamed up with film director and multidisciplinary creative Ebeneza Blanche, who has worked with Skepta, Wizkid, Elle, Harper’s BAZAAR and more. Uniting his personal experiences with THE NEW ORIGINALS’ commitment to authenticity, the striking visual showcases the multifaceted lifestyle of teenagers at a Ghanian boarding school.
“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’. Fast forward and I find myself in Ghana attending boarding school,” said Blanche. “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. This project was an opportunity for me to shine a light on the schooling system in Ghana.”
Directed by Blanche and shot by cinematographer Sam Meyer, the campaign video shuffles between poetic shots of everyday life at boarding school from math class to playing outside with friends. The school-ready collection features a range of pieces including knitwear, short-sleeve button-down shirts, t-shirts, jackets and sweatshirts – washed in shades pistachio green, sky blue, cyan, beige, lavender and more. Knitwear serves as a collection highlight with a collegiate-style cardigan in merlot with forest green detailing, a graphic watercolor crewneck sweater and a sudoku sweater vest in off-white and green. Completing the collection are accessories like baseball caps and socks.
Check out the campaign video and collection above, which is available now on the brand’s website.
In related news, Daniel W. Fletcher SS22 modernizes 1950s menswear.
