Samsung #AmazeAfrica Fashion Week

Posted by Mary Bosibori on

In October 2013, Adèle was exclusively invited, along with six other accessories designers, to collaborate with top fashion designers to create bespoke pieces for the Samsung and Mercedes Benz Amaze Africa Fashion Week in Pretoria, SA.

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One of Adèle’s Designs for #AmazeAfrica

Timing was tight as Adèle had just returned from the DNA and Habitat Graphic Africa exhibition in London and was busy finishing a project for Ferragamo in the mean time! Adèle had ten days to design and create her bespoke pieces for the event in SA. Some sleepless nights, but she pulled it off!

Screenshot 2013-12-03 16.42.44

Another design for the Nana Brenu/Adèle Dejak collaboration

The brief was a challenging, yet exciting one. The team pulled together and placed their heart and soul into the project as they knew how important this project was for the Adèle Dejak brand and all involved.

brief

The brief and mood boards

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The main spectacle of the brief, the beetle

Adèle was partnered with Nana Brenu, a Ghanian fashion designer and the founder of the brand 1981. His designs are clean cut, minimal, but strikingly show-stopping. On first encounter with Nana, Adèle felt as if she had known him a lifetime. They just clicked and knew this project was going to work fabulously in both their favours.

nana drawing i was sent

Nana’s design for one of his pieces

nana. emma jordon, and photgrapher benita

Nana Brenu, Emma Jordan, Benita Vlok and Adèle

adding final touches

Adding the final touches to the pieces

After hours of designing and discussion with Nana, Adèle came up with six bespoke pieces in keeping with the brief of Coleoptera, or beetles.

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The runway show was a roaring success with all designers’ pieces outstandingly breathtaking and a real credit to the African continent in terms of design and technology. Each contributor was gifted a Samsung Galaxy tablet and the #AmazeAfrica team consisting of Emma Jordan, Jo-Leen Jan, Sam Manclark, Eben Keun, Jan Malan, Juanita Daniel, Benita Vlok and Christian Lee were so attentive and organised.

just before going on ramp with Benita taking photos

Getting ready to hit the runway!

dinner with samsung

The dinner at the Samsung after party

Adèle even appeared on Live TV with Laurence of Laurence Airline and was the cover model for Samsung’s quarterly magazine.

on live TV

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Adèle on Live TV and being featured in the Samsung quarterly magazine

steve photo 3

A massive thank you to all involved and those who have supported the brand on it’s journey!

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