When I think of Orange Culture I immediately reflect on youthful innovation. Youthful in its approach of relaying a message; in that it's distinct and clear while always remaining fresh and energetic. This brand has been able to capture the very essence of beauty because they highlight the magic in the details.
Here we take a different #CompoZers approach and highlight an actual composition- the newest photo story from the brand titled, "Alex". Founder, Adebayo Oke-Lawal breaks down the visual and bring us into his realm.
What inspired the title?
The idea that two people with entirely different characteristics could be totally tied together by a name . Both models for example - both their names are Alex. From two entirely different worlds and interests but in that moment when someone says the name Alex - they are one.
Give us more info on the theme of this story.
We wanted to explore the idea of youth . The freshness of individuality in youth. The choice to explore the softness of youth as a man and how beautiful it could be . We wanted to explore the art of soft masculinity in youth and how beautiful it could be. The idea of loving art , loving flowers , loving beautiful things as a young African man - all those things should be beautiful even as a man.
When you are deciding on the visual for a lookbook or campaign for Orange Culture, where do you start first?
I start with a moodboard really . I pull what I call inspiration journals - which you can sometimes see on my tumblr - images, music, words that paint a picture of what I am feeling and I present that to a photographer - if he feels the emotions I feel when I see those things - gbam! - the relationship to build that visual begins.
Do you have more fun creating visuals such as Alex or designing the clothes?
Nothing better than creating clothes . Visuals do excite me but the stories I tell through creating clothes cannot be replaced
Do you feel “Alex” is a composition? Why?
I do because I feel it composes of so many different pieces of Orange Culture / so many aspects of what inspires and builds orange culture as a brand - Alex is a composition of one of the pieces of the puzzle that is orange culture. Hopefully that makes sense.
photography: The Bisbol Man
Follow the brand:
Website: orangecultureng.com || IG: @orangcultureng