Ghanaian fashion brand Larry Jay has just released the lookbook for its Spring/Summer 2020 collection called “Zongo“.
The collection which is named after the designer, Larry Jafaru’s, place of birth is inspired by the people of Zongo and tells their story with unique tie and dye pieces.
According to the brand:
SS20 collection took us back to the cherished place of birth of our founder and designer Larry Jafaru
He was born and raised in one of the widely known slums of Accra, Zango (corrupted to Zongo). It has always been considered a ghetto by non-residents because of the heavy population and disorganized social behavior of some of the inhabitants.
He has always yearned to change the negative narrative formed by these non-residents by showing them the beauty of its complex lives and an endearing positive side through fashion.
The Zongo communities are not only settled by Ghanaians, they are also populated by Muslim migrants from northern Nigeria, Mali, Senegal, Burkina faso, Niger, Algeria, Guinea etc. They migrated for trading purposes and also in search of a good and peaceful life. However, regardless of the diversity of their backgrounds, residents of these communities still find it necessary to cultivate a sense of unity and solidarity among themselves in order to survive in their new urban place of residence. A common feature shared, apart from religion, is the use of the Hausa language as their lingua franca.
The SS20 as well as AW19 cotton (brocade) fabrics were hand tied and dyed with vintage techniques by Guinean artisan dwellers who migrated to these communities in Ghana to trade and also enhance their livelihoods.
Larry decided to take everything back to the community that brought him up because his mission is to build a sustainable brand that is ethically and socially responsible to its environment, a brand that will empower and give back to these communities in its own little way.
The collection was tailored and handcrafted by Larry and talented young people from the ZONGOS.
See the full lookbook below
Styling/Creative Direction: @jafaruofficial