About the project
Celebrating an indigenous family in Eldorado Park, one of the most notorious areas in Johannesburg, through a fashion editorial powered by up cycled denim.
This story explores the thread that ties many generations together; timeless style. The 501 is essentially timeless, and loved by the Matriarch of the Olifant family; Aunty Janet. The story explores this idea of intergenerational connection through the cyclical nature of fashion. The family in frame, lovingly known by the Eldorado community as the Olifant family, are a tight knit group of style benders and community cornerstones.
Through the use of upcycled classic Levi's pieces such as the 501, the story explores the cycle of timeless fashion, with a particular aim at becoming more sustainable. there is no such thing as waste if your items of clothing are timeless.
The portraits show the interconnectedness of the family through the vehicle of fashion, and the 501 is cornerstone of the conversation.
Photographed by Imraan Christian, and styled by Amy Zamaa in collaboration with artist African Ginger in Johannesburg South Africa.\