11 March, 2019, HELMOND – In commomeration of this year’s Mother’s Day, Vlisco has launched “The power of heritage” campaign at vlisco.com/thepowerofheritage, retail stores, and across the cities of Nigeria. The campaign was inspired by the beauty of family bonds, and how much we learn from the wisdom passed down from our mothers and grandmothers. Through a series of photographs and interviews, the campaign showcases three generations of remarkable women from two Nigerian families in Abuja and Lagos.
Each set of women talks about their tight bond, love
and the stories and values that are passed down through the generations.
“It’s amazing to have 3 of us sit like this”
-
Skinny Girl in Transit Star, Abimbola Craig, her mum Roli Craig and Grandmother Florence Egbe.
In Lagos, Vlisco interviewed “Skinny Girl in Transit”
star Abimbola Craig, along with her mother Roli Craig and grandmother Florence
Egbe. Roli Craig speaks with humour and admiration about her own grandmother’s
entrepreneurship and dedication to her family, and Abimbola Craig talks about
how, even with her modern work life, the faith and values of her mother and
grandmother remain strong within her.
“She
groomed me into the woman that I am.”
In the Hausa
regions of Nigeria Vlisco spoke with Na’ada Joshua about her mother Hajara
Friday Joshua, and her grandmother Halima Ballah. She talks about her mother’s strength
and its positive influence on the way Na’ada herself is as a mom to her own
2-year old son. “She made it easy for me to talk to her…I want to be a
friend like that to my son.”
To capture the moments between these women, we worked
with photographer Coco Olakunle, who specializes in capturing the superstar in every woman, revealing humble
and extraordinary details. In the Abuja photoshoot with Na’ada Joshua and her
family, Anita Chialuka Ebeledike of the fashion label Divalukky created three
ruffle-rich dresses with complimentary headwraps using a wavy check Super Wax.
While in Lagos, designer Joan Ibuzo of the House of Marie fitted the three
Lagotian women in a magnificent new purple and orange Wax Hollandais with
playful appliqués from our Wax Fantastique campaign.
Vlisco:
Inspired by
Africa, made with a technique derived from Indonesian Batik, designed in the
Netherlands, Vlisco’s heritage and design signature is a multicultural melting
pot of beauty and industrial craftsmanship. Founded in 1846 by Dutch
entrepreneurs, Vlisco is one of the world’s most dynamic fabric design
companies. With a renowned reputation for creativity and innovative
craftsmanship, Vlisco produces distinctive fabrics that have been loved by
African women for over 170 years. For further information, visit www.vlisco.com
