The third chapter of Burberry collaboration with Adwoa Aboah and Juergen Teller
Text by: Fiammetta Cesana
Photos by: Juergen Teller
Burberry carries out its trilogy-campaign throughout the world with the supermodel and activist Adwoa Aboah shot by the German photographer Juergen Teller. This journey on the hunt of Adwoa’s multiethnic identity artistically explores different social and cultural atmospheres. Started with the first chapter in London, where she was born, then in New York (see DRY featuring it), where she currently resides, now the third chapter is featured in Ghana, telling about the love for her African origins.
This third portfolio shows Adwoa and her close friend Sonny Hall, in Accra, the capital of Ghana, wearing Burberry’s Pre-Collection AW18. The choice of going back to her family home in the final chapter reveals the importance of her roots and traditional meanings, a message intrinsically embodied by the British heritage brand. About her return to Ghana, Adwoa, who art-directed and casted the shoot, said in an interview: “I tried very hard not to be too emotional about this trip, but it’s so special for everyone to see where the story started. To be in Ghana means coming home. I’ve been able to bring close friends of mine here, and my grandma and my family have had a taste of what the other part of my life is like”.
Perfectly capturing her two worlds, we saw in the American chapter a group picture of Adwoa amongst smiling friends and relatives, which together create an outstanding multicultural display, and now we see an emotional family portrait alongside the women of her Ghanian family, all beautifully matched in Burberry monogrammed dresses. The whole photographic project in fact, crossing over three continents, reflects the contemporary mobile reality, where we need to be citizens of the world with versatile looks and attitudes, knowing different personalities and being open-minded, but never losing our uniqueness and preserving our established values and pride.
Adwoa has hosted a series of events, in London, in Beijing and then in New York on June 12, to celebrate the new Burberry’s collection. The AW18 collection comprises layered silhouettes, a vibrant collision of prints, graffiti scribbles, checks and colours across knitwear, coats, suits and accessories. It also presents new styles of The Belt Bag in canvas, new colours and a smaller size.
The new collection is already in store and online. To watch it fully and purchase your favourite items, click on this link: New Burberry collection AW18