Get A Taste Of Yoruba Cultural Heritage In Outstanding New Campaign Visuals By Busayo World’s SS24 Collection

Busayo World has unveiled their Spring/Summer 2024 collection, and its filled with must haves. This collection draws inspiration from the unique experiences of seasonal changes and transformations. While Nigeria lacks a concept for “spring” due to its distinct dry and rainy seasons, the idea of change and rebirth remains universal.

The collection aims to evoke a deeper, more meaningful connection with life and self-awareness, reflecting the constant transformations in nature. In Yoruba culture, the adornment of the head, typically with a gele (head tie), is crucial to completing an outfit of importance. Busayo World incorporates this tradition by using hair as a sculptural element, celebrating the rich cultural heritage of hair preparation.

For the Spring/Summer 2024 editorial, Busayo World delves into cultural archives, drawing inspiration from documented works and styles by J.D. ‘Okhai Ojeikere and Esi Sagay. The collection honors the space women have carved out in the art of hair design, nurturing community and advancing creativity. This season, Busayo World brings traditional styles into the contemporary fashion scene, celebrating a decidedly African aesthetic.

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