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Daily Paper Afro-Futurisc SS20 campaign

Heritage and nostalgia to imagine the world of the future

Daily Paper Afro-Futurisc SS20 campaign Heritage and nostalgia to imagine the world of the future

The story that the new Daily Paper campaign for the SS20 collection tells is that of a society of the future, which has colonized new planets and now looks back at Earth. Reconnecting to the past, through a sense of nostalgia, is a way of reinterpreting the future and looking on the whole at the cultural heritage of the past. Instead of imagining a hyper-technological future, creative director Beri Dalgali  looks to the future as a moment of transition, in which one looks into herself and reflects on their own identity. Precisely for this idea of back to basics, the campaign was set in Ghana, its protagonists are the Nigerian musician Deto Black and African models, shot by photographer Gabrielle Kannemeyer, former author of the brand's FW18 campaign. The Daily Paper SS20 collection is already available online on the brand's official website and at selected retailers.

This concept is mixed with the Afro-Futurism characteristic of the Daily Paper style, creating new silhouettes with exaggerated sartorial elements, which echo the iconography of the African continent in the choice of deep and intense colors and that of materials such as crocodile skin and zebra animal print. If workwear becomes a field of experimentation, with stonewashed denims colored neon and jacquard embroidery, womenswear expands to all areas of women's wardrobe, from athletic clothing to suits, to swimwear. Among the most interesting items of womenswear are the cropped suites with double-breasted blazers in purple and neon green and the Blur Tropical Hine Dress with an all-over psychedelic print.

The most notable item, however, is the Brown Croco Hante Jacket, an embossed faux-leather trench coat that resembles crocodile leather with oversized sleeves and removable front pockets – a statement piece that perfectly encapsulates the aesthetic concept of the collection. On the workwear side, the zebra denim suit consisting of jacket and trousers is a stunning reworking of the U.S. iconography reread in the light of African heritage. Another green denim suit is striking, consisting of an oversized jacket and a pair of jeans that have at the waist of fake sleeves tiled to mimic a belt.

The entire Daily Paper's SS20 collection is available both online and at selected retailers. Stay connected to nss magazine for all updates on future brand releases.