Creative Team and their Instagram handles:
Designer: Kahvarah (@kahvarah)
Photographer: Elle Emmanuel Photography (elle_emmanuel
Models: Jessie (le_top_modely) and George ‘Tyga’ (gee_tyga)
Photographer: Elle Emmanuel Photography
MUA: Valerie Amani (kvrbeauty)
Photoshoot Assistant: Mali Aboud (mali_abd)
We are all familiar with the generic interpretation of an Apocalypse. Alien invasion, famine, abandoned buildings and let us not forget the possibility of those godforsaken zombies. Well this has all been played out and during the search for an alternative narrative to the “end of days”, Novamara was born- and here is the story:
“It was 2507 AD, precisely one hundred years after the submersion of the west. The majority of the African islands, along with fragments of the Asia-Pacific, were the only lands that were not completely drowned by the oceans. Nature had launched a fierce attack on humanity and was winning.
It was as if someone had put the world into a cassette player and pressed down the rewind button. Cities had become nothing but giant sewage pits, skyscrapers were now extravagant pedestals for birds to build their nests atop and clean water was more valuable than gold. Those who survived had managed to find their way into some of the hundreds of small isolated tribes that had managed to evade modern living.
One of these tribes, The Maras, were located northeast of the rift valley. The Maras were direct descendants of the Masais and had a lot of skills and knowledge which not only made them the wealthiest but the most respected tribe of the East. Part of this wealth was due to the fact that the land on which they lived on produced precious stones that they called “Zambarau”, previously known as Tanzanite.
The tribe held a very precious secret that had been carefully passed down from generation to generation. For hundreds of years, they had been communicating with a race from another planet known as Novas. The Novas used Zambarau as a healing aid and so in exchange for this stone the Novas provided the Maras with medicine and a doctrine that stated 12 Maras would be chosen to carry on a new race if ever the world was to be completely destroyed. Alas in the final days, a decision had to be made, which Maras were to be chosen? As a community, the Maras came to agree on their 12, each who held an important role in their society, from healers to teachers, to artists and advisors.”
The 12 chosen Maras are represented in this collection, based on the belief that in order for a society to function successfully, each person has to be playing their part. The facial markings symbolize our innate need for visual expression and challenge the modern ideals of beauty and makeup. The editorial explores different scenes; the broken down buildings represent the final collapse of modern society and the destruction of the earth we know. The empty sea front is a representation of the new, clean world and the draped boudoir is the reestablishment of peace and newfound comfort and luxury.
Novamara aims to question the views on “African fashion”, and to explore lines, shapes, and colors past “African print” or Dutch wax fabrics. The continent is a combustion of culture, inspiration and an array of traditional fabrics, some exclusive to culture and country, this particular collection uses a mix of handmade Batiks, suede, and tule.
Kahvarah, as a brand, aims to tell stories through the use of fashion imagery. Clothing is an important part of our modern daily narrative; it is a reflection of who we are and can be used to say what we often cannot verbalize.
The story of Novamara is not only a fictional interpretation of the end of the world. It is an artistic reminder that diversity should be celebrated, societies need to work together and we are all responsible in taking care of our earth. We strive to find the answer to the question “what is your role?”