BEHIND THE SCENES | ODUN
Our journey all started on May 31st, 2018, and today we are turning 5.
Earlier this year, I traveled to Senegal for a month to initiate the creation of these pieces. Dakar holds a special place in my heart as it has been instrumental in materializing my ideas since the beginning of Allëdjo. The creativity of this land is unparalleled, and I have the privilege of working with talented artisans in a sunny and warm environment.
Initially, during this trip, I was enthusiastic about launching a collection inspired by travel destinations. However, as I began sourcing and creating, something felt off. Consequently, I made the decision to pause and reflect on our journey. I became intrigued by the idea of revisiting our key pieces and silhouettes from the past few years. Sourcing fabrics from local market dealers became more seamless, and so did my creativity. I am always drawn to flowing ideas rather than forced ones. Additionally, I consider myself fortunate to have Ibrahim, who has been the head tailor for 5 years. We naturally connect on the concept and share creative directions. Our synergy is remarkable, and I value our collaborative relationship. I present my ideas, and I eagerly await his feedback. It truly is a partnership rooted in creativity. Starting with one piece, we created two, then three, and the rest followed suit. This process ignited something within me and within Ibrahim. He then translates these ideas to his team in Wolof (the local Senegalese language). Although we encountered some tension at times, such as disagreements over the desired sleeve length, overall, the process flowed smoothly. A month passed as we sourced, created, refined, and adjusted the pieces. However, my satisfaction is never fully realized until I have them captured on a model, providing me with a visual overview of the collection (even then, it's a continuous journey).
Upon returning to Paris, I gathered my creative team to brainstorm the launch of these pieces. We deliberated on a video release, as motion serves us well in showcasing the brand's DNA and the expressive movement of the garments. In a matter of days, we compiled stories, scenography ideas, and visual concepts, which we then narrowed down to select the most fitting one. We set a shooting date and booked models accordingly. Initially, our intention was to feature two male models and one female model, to highlight the diverse ethnicities and the versatility of our clothing across genders. We also aimed to shoot outdoors, but the weather proved to be unstable. It seemed that the universe had alternative plans for us. Less than 24 hours before the shoot, we found ourselves without the three expected models(two males & one woman). Consequently, we adapted to the situation and booked three male models to be recorded & photographed in a studio. Issaka, one of my collaborators, excelled in managing these ever-changing elements throughout the visual projects. This campaign shoot was an emotional roller coaster.
On the day of the shoot, we convened at the studio at 9:30 AM. On my way to the studio with all the pieces of the new collection, I stopped to get some breakfast catering and lunches for the team. When people are well looked after and satisfied, they are happy and deliver great work. The models, Axel (Cameroonian Guinean), Saliou (Senegalese), and Adel (Algerian), arrived between 10:00 AM and 11:00 AM. They were promptly attended to by the makeup artist while enjoying croissants and pain au chocolat. We then proceeded with the fittings and accessorized the looks. On the technical side, the videography team was busy setting up the scenery, lights, and cameras. I could sense a hint of stress from the video team as something appeared to be broken or malfunctioning. Fortunately, we commenced shooting at 12:00 PM. The energy on set was harmonious, lighthearted, and efficient. We seamlessly transitioned from one scene to another, changing backgrounds and switching between fixed shots and moving shots. Surprisingly, we concluded the video shoot by 4:30 PM.
This provided us with ample time to capture the still visuals. I stepped behind the lens and began photographing the looks from the collection. While I do not consider myself a professional photographer, I find immense joy in capturing the pieces that I conceptualized and brought to life as tangible products. Witnessing the final results gives me a certain sense of satisfaction. We wrapped up the day at 7:30 PM, grateful for the outcome, and we hope you will enjoy the pieces as well.
The collection encompasses printed silky shirts, silk crepe, and soft fluid cotton ensembles. It offers a variety of colors, ranging from the blue of a summer sky to the vivid touch of pink, as well as more subtle shades like khaki and black. Whether you find yourself in a vibrant mood or embracing nonchalance, these pieces provide a range of options for your next escape, whether near or far. This collection is an ode to summer days, as warm as the memories of my childhood in Benin.
