This is Living ~ A Waif campaign
The definition of beauty has evolved through the ages, but it has never been more prominently contested than now. Finally, we are seeing (more) plus size models on the catwalk, women breastfeeding on the catwalk, models with vitiligo, albinism, differently abled models, LGBTQ models, and we’re experiencing an unprecedented level of representation across all categories. We asked ourselves the question, ‘in a youth-obsessed culture, where do those who have seen trends come, go, and come back again, fit in and are they not the ultimate vision of lasting style?’ Further to our cause, a hundred years ago, matriarchs were the keepers and the carriers of wisdom and experience, inspiring only utmost reverence and respect. Today, our grandmother’s are stashed away on the outskirts of society and their lifetime of experience has been replaced with algorithms. Clearly, we have work to do. This shoot was entirely directed by women. Photographer// Frances Marais Art director // Gisèle Human Make-Up Artist //Lesley Whitby Jewellery // WAIF by Gisèle Human Clothes // SELFI by Celeste Arendse Shoes // Hannah Lavery
