Jah Level

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A nation that transcends all races. Where a platform for the youth to voice their opinions openly without restraints is birthed. “Ubuntu” is a practice deeply imbedded in the fibers of this nation. These are the mountain movers, the ground shakers and the history makers of our millennium. They are the multitudes of firm believers that bare the fruits of introspection. Credits Brand: CRITIC STUDIOS Creative Direction & Photography: @mynameislebo Art Direction: @critic_studios , @jah_level Make-up: @seddyleketi Styling: @mynameislebo Model: @globoyusuke

Fabrics used for this project consist of denim cotton; taffetta and check(suiting) which fall under the natural fibre composition, four-way stretch (polyester blend); satin; track suiting (cotton blend) which fall under man-made/ synthetic fibres and lastly Bijou Knit which falls under knits. Collectively these fabrics gave life and created a platform we believe is needed to start a conversation. Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko

the collection is predominantly Ready to wear, with style references and feel from the 70's/80's. The colour schemes of red (blood; sweat & tears), green (nature; agriculture & culture) and black (native people) were primarily chose from the South African Flag as the colour palletes to best represent what we stand for as a South African brand. Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko Model: Lethabo Nkome

With vast change in African design, looking at exposing the cracks between LSM groups and showing the possibility of what a "low budget" (for lack of better term), is capable of bringing to life, with designs only limited to nine looks( two bags; two head wraps and a scarf). Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko Model: Mpumi Masango

As the narrative for expressing the hardships that the Generation X go through regularly to make ends meet. It is with no doubt that creating a dialog through design was key in helping birth ideas and creative ways that see no colour; economic and gender imbalances, but solutions and ways we can manage to "voice our opinion" Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko Model: Mpumi Masango, Tiisetso Phetla

Focused on formally introducing ourself to the creative market, creating the DISTRESSED PROJECT personally felt right as it focuses on "Evolution Terms" which are aimed at expressing where we come from and where we are headed creatively in the South African industry holistically. Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko Model: Tiisetso Phetla 

Focused on formally introducing ourself to the creative market, creating the DISTRESSED PROJECT personaly felt right as it focuses on "Evolution Terms" which are aimed at expressing where we come from and where we are headed creatively in the South African industry holistically. Credits Brand: CRITIC STUDIOS Creative Direction & Photography: Lebogang Mokgoko Art Direction: Hakim Ngcongwane Make-up: Lesedi Leketi Styling: Lebogang Mokgoko Model: Mpumi Masango