Only in its fourth year of existence, Ajabeng is an Afro-minimalist fashion brand that was founded by a multifaceted creative who dabbles between designing, styling and creative directing the fashion brand, Travis Obeng–Casper. The brand is delineated as an intersection of minimalism and contemporary African art and culture.
As a follow up to their Spring/Summer 22 collection and campaign titled “AfroRomance”, the fashion brand has released the Fall 22 collection titled “Ghana Awake.” The Ghana Awake collection serves as a window into the soul of Ajabeng and underscores the brand’s proclivity for exquisitely made garments.
According to the Ajabeng website, the Ghana Awake collection attempts to spotlight and celebrate the effortless beauty, the richness of spirit and sense of worth that characterizes everyday Ghanaians, which is essentially what this Afro-minimalist brand does best, creating an aesthetic that captures both the purity of minimalism and the vibrancy of African culture.
The main inspirations of this particular collection are life in Ghana after independence which was accompanied by freedom and justice for Ghanaians. “Ultimately the collection is a call to the brand’s nation of birth, Ghana, and its people to take pride in their heritage and their aesthetic.” – Ajabeng.