Tokyo James is a force to be reckoned with in todays creative global space and a champion of new views on African identity. Afika Jadezweni caught up with the British- Nigerian creative director during his recent visit to South Africa
Since his 2015 find out more debut about Tokyo at South James here African Menswear Week, Tokyo James’ collections have been exhibiting an ever-shifting sartorial buffet of London edge, tailored street cred and a hint of Nigerian joie de vivre… This from a 32-year old with a mathematics background, who grew up wanting to be an aeronautical engineer.
With extensive industry experience – he started out in fashion as a stylist but has also edited his own online publication, Rough UK, before venturing into fashion design – this creative director happily shares mic-drop worthy observations and advice over a cup of tea.
‘My big break was shooting with the assistant of Dazed & Confused photographer John Rankin Waddell. That was my first calling card. From there I started getting models; I was able to contact the big PR agencies. Dazed really influenced my aesthetic, styling-wise: it gave me the ability to believe that anything was possible.’
The PR politics became so frustrating, however, that he decided to change direction. ‘I just got tired of the bureaucracy. I even have a little black book of PR lines, where I wrote down every single new one I heard… One of their favourite [excuses] is, “We have nothing in the showroom”, while there’s a rail of clothes in full view behind them.
Denne historien er fra October 2018-utgaven av Marie Claire South Africa.
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Denne historien er fra October 2018-utgaven av Marie Claire South Africa.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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