Updated: Mar 9
On 18th January this year, Comme Des Garcons sent multiple white models down a runway, surrounded by the upper echelons of the industry, in poorly applied cornrow wigs. This was a massive slap in the face for Black consumers and a mockery of their culture, which Comme Des Garcons hairstylist, Julian d’Y claimed, was a paying of “homage” to “Egyptian culture”.
With a tiny budget (really...it was tiny), and a small group of young creatives of colour, BLACKONBLACK has channeled the raw, authentic beauty completely missed in Comme Des Garcons’ show. The campaign’s influence aims to reach further than correcting a singular shortfall. COMME THE F*CK ON will use CDG’s shortcomings as a vehicle to call attention to similar issues manifested all over the creative sphere.
Cultural appropriation in fashion is tired and outdated, but believing that in scenarios like this you can either laugh or cry - BLACKONBLACK chooses the former. They want to incite a new form of consumer-led critique in the industry, one that does not serve brands by giving them free publicity alone, but one in which they are mocked, as they mock their consumers. We want to live in a world where racist (and exclusionary) brands become a laughing stock, where it is embarrassing to be the center of discussions like this. Diversity in the creative industry is not just about representation on screen or in shows. True diversity also includes the teams behind the cameras, the strategists and directors who can save brands from flops like this, intentional or not.
Catch an interview with team over on Yellow Zine's website for some insight into the thinking behind the campaign!
THE ONES THAT DIDN'T MAKE IT
BLACKONBLACK is a 360 creative studio working with forward-thinking brands to champion human connection and diversify the creative industry.
“Our goal is to create a world where there is authentic connection between creatives, companies, and consumers, and to be disruptive whilst doing so”
Missed the original runway look?
Hair & Make-Up: Edith Longdon
Photography: Chiian Pope
Model: Israel Runsewe
Creative Director: Joycelyn Longdon
Design: Lilian Qu
Words: Charlotte Thompson
Address: New Wing, Somerset House, Strand, London WC2R 1LA