"There is a place where I can escape from sadness,
I see it because I feel anxious
and I prick myself with the sewing needle,
I feel cold, I feel lonely, I tremble,
I ask myself, is everything worth it?
but there it is, my creation, Mai Gidah"
Mai Gidah’s AW17/18 collection “After Light and Dark” Written and directed by Yarza Twins.
A flower blooming represents a fresh and young fashion brand that is growing into success, but not everyone is conscious that behind the golden petals are hidden numerous hours of constant hard work, failure, over effort and solitude, all represented through the chain of spines that hold the flowers together.
Mai Gidah’s AW 17/18 Campaign is an ode to today young artists who live in big cities and who find themselves trapped in the dilemma of choosing between keeping a job that gives them stability and boredom or fulfilling their inner need to create by giving all they have to create their art. We are inspired by the idea of romanticism that landscapes represent an extension of the human body, the models represent feelings and situations rather than persons, they depict our inner selves who need to be saved and believed in, overall this movie is dark, as it shows the hard work and darkness of an artist but it also maintains the light of hope for a future that will come, a road that will be drawn by his talents and efforts for a bright tomorrow in which he will succeed.
Mai Gidah is a London-based contemporary menswear brand by Ghanian-Belgian designer Ali (Alec) Abdulrahim.
Music production & composition
Shachaf Eli Kolbar
Was George (Nevs)
Shoes by Grenson
Thomas Sels & Yarza Twins
Hair & Makeup
Andy Chan & Michael Cole
Special thanks to
Lee Friend, Eve Dain & Oliver Barrett
International Fashion Film Awards, Global Excellence 2017 — Best Art Direction & Best Creative Concept nominations
Fashion Film Festival Milano 2017 — Official Selection
Canadian International Fashion Film Festival 2017 — Official Selection
Medellín Fashion Film Festival 2017 — Official Selection
Open World Animation Festival 2017 — Official Selection
La Jolla International Fashion Film Festival 2017 — Official Selection