EYTYS heads to Ghana for its FW23 campaign

EYTYS heads to Ghana for its FW23 campaign

by Juliette Eleuterio
2 min

EYTYS is ramping up to drop its FW23 “Keep playing keep dancing” collection this month, and to get ready, the Swedish-born brand flew to Ghana to spend 72 hours in Accra. The result of this short getaway is a poetic campaign shot both in black & white and colour by the Accra-born photographer and filmmaker David Nana Opoku Ansah.

The campaign was shot in three different locations – the buzzing streets of Jamestwon, the metropolitan area of Achimota and the idyllic sand and seascape of Laboma beach – highlighting various areas of the Ghanaian capital. As easy as it is to get lost in Accra’s vivid landscapes, EYTYS’ new campaign isn’t just a sightseeing tour, it’s a full immersion into the cultural wonders of the city.

Over the past decades, Accra has established itself as a cultural hotspot within the West African region, with its streets burgeoning with energy and its large community of ever-evolving creatives whose calling spans from fashion to music. EYTYS has tapped into that artistic community with this campaign, enlisting an all Ghanaian team to make it come to life.

Offering us a new perspective into fashion outside of the big four, EYTYS’ FW23 campaign features the trio of Rashida, Rayan and Prince modelling the new collection. The pieces on show include baby-style tees, on with “Business Class” written over it, a faded leather jacket, a classic blue shirt paired with track pants, graphic-decorated jeans, a long-sleeve button-up and a knitted vest all styled by Etchell Dorkenoo.

Keep your eyes peeled for the new collection, which will include all the pieces from the campaign, dropping online and in select stores later this month.

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