Creative direction of Bijdehand Headwear's 'Urban Ninja' fashion campaign.
Bijdehand (say: by-de-hunt) is a headwear and apparel brand that showcases and celebrates South African township names in the form of embroidered caps, symbolic of crowns for ghetto kings and queens.
The concept plays on the idea of a mysterious and subversive character who moves swiftly and undetected in the dark. Subdued black-on-grey styling, layering and oversized silhouettes create a stealthy look that allow the Bijdehand range of snapback caps and the crisp-white embroidered lettering to stand out. There is a distinct reference to martial arts. Face masks and balaclavas remind of street revolts and rebellion. Strong contrasts and stark shadows are created through dramatic studio lighting.