Daily Paper Explore Liberation and Self Expression In Their SS22 Campaign

Daily Paper explores freedom in their Spring/Summer 2022 collection as they move ahead with its second and final drop. The importance of free expression of the self in creating a meaningful future and gaining liberation is the main theme, shown through their new campaign video and photoshoot.

The campaign video perfectly fits not only the collections theme but also the brand's Pan-African ethos; the African-American flag flies high throughout the video, alongside the heavy featuring of the Pan-African flags colourway tying perfectly into Black History Month. The models echo young revolutionaries as they hold hands, stand side by side and embrace each other dressed in their hip hop and pan-African inspired clothing, visually representing the unity and solidarity of liberation movements.

Music, dance, art and movement are used to further visually portray the freedom of expression embedded in the collection’s theme, as the models dance together through billowing winds. Given the importance of these 4 mediums on Hip Hop, this choice is no coincidence as the ode to Hip Hop present in the collections first drop carries on through here.

The accompanying photo campaign is where this mostly comes out, through the addition of fish-eye lens shot pictures. A staple camera shot used in 90s hip hop music videos, the models pose in baggy leather tracksuits and graffitied bodycon dresses, giving them a ‘straight out of a Hype Williams MV’ look.

The full Daily Paper Spring/Summer 2022 collection is available globally online at dailypaperclothing.com and in-store now.