American singer turned entrepreneur, Rihanna has become a force to be reckoned with in both the fashion and beauty industry.
In launching her luxury fashion brand, the singer revealed that the Fenty campaign aims to elevate the Black culture with the ‘Black is Beautiful’ movement.
WHAT MAKES THIS CAMPAIGN SHOOT SO SPECIAL ?
The touch of Nigerian Photographer, Ruth Ginika Ossai is everything and more. Ossai has an incredibly unique narrative of photography, style, fashion and combines animated back drops and textured mats for her distinctive sets, a thing that is common with the older Nigerian generation.
The collection, tagged ‘The Cameo“, is an ode to black women around the world, clearly shown in the pictures by Ossai. Her distinctive style, which reflects the African roots, made its way into Fenty campaign.
A GLIMPSE INTO THE LIFE OF OSSAI
Ossai who is based in West Yorkshire, UK grew up between southern Nigeria and Nothern England. In an interview with Nataal, an African- focused media brand, she revealed,
“I started snapping on my father’s blackberry, then on my own phone, and as a teenager , my mother gave me a shoot-and-go camera.”
“I wanted to photograph my life in Nigeria to show my other family in Yorkshire, and so would make lots of photo albums. The images were low quality but I still love this archive. Ever since, I’ve been documenting life in Nigeria and igbo identity. It’s only in the last few years that I’ve shared these images with a larger audience.”
She kicked off her photography career in 2017 after collaborating with Nigerian film maker Akinola Davies Jr, on Gidi Gidi Bu Ugwu Eze (”Unity in Strength”) – a short film and photo series about Nigerian youth, produced for Kenzo.
Explaining her unique photography style, she said, “My use of backdrops is a reminder of the amazing special effects and scenes you see in Nollywood films.”
NIGERIA TO THE WORLD
Ossai can never stop thinking about her roots, whether she’s home or away. Telling Nigerian stories and capturing her black identity and culture is so beautiful and powerful.
This is the second campaign Ossai is shooting for a Rihanna– Fenty collaboration. In May, she shot a set of satirical images for the luxury brand. We can’t wait for the online launch of Fenty.
Check out some of the shots by talented Ruth Ossai, while we wait for more.
