Converse
"Let The Star Shine" Campaign by TJ Sawyerr
Celebrating Ghanaian Culture Through the Lens of TJ Sawyerr and Converse
London-based creative director TJ Sawyerr has embarked on a unique cultural journey, joining forces with Converse and END. to pay homage to the rich tapestry of Ghanaian culture. In a captivating project titled 'Let The Black Star Shine,' Sawyerr's lens turns towards his homeland, Accra, where he collaborates with local photographer Jude Lartey over a two-year period.
The heart of 'Let The Black Star Shine' lies in its remarkable portrayal of life in Accra. Through an extraordinary photo series, Sawyerr captures the essence of the city, chronicling the lives of friends, families, and local heroes. Against the backdrop of classic Chuck Taylor and Cruise silhouettes, the photographs reveal the raw and captivating aspects of Ghanaian existence.
TJ Sawyerr: The Creative Polymath
This groundbreaking exhibition seeks to debunk stereotypes and misinformation that often shroud African culture. Instead, it shines a light on the core values of community, family, and joy that are intrinsic to life in Ghana. The Chuck Taylor serves as a symbolic bridge between tradition and modernity, connecting the past with the present.
TJ Sawyerr is more than a creative director; he's a storyteller with a diverse background in the fashion industry. His journey began as a model, where he had the privilege of learning from industry insiders. This unique perspective informs his creative vision, allowing him to craft narratives that resonate deeply with audiences.
TJ Sawyerr's creative prowess has made him a force to be reckoned with in the UK's creative landscape. As a writer, model, and Arsenal Creative Director, his influence extends far beyond the camera lens. His reunion with Converse for the "Let The Star Shine" campaign is a testament to his enduring partnership with the brand. This project is a natural successor to his previous work in the brand's 2021 All-Star program.
Chuck Taylor: A Cultural Icon
The Converse Chuck Taylor is more than just a shoe; it's a cultural icon. Loved for its versatility and durability, it's the footwear of choice for those who get things done – whether for work or pleasure. In 'Let The Black Star Shine,' the Chuck Taylor takes center stage, featured in various settings, from boxing by the beach to leisurely hangouts with friends. High-top styles are effortlessly paired with tailored outfits, showcasing the brand's minimalist design and distinctive midsole.
Honoring Ghanaian Roots
Converse's "Let The Star Shine" campaign pays homage to TJ Sawyerr's Ghanaian heritage, celebrating his birthplace and West African roots. The black-and-white photography captures an all-Ghanaian cast in their cultural homeground. Whether engaged in a game of foosball on the streets, relaxing in the city center, or cherishing family moments, they do so in laidback uniforms, '70s-style suiting, and classic Converse lace-up sneakers. Some women even carry Chuck 70s in head baskets, while others sit beneath pairs clung together like drying laundry.
In a world where culture and heritage often take a backseat, TJ Sawyerr's collaboration with Converse stands as a testament to the power of storytelling through art and fashion. 'Let The Black Star Shine' not only showcases the beauty of Ghanaian life but also challenges preconceptions, reminding us that cultural celebration is a universal language that transcends borders and stereotypes.
