In Development
Given that it’s been a few weeks that we launched the Bernos Ethiopian Millennium shirts, I thought that I’d give you guys (Bernos readers) the opportunity to understand the concept behind the shoot.
I told Nolawi that I wanted to push the envelope with this shoot. At first he was apprehensive about it, but in the end he told me to 'do whatever you want beshou.'
All I needed was that green light and my mind went a million directions. I had one of those visual moments, I knew what I wanted do wit this shoot.
In entering the millennium, we see more and more Ethiopian women in the limelight. With that in mind, I wanted to play around with the idea of the new/modern Ethiopian woman being in the forefront. I went for a borderline risqué but sexy look with the women. Since I didn’t have time to pick the models given the proximity issues, Meron picked them. To be honest I was apprehensive about the girls because I didn’t know whom they were and if they were willing to work with my idea. I did convey the idea to Meron and she did seem upbeat about it and told me that the models were not going to be a problem. Sure enough, they didn’t object to idea and were completely open to trying alternative ways for the shoot. The makeup was entirely Meron’s work of art. All I told her was that I wanted glossy lips to complement the shirts.
As far as the male models are concerned, I went for a laid back but confident concept. I wanted to play around with the chauvinist stereotype of Ethiopian malea. Basically, he has taken a step back and is letting the woman take charge. Is it my feminist side talking? Perhaps. However, my vision for the man is that he is confident enough to let things fall into place and does not need to take charge at every given moment. My male models were equally great! Initially, I was also concerned that they would not go for the whole “shirit ena gorade” look. No objections. I was very excited, it made my jub much easier than anticipated.
Technically, it was the toughest shoot I have done. Our friends at Blen GraFix offered their studio and their equipment for us to use. Given that I wasn’t familiar with the lighting and the technical aspect, I had to learn as the shoot went along. We played a lot with the lighting, which at times was unnerving but also a success most of the time.
In essence, I wanted to still keep “Ethiopianness” feel throughout the shoot along with intertwining the old with the new, while maintaining edginess without getting lost in the sex appeal. Hopefully you enjoy the photos as much as I enjoyed taking them.
Thank you to Blen GraFix, Mike Endale, Ephrem Girma, Behailu Zerihun, Nolawi Tadesse and our gracious models: Yodit Gebreyes, Guelila Fornetti, Nahom Getachew and Robel Lemmawessen. Last but NEVER least the Bernos TEAM!!!
