Edgars / Don't tell me what to do

Our multi-channel campaign included make-up tutorials, body-positive poems, choir performances, personal stories, and more - all of them with Edgars’ merchandise at the core. In addition an original song by Africa’s rising icon Sho Madjozi was released, as well as an entire fashion collection inspired by fabrics from Sho’s home province, Limpopo.

The result was a brand repositioning that took Edgars from being on the outside of local culture to a culturally relevant connected brand.