The Jah Jah x Salomon ACS Pro Celebrates West Africa
Jah Jah are back for their second collaboration with , with the creative studio this time remixing the silhouette. Taking inspiration from the myths and traditions of West Africa, the campaign revisits the mythical tale of ‘Kankourang’ – a cultural and spiritual figure found mainly in Casamance, Gambia, and Guinea-Bissau. Kankourang acts as a guardian of ancestral customs and traditions and his presence maintains social order and preserves community and unity.
The campaign features a series of photographs and film and was shot in Yoff, a coastal commune in Senegal. Creative director Daquisiline Gomis and director/photographer Otman Qrita intended it to be a powerful homage to West Africa and its place within contemporary artistic landscapes.
The model itself takes the West African values and infuses them into the design as an ode to Paris. The upper takes on a black base with different shades of brown on the overlays. The design is accented with Salomon and Jah Jah cobranding on the tongue in green, yellow and red – the colours of the Senegal flag.