Gidi Gidi Bu Ugwu Eze

Ruth Ossai
2017
Africa Art | African Art | Ruth Ossai | Gidi Gidi Bu Ugwu Eze

Ruth Ossai is an popular Nigerian artist whose work by Parisian label KENZO for their ‘Gidi gidi bu ugwu eze’, translated as Unity Is Strength campaign. The Africa art campaign celebrates Nigerian youth and showcases the community’s traditional rituals and rites, with all models dressed in KENZO’s Summer 2017 collection. The project aims to celebrate young African bodies and to show that beauty is always present when youth is committed to celebrating their culture, even in a modern world. This collection demonstrates that a traditional African culture can still be relevant in the modern world, uniting the community through fashion and music.