W L O V E S U D A N
One concept, one face, one supermodel. A no-nonsense message for a brand whose strong point is its identity. Alek Wek, Sudanese by birth but a Londoner by adoption, is the face of the new fall/winter 08/09 Reca Group advertising campaign.
This is a woman who needs no introduction: often featured in the work of the world's top photographers, a supermodel who walks the runways of all the top fashion shows, lends her face to countless advertisements and often graces the covers of the most important magazines, Alek endorses and actively supports many charitable initiatives in favour of her own country. "We chose Alek Wek because she is the kind of media personality that best represents the values we believe in. ", explained the managing director of the Group, a leading fashion complement and accessory company specialising in complements (hangtags, labels) and product accessories (bags, trendy accessories). "These values are dynamism, determination, communication, a free spirit, solidarity and a strong bond with her roots". And especially in these last two areas supermodel and company have found a perfect communion of purpose: the Reca Group has in actual fact been in the front line where pro-Sudan initiatives are concerned, donating part of its proceeds to humanitarian associations suggested by Alek Wek. And that's not all.
Reca Group has also designed a small collection of accessories for Alek that describe the model's commitment to human rights and her country: so tags, labels, bags & more exploit words of peace to spread a universally accepted message of love based on the famous graphic logo " I love NY " designed by the legendary graphic designer Milton Glaser. Yet the real stars of the ad campaign are the supermodel's facial expressions, her physical presence, her remarkable ability to breathe life into a visual message. A message that comes from the heart. And combines both identity and style.