A new photo and film series by New York-based Nigerian photographer and Art director, Oye Diran has debuted on global media brand focused on contemporary African fashion and visual arts, Nataal’s digital platform.
Oye’s new work explores Yoruba fashion from the golden era of the ’60s, 70’s and ’80s. The vintage Yoruba fashion series celebrates the continuity and legacy of ‘iro’ and ‘buba’
‘A Ti De ‘ which translates to mean (We have arrived) in the Yoruba dialect spoken amongst approximately 30 million people across the world sheds light and attention on the diversity of Yoruba tradition and culture.
The series also touches on black hair and beauty trends of that era borrowing heavily from scenes depicted in beauty saloons that existed during these times.
Writing about the series on his social media account, the budding Nigerian photographer, referred to the body of work as “curated memories of my heritage” and played a huge role in his inspiration for creating the series.
He wrote: “A ti de” meaning “we have arrived” is a project that explores vintage Yoruba fashion from the 60s, 70s and 80s. The aim of this series is to convey and shed light on the richness of cultural fashion during that era, particularly the Iro and buba of the yoruba tribe.
Growing up as a kid in Lagos, Nigeria, I recall looking at old pictures my mother had of herself, friends and family. From their stylish conventional Yoruba attires to more contemporary styling of the attires.
Hairstyles from Afros to beehives. These curated memories of my heritage were among my inspiration”
View the full series below:
Photography, art direction and styling Oye Diran (@oye_diran)
Film direction Oye Diran, John Kolleh (@jnkyrdcinema)
Models Fatima Ayinde (@timewithtima), Bemisoul (@bemisoul), Dorcas Adekanbi (@kissmyfacee)
Hair Mohan Jean Mary (@modimel_salon)
Make-up Beauty By Bless (@beautybyblesss)
Styling assistance No Studios (@no.studios)
Photography assistance Obinna Obioma (@mrobinnaobioma)
DP John Kolleh