In all of this, I’ve found that beautiful bright colours continue to give me the right energy to get back myself and set my mind right. I hope this makes people smile. I encourage everyone to embrace colour as we step into 2021, find strength in what you can create out of the chaos and let’s make the future better than the days past.

Afua Sam: Creative Designer and CEO of Studio Dmaxsi.

Afua Sam, the creative Director of Studio Dmaxsi and ‘The A Concept’ recognises the importance of fashion, colour and style in self expression and your  mental health. 

This is even more important after months of roaming through dark tunnels of coronavirus – lockdowns, uncertainties, fear, losses and downright dystopia. Fashion becomes our most reliable outlet.

Introducing the next phase of it’s fashion future, Studio Dmaxsi offers insight into the need for us to embrace bold, bright colours as not just a way of expression but to dispel the hang of covid darkness and it’s associated mental stress we’ve all been through.

The International designer is not unfamiliar with the torture of these times. 

Having just gone home to Ghana to bury her beloved mother who died after months of battle with cancer, Afua Sam walks right into the chaos back in DC, USA; covid19, civil right situations and all the confusions with all of that. 

Right through the storms, nights and darkest times however,  Afua Sam found the light through her creativity, embracing hope which oozes from beautiful bright colours, gorgeous forms of fabrics and the strength of a great team of creatives.

“As a creative person when you are in a chaotic environment, sometimes it’s hard to create. So, as a designer with everything that happened personally just before 2020 , the PANDEMIC and throughout 2020 made it very difficult for me to create. It took me some time to sit behind the sewing machine.”

The first thing I created was a mask for myself and then I started creating for my family, friends, and random people at the post office and also a couple of the organizations that I’ve worked with. I decided to donate some to them in support of the work they are doing. Working with my friend, Artist, Lisa Jones in a fundraiser event during the hit of it in support of, ‘The Mobile Hope, Hope’s Village

Thereafter,  it was just in and out of emotions. I just didn’t know where to start because of all the  people losing their lives due to the pandemic,racial tension, George Floyd, Breonna Taylor. Also personally grieving my Mom made everything very difficult to just get up.

All these put me back at a place where creating wasn’t part of my thinking. So fast forward I started getting calls from some of the people that  I have worked with before being models and stylist and model agencies. 

And that is how this photo shoot came about  and since then  I’ve been able to collaborate with a few people and I’m excited about 2021 and what it’s going to bring.  I’m getting back on my feet gradually to be back in a creative mood and I’m thankful to be alive and well and praying that things get better and also healing for everyone who has lost loved ones.

In all of this, I’ve found that beautiful bright colours continue to give me the right energy to get back myself and set my mind right. I hope this makes people smile. I encourage everyone to embrace colour as we step into 2021, find strength in what you can create out of the chaos and let’s make the future better than the days past.

It was very nice working with Heidi, Lee , Hannah, Rafa and the rest of the team. I’m very grateful  that we came together to do this. 

Credits to the creative team. 

Hannah Jordan- Model 

Afua Sam – Designer 

S T U D I O  D’ M A X S I

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Rafa Castillo – Makeup Artists  & Hairstalyst 

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Lee Monroe – Model Coach 

Joselo Anzoategui – Photographer

Heidi Gumucio – Photoshoot coordinator 

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