by Marie-Christin Tripolt

Who says fashion is always superficial and never adds worth to society? Whoever said that has never heard of Alama. The Alama project was founded by a group of women artisans, who promote the legacy of the Maasai tribe of Tanzania through hand-crafted bead jewelry. The culture-to-wear label, how they call themselves, is proof enough that you can do fashion and something to benefit people.

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Usually known for their unique and African tribes’ culture inspired jewelry, they are currently working on something more marketing based. Alama is raising funds at the moment to produce a photo and video shoot. This, however, won’t be a classic ad campaign with super models starring. Instead of high-paid super models the label will be presented by Maasai women. The brand wants to give them a voice and push boundaries. Their aim is to produce and exhibit the first ever photo & video project in Tanzania that puts the Maasai women artisans – not fashion models – into the limelight. This campaign will be showcased at an exhibition in Paris, with the goal of giving the project travel throughout 2018 and 2019.

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Producing a fashion campaign, however, costs money – no matter who the face of the campaign is. That’s why they are raising funds at the moment. To be able to take on such an ambitious project, Alama has set up a Kickstarter to achieve the £19,218 (€20,000/ $24,500) they need to undertake the fashion campaign.

Each donation is very much appreciated and as a thank you, the Alama team has come up with a gift for each donation level, which can be seen on their Kickstarter page.

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Each piece of Alama jewelry is stunningly beautiful, unique and what’s more, there is a special meaning and purpose behind it. Every single piece of Alama jewelry contributes to making the fashion industry a more diverse and respectful place and gives women a voice who desperately need to be heard.

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