I’d always was dreaming about a Vogue Africa since i had my first stint as an intern at DRUM magazine south Africa .
I don’t want to sounds too much pro-black but I just wished to see a GOOD magazine dedicated to black beauty and all things fashionable and African...until...
A week ago I’m clicking away on the net looking for inspiration for an assignment as part of my afro military inspired collection ,I find POP AFRICANA....my first reaction was wow....this is amazing ...my second was..Okay I guess well someone beat me to it..lol...but because I’m not a hater I feel I should share this with the world..Cyber magz like this should be a must have for everyone...
I did my homework and managed to dig up a lil sumin sumin on this mag to share with yal..
Pop Africana is a new webzine collaborative helmed by the fierce Oroma Elewa...Its about the new face of Africa....It goes beyond the usual gloom and doom image and focuses on the vibrant art and fashion scene on the continent.....it's The Face/i-D mag goes to Africa style's got my attention. It features the works of African photographers, designers, artists, African models and African arts.im just PROUD PROUD PROUD....to be African...it certainly go the desired reaction out of me hey.. The high-end fashion and art magazine Pop’ Africana celebrates Africa from a creative perspective using modern aesthetics
The magazine was created for supply the need that Africa should have its own media come back to the fashion the owner Oroma Elewa says that Pop Africana will be biannual and is going to flee of the common cliches to the African women. The focus of the magazine is the individuality.
"Pop’Africana is a bi-annual fashion and art publication dedicated to delivering a rejuvenated image of Africans. It's for the fashion and culture
enthusiasts who have discovered and yet to discover it"She is making waves in the fashion industry and art world from having her magazine sold at the Gagosian Gallery to getting major love from Vogue Italia, Dazed & Confused, Purple, etc.
Now I manged to hunt her down via email and get a quickie interview...even though the mag has been out for roughly 3years now it’s all so new to me...
Hi Oroma, what's the story behind Pop' Africana?
- On a personal level, Pop'Africana came about because I had found exactly what I wanted to do forever, design, ideas, photography, personal style, and an all round love for the arts. All this is being put to work effortlessly so as to realize Pop'Africana. Secondly, Pop'Africana also came about because no magazine out there quite understood how to interpret Africans. Imagery on Africa still lacked creativity and seem repetitive. I just wanted a magazine that would reach every African, everywhere, one that will depict who we were, what we did, and how we live in a non-cliché manner. Taken together, I was ready to explore my ideas and thoughts; I was ready to be who I am.
What is your background?
I went to school for design (fashion), but I’ve returned to the classroom on a slightly different tangent. I’ve worked for a few design houses on both the retail and design ends. Naturally, I picked up photography along the way because I wanted to be able to produce my ideas from conception to actual/final product without depending on anyone. Being a visual thinker, a marriage with photography was inevitable. I’ve been drawing ever since I can remember; I always keep a sketchbook handy in times when the rush to doodle overwhelms me. Random, but I’m really into facial features. My whole life literally revolves around art so Pop’Africana didn’t just happen. It brings everything I love to do and do well together
Inspiration rarely remains firm for me. Many are fleeting visuals that are both trivial yet substantive (i. e., the 9 year old daughter of my Facebook friend inspired a whole editorial). I love Kanye West because he’s an innovator and Bi Kidude for timeless drive and her childlike spirit. Ben Okri carries with him age-old secrets about Nigeria’s art of god worship and I love that. Ken Saro-Wiwa should have written more books in Pidgin English. Viviane Sassen is quite amazing. I want to shoot Amber Rose.
What are your goals for the magazine?
- I want Pop'Africana printed and everywhere! I want it to be the style standard for fashion magazines coming out of Africa.
What are you working on right now?
- Pop'Africana is what's on the table right now. But I have plans to visit and work in some cities in Africa real soon. I'm also digging through my photo archives and prepping myself for visits to some agencies. I want to be represented and assist or work with other amazing and talented people. Music is coming into the fold too - hey, you never know like lotto.
Tell me about your collaborations.
- The photographers I have worked alongside include Jaime Nelson, Luke Abiol and Mike Brown. I think they capture some of my ideas better than I would so I direct for the most part and they shoot. I admire a lot of people, but I haven't had the chance to work with them yet. I have produced look books for a few designers, but I definitely plan to establish more photo and editorial collaborations.
Has there been a specific highlight since the start?
- Highlights...none so far since the start of Pop'Africana. Don't get me wrong, I love and appreciate the reactions to the magazine, but the ultimate feeling would be sitting across from someone on the subway, watching them read Pop'Africana or getting a request or a second shipment order from a major store because it sold out. The point is until its printed and in the hands of the people I created it for, there isn't yet a sense of accomplishment.
What drives you to do what you do?
- I would say the freedom to express myself, personal happiness and selflessness because, from the bottom of my heart, I want to contribute to Africa's creative industries, it means the world to me to inspire!
