Adidas steps up to help 4mygirls create a safe space for women
FASHION and style are an intrinsic part of our daily lives.
Whether it’s high-end fashion or fast fashion streetwear, what you wear is an outward expression of who you are, and your state of mind.
When runway styles and trends are absorbed and morphed into streetwear, it has an ability to draw like-minded individuals together to make a collective statement that defines an era, to make political or societal statements.
We find ourselves in an exciting time in fashion when we are able to be whoever we want to be. A time when gender and sexuality are no longer a monochromatic palette of black and white, but a kaleidoscope of colours.
A time when the youth have found their voices and are expressing their views through various channels, of which fashion is just one.
Many fashion brands have a finger on the throbbing pulse of the young, the heartbeat of an evolution – and adidas has for the longest time been one of those brands.
They have recently partnered with some of South Africa’s young creative talents, who they believe represent the ethos of their Forum campaign, “unapologetically amateur”.The campaign is loud, bold, and in your face, but still welcoming of anyone with a different take.
In this three-part “Open Forum” series, filmed in Johannesburg and Cape Town, episode one shows Stacey Lee May, known as the Queen of Smoke, taking Tutu Zondo, creative curator and co-founder of Vogue Nights, for a spin on a car track, as they chat about their passions and their need to always stay open to new experiences, and tap into a world that offers a safe space to express themselves.
Episode two features Skate Society Soweto, a group helping youth in Johannesburg to build lives outside of poverty and crime, through skating. They are partnered with a group of young women known as “4mygirls”, whose aim is to create a safe space where girls are helped to flourish.
They can be heard having a casual chat, about how being “unapologetically amateur” opens a person to new experiences and people.
I caught up with this dynamic Cape Town-based group of creative women – Candace, Ammaarah, Tara and Tamia. The group was founded by third-year education student and model Candace, who is passionate about fostering community spirit within the creative industry and making space for women.
“I started 4mygirls because I saw a need for a space where women/ no-binary people could come and express their creative ideas. I noticed that women who wanted to become a part of the creative industry but didn’t know how, and needed a place to be mentored, find answers to their questions and have a space to make mistakes. We need community!” says the 21-year-old creative.
On her journey to creating this space, she met Ammaarah at South African Menswear Week in 2020, and struck up a conversation with her, that led to her being the first member of 4mygirls.
“I love fashion and styling, I feel it’s a way of expressing myself in whatever form I choose,” says business savvy and tech boff Ammaarah.
Soon afterwards, Candace recruited 18-year-old aspiring photographer Tara to be part of the team.
“I was super excited that they wanted to empower, and shine a light on, a community that will have a strong impact on the lives of young people, and change women’s experiences in the creative industry for the better, and provide a safe space for them,” says Tara, who is doing Cambridge A-levels in psychology, sociology, business and English.
“What I love most about 4mygirls is how loving and warm the space feels, genuine and inclusive – you can just show up and that feels like enough to make you a part of this community,” she says.
Tamia, a 23-year-old UCT student, who’s independently pursuing a career in the creative industry, and Jehaan, the make-up artist for the group, are also part of 4mygirls..
“I love that we are for women, by women. So far, it’s shown that the support we get, and the collars we don are because of it. Lots of women and femme bodies aren’t always comfortable with males on sets, so it’s nice that we’re a safe haven and safe working space for many,” says Jehaan.
On their response to being asked to be part of the Forum series, the group as a collective expressed that they were shocked, surprised and grateful.
“It’s great that adidas has been a brand that I wore since I can remember. I wore it head to toe because of the way it made me feel when I wore it, and because I loved what the brand stood for. This inclusivity and appreciation for creativity aligns with what we’re trying to do. I was incredibly grateful for that opportunity and to work with one of my most beloved brands,” says Ammaarah.
“The Open Forum campaign was about how very different people and groups contribute to the creative industry in so many ways, and just being open to almost anything.
“Not allowing yourself to be closed off or shut down by what other people think or say of you, and supporting one another, was a big message in the campaign,” she adds.
Candace believes that through the campaign young women will learn that no dream is too big to execute, “and we really can do anything if we work as a team”.
“The campaign is a way to let women of colour know that we are valued, that there is always room for us, and that we must take up our spaces,” says Tamia.