“In a year of fashion films, the International Woolmark Prize’s is the rare example that actually rivals an IRL experience. ”
Joi is featured in the fashion film PASSAGE, Created by Solange Knowles & Directed by Wu Tsang.
“In a year of fashion films, the International Woolmark Prize’s is the rare example that actually rivals an IRL experience. Pre-pandemic, the IWP always staged a show at the end of London Fashion Week to unveil the work of its six finalists. This year, that group includes Bethany Williams, Casablanca’s Charaf Tajer, Kenneth Ize, Marie-Eve Lecavalier, Thebe Magugu, and Matty Bovan, who were tasked with creating sustainable, traceable looks in merino wool. Since a show wasn’t possible this spring, the IWP turned to video.”
The result is a far cry from your typical slo-mo catwalk: They brought in Solange Knowles’s multidisciplinary platform, Saint Heron, to create an immersive six-minute film that reveals the designers’ collections and reflects the extraordinary circumstances they were created in. Titled “Passage” and directed by Wu Tsang, it follows the six stages of creation—contemplation, courage, optimism, vulnerability, discipline, and strength—and features musical cameos by Dionne Warwick, Dominique Jackson, Joi, and KeiyaA...
“Solange’s creative direction for our campaign film ‘Passage’ allows the work of our six finalists to be brought to life and truly shine,” Stuart McCullough, the Woolmark Company’s CEO, shared in a release. “With this year’s award going completely digital, aligning with Saint Heron is a natural fit as we communicate the future of fashion and uncover the design leaders of tomorrow.”
Knowles tells Vogue: “Embarking on this from a theatrical license really helped us to explore the concept of ‘theater as life’ through the beautiful designs of the finalists. Creating community through collaborations like these builds a collective frequency of perspectives seeking personal and communal connection through spirit and vision. I feel really proud of the space Saint Heron has been able to build with ‘Passage’ as a collective team of collaborators and the veins that run though the film because of that."
-VOGUE.com
On The Project
Solange is a leader and innovator of the art world vanguard. She expands her creativity and respect with each new endeavor and further solidifies her place as a bold visionary in the high art pantheon. When I was contacted about participating in this project, centering various designs of Merino wool by the brightest minds of the diaspora in design, it was an easy "yes." Each piece, each person, and each interaction is uniquely wonderful to behold. Cross generational genius blooming is lovely and powerful to behold. It was my absolute pleasure to be included in this celebration of art, heart, and Black magnificence.
Wearing Bethany Williams. Photo by Ibrahem Hasan; Courtesy of The Woolmark Company and Saint Heron Agency.
