New Superbalist campaign shot in Senegal

Against the backdrop of the historic Dakar Railway Station and train carriages, Senegalese models were at the forefront of a story with nods to the work of Wes Anderson and the nostalgia of train travel.

The campaign mirrors SA youth's passion for exploration and the joy we take in discovering everything that our world, and continent, has to offer. It celebrates a generation of documenters, creators and trailblazers, and talks to our group mentality of wanting to empower each other. Nostalgic cues from the 60s and 70s come together with modern styling to create a mood and images that are at once intriguing, unexpected and totally unique.

“We’re always on the hunt for standout locations around the continent,” said Tinker, “and after months of searching, we stumbled across the train station and fell in love. Not knowing if it was just a beautiful photo or an actual place, we consulted 10-4, a production studio with an office in Cape Town. The team at 10-4 had previously scouted the location and helped us immensely, as did Senegalese musician and producer, Sy.”

Accompanying Tinker and apartment contributor and consultant Charl Edwards were SA photographer Rudi Geyser, who captured the campaign on film, and Pete Verster-Cohen who was there to document the shoot and the trip of a lifetime on video. To complete the narrative on site, Bevan Davis photographed Wes Anderson-inspired flatlays conceptualised by Edwards and art directors Bennett Atkinson and Sabrina Scott.

Superbalist is a fashion-focused, multi-channel e-commerce platform that brings the world’s best brands into the homes of its SA customers, and is the first of its kind in Africa.

For more, go to Superbalist.com.