AFEEZ AMAO
Photographer, Artist Manager, Creative Director, Artistic Director, Videographer, Model and Designer. The list of roles and talents are endless, but for Afeez Amao, the purpose is the same. Bringing concepts to life. The 28-year-old, who is currently Digital Content Lead at Amsterdam based fashion brand Daily Paper, has also modelled for Louis Vuitton and is growing his own brand, Trends, which he describes as a reflection of himself and his journey. Within all of this, lies a journey of hard work, faith in God and understanding one’s purpose.
Despite being university educated and welltravelled, Amao’s story is one of humble beginnings. Hailing out of Northwest London as the middle child of an African Muslim household, the path to becoming a creative maestro is one that has been more spiritual and influence-led than theoretical. His journey to finding his creative craft is one of constant evolution and faith that has given him more assurance in who he is, where he would like to go and the spaces he would like to create.
Although there have been many influences behind Amao’s creative practice, including the late Virgil Abloh, he admits that it was his big brother work in digital spaces that first introduced him into the creative world. “I feel my brother walked through the door and learned the lessons for me to come through after him.” The efforts of his brother to launch a digital career may have not worked out for him, but through watching and learning from his pursuit, Amao was able to go further. Unlike his brother, who is five years older than him, Amoa found himself in a generation of young people who had with grew up with access to the internet. As such, he naturally gravitated towards the entrepreneurial opportunities that digital spaces could bring. For him, platforms such as Youtube and Instagram were a gamechanger; it allowed him to connect with people and use build a resource of learning and opportunities that propelled his career.
The acknowledgement of learning from others represents much Amao’s creative practice and professional approach. For Amao, “Evolution is a process”. Although, there were times early in his career where he made things for external gratification, Amao now feels that his ambition to utilise digital spaces and build authentic creative designs is less about external likability, and more about purpose.
This desire is what influenced Amao to create Trends. To understand who Amao truly is, is to understand what Trends is. Many will only see Trends as a UK based clothing brand, but Amao insists that its meaning is deeper. Trends is an extension of himself and quite simply, the foundation of what enables him to create. The purpose is clear: redefine necessity and represent who he is as a young Black and British Muslim. “The primary definition is necessity,” he explains, “Refining people’s wardrobes. I want to refine it to the point where you only need one hoodie, and you are not afraid to wear it 100 times”
“I go from the complete idea that is so clear in my mind and then, I just have to fill up the steps to get there”.
From printing his own t-shirts for non-uniform day in secondary school, to now designing clothes he wants to see his people in, a massive part of that journey is faith and “knowing that everything will work out in God’s Will.” This notion becomes clearer when you break down Amao’s creative process. A self-proclaimed executor of ideas, he is a vivid dreamer. He sees, believes and gets to work. Whether it is a product, photoshoot, or video. Understanding what he sees in his mind and breaking down each component is his God giving skillset. The aspect of faith is strong here, following what he sees and bringing it to life. “I go from the complete idea that is so clear in my mind and then, I just have to fill up the steps to get there”
The ability to do many things across the creative landscape is what has always been particularly impressive about Amao and it’s something he has utilised both in his working capacity and for Trends. Since starting his creative journey, the need to carry out his ideas has led him to learn how to do things that are different, yet, interlinked. Designing clothes requires skills in photoshop. Creating look-books require an ability to shoot on camera and liaising with manufacturers demands an ability to produce technical drawings through illustrator.
The urge to ensure the image comes out how he wants it what led to Amao to become so well rounded. Whether that is learning from Youtube or getting advice from those who have knowledge. Understanding and implementing to create has expanded his skillset. “Because I want to bring my vivid ideas to life” he explains, “I naturally run to learn new things so I can make the ideas a reality and execute them.”
“Refining people’s wardrobes. I want to refine it to the point where you only need one hoodie, and you are not afraid to wear it 100 times”
The ability to do so much is a blessing but self admittedly, it can make you feel unsure about yourself. It’s something Amao has reflected on in more recent years - being a jack of all trades but not feeling a master of any. Despite focussing heavily on photography in recent times with Daily Paper, Amao has reached a place of serenity in that he is able to do whatever he believes he can do. As long as he is working towards that vivid image he creates in his head and having faith that God is leading him. “If I am a photographer today, then I am a photographer today,” he explains, “If I am a Creative Director tomorrow, then I am a Creative Director tomorrow.”
From aiding the growth of Dailey Paper and modelling for Louis Vuitton, to now creating his own brand, Amao’s journey is one that is about trusting the process and having faith. As someone who once wanted to model but could never find opportunities, Amao insists that “when you understand that God has got you regardless, it is going to happen regardless.” This is the same notion that oozes through all of his work. See it, believe it, make it happen.
Photography & Fashion : Jonas Martinez
Words : Mayowa Quadri