ALÁRA

PHOTOGRAPHY AND CREATIVE DIRECTION

ALÁRA Lagos is West Africa’s premier fashion, luxury, and lifestyle concept store. The goal was to create original in-house photography for ALÁRA Lagos. These images reinforced ALÁRA's online presence as the ultimate destination for luxury fashion, art, and lifestyle in Africa. The key criteria for the photos included authenticity, creative energy, avant-garde style, playfulness, comfort, warmth, and vibrancy. 

The images were used across various digital marketing channels, celebrating ALÁRA's product stories and experiences. They embraced a high-fashion aesthetic rather than a purely commercial one, capturing the essence and energy of the store while promoting the African renaissance narrative. ALÁRA advocates for beauty from all origins and rejects conformist notions of bodies or beauty, hence extensively retouched images were not employed in this context.