Natural Hair

Project

Shot through an intimate lens, Meena Ayittey visualises Afrocenchix’s diverse range of natural and ethically sourced formulas, alchemised throughout history. Gifted with a lot of creative freedom, the brand praised her choice of confronting audiences with the rich history of Afro hair. Marrying together stills and archive footage, with her softly lit action shots, helped Meena to create a poignant sense of past, present and future, which is embedded in the Afrocenchix ethos. “Authenticity is essential for me, so it was such an honour to work with the team at Afrocenchix who were open to explore creative avenues that really made this film come alive,” she adds.