Samsung Galaxy Z Flip
AUG|2020 - The Shudu Muse Editorial
Created to celebrate the launch of the Samsung Galaxy Z Flip, this fashion editorial brought together technology, digital identity, and contemporary African fashion in a visually striking campaign centred around the people who help bring Shudu to life.
At the heart of the project was a unique creative approach that highlights one of the defining aspects of The Diigitals' production process: the collaboration between virtual models and real-world talent. Rather than existing in isolation, Shudu's imagery is often informed by a network of contributors whose movement, expression, creativity, and performance help shape the final result.
For this editorial, Shudu was portrayed through the performance of her muse, Alek Deng Malek, whose poses and expressions provided the foundation for the digital character's appearance throughout the campaign. Alongside Shudu, fellow muse and long-time contributor Alexandrah Gondora and model Misty Bailey appeared throughout the series, creating a visual narrative that celebrated the relationship between physical and virtual representation.
Set within a world inspired by Afro-futurism with styling direction by Brenda Beaux, the editorial combined high-fashion, bold silhouettes, and contemporary digital production techniques to create a vision of the future that felt both aspirational and deeply human. The styling brought together an array of emerging designers and accessories, while the visual direction balanced luxury fashion aesthetics with the innovative spirit of Samsung's foldable technology.
In addition to the still imagery, the project included a fashion film that expanded the editorial into motion, allowing the personalities and performances of the cast to further influence the digital storytelling. The result was a campaign that blurred the boundaries between photography, film, fashion, and CGI.
More than a product campaign, the project offered a glimpse behind the philosophy of The Diigitals. While Shudu may be a virtual model, she is supported by a creative community of artists, performers, stylists, photographers, and collaborators whose contributions shape every image. By placing the Shudu Muses at the centre of the story, the editorial celebrates the people behind the pixels and the collaborative process that makes digital fashion possible.
The result is a future-facing fashion story where technology amplifies human creativity rather than replacing it, a fitting reflection of both the Samsung Galaxy Z Flip and the evolving world of digital fashion.