Previously fronted by Lourdes Leon and Dazed 100 star Coco Gordon Moore, MadeMe x X-Girl's third collaboration sees Amandla Stenberg star as the face of the campaign.
"I chose Amandla as the campaign star because her art and point of view align very well with MadeMe. She stands for the same things we stand for. That always comes above and beyond beauty. But what’s cool, is she is super beautiful too!" Erin Magee, MadeMe’s founder says.
Pictured in stripy tees, oversized hoodies, and baggy combats bearing the brands name, the The Hate U Give actress is shot in various locations for the series. Captured by Mayan Toledano in a decadent house decorated with chandeliers and renaissance styled paintings, Amandla is also seen on a bus and under a navy blue sky. The images demonstrate Toledano's nostalgic and intimate style of photography.
Magee set up MadeMe, a female-focused label, as a response to an overwhelmingly male streetwear market. "This is a brand where women can feel comfortable having to buy clothes, having to learn about street culture, getting to know about rave culture, 90s culture, punk culture", she said in an interview with Dazed last year. The New York brand's ongoing collaboration with X-Girl is rooted in the inspiration Magee took from the cult female skatewear company, which, founded by Kim Gordon and originally based in LA, was first sold in the late 90s and became emblematic of Riot Grrrl style.
The collection officially launches today (September 12). Check out the gallery above.
