Samona’s latest work is for the new collaboration between London based fashion brand Ahluwalia and software giant's Microsoft. Together they have come up with ‘Circulate’ a new digital platform designed to crowdsource clothing from local communities. Users will be able to upload images of garments they’d like to donate and Microsoft’s Computer Vision API analyzes and sorts it into a database.

Priya Ahluwalia grew up with heirlooms and hand-me-downs from her Nigerian and Indian families and wants to bring that personal touch back into modern clothing.

Samona had this to say:

"For me I really wanted the story to reflect the product. The circulate App is something that really resonates with what Ahluwalia is about and where the brand is from. I always love working with Priya(Ahluwalia), there's a lot of trust and I think we have a great working relationship. I hope the film can help in the discussion and drive for a more sustainable fashion industry."

CREDITS

DIRECTOR – SAMONA OLANIPEKUN

DIRECTOR’S AGENT – THE VISIONARIES

CREATIVE DIRECTOR – AHLUWALIA

EP / PRODUCER – GEORGE TELFER

DOP – JAIME ACKROYD

EDITOR – JOSEPH TAYLOR

PRODUCTION DESIGNER – JADE ADEYEMI

STYLIST – REBECCA PERLMATUR

CASTING DIRECTOR – ROAD CASTING / CORALIE ROSE

COMPOSER – AKIRA WOODGRAIN

COLOURIST – TIM SMITH