We Are All They

For our first project as a creative agency, A Vibe Called Tech were tasked to create a story that celebrated the GUCCI Jackie bag reimagined by the label’s creative director Alessandro Michele as a genderless accessory.

The result was We are all they, a collaboration with Manju Journal, which explored the fact that pronouns in Ghanaian dialects are genderless.

We are all they was produced in Ghana by an all-Ghanaian team including photographer David Nana Opoku-Ansah, Manju Journal’s creative director Orlando Mensah and fashion director Kusi Kubi. To further contextualise the project, we commissioned an essay by Adjoa Armah, which can be heard over the films that accompany the stills for this groundbreaking shoot.