# Striking African-Inspired Editorials Imprint ZA SS20 Debuts in a Shoot in Africa is Now Magazine By Kalin Ned | Published 2019-09-03 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/africa-is-now-magazine References: [behance.net](https://www.behance.net/gallery/83857471/Imprint-ZA-SS20-x-Africa-Is-Now-magazine) & [africaisnowmag](https://africaisnowmag.com/) Africa is Now Magazine is a contemporary online publication which focuses on the coverage and promotion of African content in the realm of creativity, fashion, and more. Platforms such as these are of incredible necessity in a day and age that strives to embrace equality and celebrate cultural expression. This editorial in Africa is Now Magazine is an example of just that. Set in a [desert-like landscape](https://www.trendhunter.com/trends/rudsak-ss25-collection), the models are dressed in [culturally infused high fashion garments](https://www.trendhunter.com/trends/african-fashion-futures-incubator) — the Spring/Summer 2020 offerings by contemporary fashion label Imprint, to be precise. The clothing is recognized by heavy pattering, and [bold bursts of color](https://www.trendhunter.com/trends/yinka-ilori-1), especially of yellow. The models, which are shot by Elena Iv-skaya are captured in inspirationally expressive poses, embracing a more striking and attention-captivating approach to creativity. Photo Credits: [Elena Iv-skaya](https://ivskaya.com) ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 93% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Celebrate Cultural Expression:** There is a growing trend towards embracing and celebrating cultural expression, as seen in the African-inspired editorials. - **Bold and Vibrant Aesthetics:** There is a trend towards bold patterns and vibrant colors in high fashion garments, as showcased in the Imprint ZA SS20 collection. - **Attention-captivating Creativity:** There is a trend towards more striking and attention-captivating approaches to creativity, as demonstrated by the expressive poses in the Africa is Now Magazine editorial. ### Who This Affects Most - **Fashion:** The fashion industry can explore opportunities to incorporate cultural influences and bold aesthetics in their collections, inspired by African creativity. - **Digital Publications:** The digital publication industry can create platforms to highlight and promote underrepresented cultures and their creative expressions, like Africa is Now Magazine. - **Photography:** The photography industry can experiment with capturing expressive and attention-captivating poses to create visually impactful campaigns and editorials. ## Related on Trend Hunter - [Silky Camouflage-Design Capsules](https://www.trendhunter.com/trends/lisous-empire-collection.md) - [Local Hotspot Fashion Shoots](https://www.trendhunter.com/trends/heartbeat-campaign.md) - [Island Print Capsules](https://www.trendhunter.com/trends/spice-island.md) - [African Fashion Futures Incubators](https://www.trendhunter.com/trends/african-fashion-futures-incubator.md) - [Modern Minimalist Apparel Collections](https://www.trendhunter.com/trends/auteur-studios-latest-summer-edit.md) - [Beach-Inspired Spring Fashion Capsules](https://www.trendhunter.com/trends/a-kind-of-guise-3.md) - [Southern Africa-Inspired Jewelry Capsules](https://www.trendhunter.com/trends/messika.md) - [Offbeat Fashion Campaigns](https://www.trendhunter.com/trends/asos-inspired-by.md) - [Sustainable Statement Swimwear](https://www.trendhunter.com/trends/animalia.md)