jali

jali

ClientASA Fashion Show
ScopeCreative Direction, Brand Identity, Set Design, Fashion Designer
Year2026
Jali Identity

The theme of the 2026 African Student Association Fashion Show at Washington University was Jali, translating to griot or storyteller. Brand identity was designed to represent the stories of each region across the continent. Each region of Africa was represented by both a symbol and a story: Anansi the Spider (West); The Lion, the Hare and the Hyena (East); The Rain Queen (South and Central); and Isis and Osiris (North).

Used in digital, promotional material, and set design, the identity showcased the vibrancy and theater within African storytelling.

Applications 02 / 02
Model in a flowing gold kaftan against striped textiles
Four-panel collage of models in profile against striped fabrics
Jali fashion show poster, The Trickster character
Model in a geometric print dress posing before a striped textile
Model in a floral print gown and red sunglasses with the Jali: Threads of Memory title
Jali fashion show poster, Anansi character
Model looking over a woven red and brown textile
Model in a blue embroidered dress and beige headscarf beneath hanging wisteria
Jali identity, solo performer on stage in purple
Jali fashion show poster, Anansi the Spider
Jali identity projected on stage during the fashion show
Jali identity projected on stage with hosts