Holding is a fashion campaign developed for Ayana's SS26 transitional collection. Built around the observation that women are constantly carrying, organising, and holding the world around them, the project reimagined everyday objects as expressions. Inspired in part by Maira Kalman's poem Women Holding Things, the campaign explored the emotional and practical weight of modern womanhood through a playful visual language. Set within the streets of Cape Town, the imagery combined editorial restraint with moments of surreal excess, turning groceries, flowers, handbags, and other pedestrian objects into symbols of contemporary life. The result was a sophisticated visual narrative balancing humour, movement, and fashion with a quiet observation on femininity.

PHOTOGRAPHER
ZANDER OPPERMAN

DOP
RAEES HASSAN