Featured in Vogue

Please Read The Article written by Vogue’s Fashion News Editor, Sarah Spellings:

https://www.vogue.com/article/awet-new-york-launch

I am incredibly proud to photograph my good friend, Áwet Woldegebriel’s new fashion line, which can now be found in Saks Fifth Avenue. Áwet has an exciting story as he is a refugee from Ethiopia and he is the standing definition of a caring go-getter. When the pandemic hit New York City’s Garment district early last year, His father advised Áwet to look for “people with grit and greatness in their hands…the garment workers, the tailors, the shoe shiners who get forgotten in our society.”

Awet took this to heart and took the first step to create a line of what he describes as “livewear,” all made in New York City’s Garment District, and most importantly, just launched at Saks Fifth Avenue.

It was an honor to help Áwet’s dream and vision come to life by shooting on the rooftop of the beautiful Nomo hotel in Soho. The models were all humble friends Áwet touched over the years, and wow, what an amazingly diverse group of beautiful souls.

while shooting the campaign, I had no idea how far Áwet was taking this dream of his. You have to understand, as impressive as it is to be a fashion photographer in New York, there are a lot of schemers out there who talk a big game and are always looking to “collab” for free photography. I have been burnt quite a bit by them. However, knowing Áwet, I knew his heart was in the right place, and honestly, he held back. It was not until his launch party where I met all the head honchos, like the amazing Keneth Cole, who helped mentor Áwet, and Marc Metrick, the CEO of Saks Fifth Avenue. Embarrassingly enough, I made myself look like a nut in front of Kenneth Cole as I just pulled an all-nighter on a Macy’s project, was babbling about nonsense to him, and my hands were covered in paint from building a cabinet at my photo studio. It was not my best moment, so Mr. Kenneth Cole, if you ever read this, I am so so sorry! 😀

Regardless to say, I am honored to play a small part in getting this beautiful brand created by a lovely person started. Please consider supporting Áwet and the NYC’s Garment district this winter by purchasing at Saks Fifth Avenue, or Áwet’s website at https://awetnyc.com

Áwet : Photo by Erika Barker
Áwet : Photo by Erika Barker
Áwet : Photo by Erika Barker
Áwet : Photo by Erika Barker