ASHES AND SOIL
An odé to the underrepresented, unseen and unheard.
“ASHES AND SOIL is my blueprint for socially relevant and future-oriented brand strategies. As the founder, strategist, and creative director, I established ASHES AND SOIL as a solution, organisation, and brand between 2018-2021”
- Martina
Brand Story
ASHES AND SOIL is an award-nominated fashion brand based in Germany curating an exclusive POC brand identity and experience in the High-End Fashion sector.
Started in 2019, ASHES AND SOIL has been a canvas to the stories of the underrepresented, unseen and unheard in the high-end fashion sector. Our collections amplify the stories of people affected by discrimination, stigmatisation and inequality. Each collection is a carefully curated museum of their experiences and their narratives incorporated in our designs and our mission to better the world through the medium of fashion.
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High end fashion meets purpose – an odé to the underrepresented, unseen and unheard.
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Developing collections not just for clothing, but rather to promote the communication of complex social issues. A community without barriers. We incorporate global challenges into our designs and share them with people who dare to look behind the curtain of fashion.
”After giving it some time, I came up with the idea of the label and saw an opportunity to create something new and add value to the fashion and media world. To break down stereotypes and promote diversity in communication and design. I wanted to help shape the thoughts and faces of these often very commercial and aesthetically one-sided worlds.”- Martina Offeh [Founder of ASHES AND SOIL]
Launch event
Launch Date: 09/2019
Hamburg, Germany
Accompanied by press, family and friends
Photo credits: Oguz Kaya
“Crafting a community through diverse brand experiences was essential for cultivating a sense of unity and resonance. It went beyond marketing; it was about creating a shared space where individuals, regardless of their backgrounds, could find common ground. Through diverse narratives and inclusive brand strategies, we not only attracted a varied audience but also fostered a sense of belonging and understanding. In essence, community building through diverse brand experiences was a pathway to creating connections that mattered.” - Martina
Debut Collection - Introspection
Our debut collection launched to honour the stories of eight individuals suffering from mental health illnesses. Eight coats and jackets that captured their stories and portraits in the white lining. Proceeds of the collection were furthered into a fund to support their vocational training.
Within the collection we reflect the stories of eight individuals who are mentally ill and share their experiences of stigmatisation and rejection. The collection is dedicated to these individuals. The white inner lining of the jackets shows the illustrated portrait of these testimonials and the story label with embedded QR Code refers to their story and leads directly to our website - where their stories inspire reflection and encourage hope at the same time.
A constellation of eight pieces. Four wool coats, three leather jackets and one quilted jacket. It reflects the story of the testimonials. The inner lining of the jackets is printed with illustrated portraits of those affected and the integrated story label shares a glimpse of what they have been through.
A collection influenced by design, art and social commitment. Our Introspection collection was created in collaboration with On The Move e.V., a charity that furthers Brain Awareness activities across Europe, the US and Africa.
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In a world dominated by motion pictures and fleeting images, our commitment to documentary-style storytelling serves as a beacon of authenticity. Each frame frozen in time speaks volumes about the diversity and resilience of African communities. Navigating the delicate balance between everyday life, cultural nuances, and the mystic, our lens becomes a seamless bridge, capturing the essence of a people at the intersection of tradition and innovation. This immersive journey into the heart and soul of a continent reveals a visual spectacle, where echoes of the past harmonise with the rhythms of the present—a symphony resonating across borders and generations.
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This editorial concept invites audiences on a profound journey through the intricate layers of Africa's history and culture.
As a visual storyteller, the campaign weaves a narrative that transcends time, capturing the pulse of a continent where the meeting of urban sophistication and African heritage is not just a confluence but a vibrant celebration of identity and resilience. As we embark on this visual odyssey, the campaign delves into the very roots of a continent that bears witness to the echoes of time, unfolding a cinematic saga where the richness of Africa's past converges with the dynamic present.
With an unwavering commitment to authenticity, it illuminates the interplay between tradition and modernity, inviting audiences to immerse themselves in a celebration that is both timeless and contemporary. This concept beckons individuals to join a collective exploration, a journey through the landscapes of heritage, artistry, and the indomitable spirit of Africa.
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Creative Direction: Martina Offeh
Creative Producer: Heidi Agyapong
Art Direction: Miftha Bahardeen
Designs: Musa Simone
Styling: In House
Models: Esther Asiedu, Wendy Kesicki, Samira Prudentos
Hair: Amanda Wüstefeld[ Location: Sylt, Germany]
On The Move e.V. & Home of Brains
Since February 2017, we have been collaborating with On The Move e.V., a charity that globally organises and hosts brain awareness activities, recognised in the fields of medicine, mental health, and social impact. Within our collection "Introspection," we narrated the stories of affected patients, detailing their experiences with the illness and the associated stigma. The goal was to give a voice to those affected by mental health issues in society. Portions of the proceeds were directed back to the patients. In this project, we also partnered with the Ketu South District Hospital.
In 2019, we were further honoured to collaborate with our project partner in the opening of the first Home of Brains in Ketu South (Aflao), Ghana.
"[The Home of Brains is a] rehabilitation centre for all those directly or indirectly affected by psychiatric illnesses, welcoming those who wish to contribute to destigmatising mental health issues. It is open to all members of the community. Home of Brains activities encompass prevention, therapy, and rehabilitation measures, and all projects are research-based. Through employment, our patients gain access to a regular income, enabling them to afford medical treatment and facilitating their reintegration into society. Upon successfully completing their training, patients serve as mentors for new patients and actively participate in the Patient Council for Mental Health. Home of Brains represents a potential model for decentralised holistic healthcare in rural areas in Ghana and Kenya."
Team
“[..] I am particularly proud of my team. Everyone works with great enthusiasm. Each with their own expertise and unique perspective. [..]“
- Martina
[From left to right]
Musa Simone - Head of Design
Miriam Harder - Creative Project Management
Martina Offeh - Founder and Creative Direction
Heidi Agyapong - Production Lead
Miftha Bahardeen - Art Direction
Tracy Elephant - Graphic Design
Brand experiences and recognition
Through a combination of innovative initiatives, ASHES AND SOIL created a vibrant community of like-minded individuals.
One was the brand's Pop-Up Store, providing an immersive and tangible experience for customers to engage with the collection. The physical space served as a meeting point for the ASHES AND SOIL community, fostering connections and shared experiences.
Adding an element of interactivity, ASHES AND SOIL introduced a card game. This not only aligned with the brand's mission but also created a bridge between fashion and storytelling, making it a distinctive and memorable experience.
In the digital realm, ASHES AND SOIL ventured into augmented reality with its own Instagram filter. This innovative approach allowed followers to virtually engage with the brand, offering an immersive and personalised touchpoint in the digital space.
The brand's impact did not go unnoticed, as evidenced by an award nomination from Europe's leading People magazine - BUNTE. This recognition not only validated ASHES AND SOIL's commitment to its mission but also propelled the brand into broader conversations about representation, equality, and positive change.
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In the midst of the exclusive shopping district of Neuer Wall in Hamburg, we unveiled a captivating Pop-Up Shop between the festive seasons of 2020. This innovative concept seamlessly blended experience, community, and product placement, creating a unique space that stretched across 100 square meters. Here, we warmly welcomed our ASHES AND SOIL Community to explore our collections and forge connections within an inspiring ambiance.
Beyond showcasing our exquisite collections, we introduced our thought-provoking card game, 'Introspection - The Experiment,' along with its accompanying Instagram filter. Complementing this, we launched the 'giftinghope' campaign, dedicating 5% off all purchases to support the impactful initiatives of Home of Brains. This initiative not only contributes to the community but also continues to empower our testimonials in their commitment to reintegrate into society through new career paths.
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Introspection - The Experience is a card game that aims to uncover behaviour patterns, stimulate self-reflection and help players explore their own deepest thoughts.
There are times where we cannot seem to put the things we are feeling into words but sometimes the answers we are looking for are just one conversation away.
Even if that conversation has to be with ourselves.
Game rules
2-6 Players. There are no rules - the only thing that is required is for you to be open and honest.Disclaimer: Be ready to get a little emotional…
Empathy Card
“You have my full attention during the duration of this game. When you are answering a question I will listen with compassion and an open mind.
This is a safe space. All answers shall be respected and be free of judgment. I am solely interested in having a dialogue that will help getting to know you on another level.
I promise to cherish these personal opinions and details, hoping to build trust and not to use them against you at any point.
I acknowledge and commend the courage required to share these thoughts and feelings.
I vow to not only listen with my ears but with my heart as well.”
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The New Faces Award is an emerging talent accolade presented annually since 1998 by the German weekly magazine, Bunte. The publication is part of Hubert Burda Media, honouring promising talents in the fields of film and fashion.
In 2021, ASHES AND SOIL was nominated alongside two other emerging designers. While we didn't clinch the top spot, the nomination itself brought invaluable recognition within and beyond the industry. Leveraging the endorsement from established designers like Marina Hoermanseder and media figures such as Sarah Nuru and Rabea Schif, we remain steadfast in our mission to contribute to a more vibrant, diverse, and equitable world through the medium of fashion.
ASHES AND SOIL 2.0 [Status: pending]
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A few platforms we were featured by
