{"id":96758,"date":"2024-11-01T08:00:32","date_gmt":"2024-11-01T08:00:32","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=96758"},"modified":"2024-11-04T13:53:09","modified_gmt":"2024-11-04T13:53:09","slug":"the-deeply-meaningful-message-behind-the-oribe-x-thandiwe-muriu-holiday-campaign","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/the-deeply-meaningful-message-behind-the-oribe-x-thandiwe-muriu-holiday-campaign\/","title":{"rendered":"The Deeply Meaningful Message Behind the Oribe x Thandiwe Muriu Holiday Campaign"},"content":{"rendered":"
\"Oribe\"
Oribe x Thandiwe Muriu Holiday Collection<\/figcaption><\/figure>\n

A good hair day<\/a> is a gift, but when it comes to the holidays, Oribe raises the bar every year by collaborating with a maker on a collection that keeps on giving<\/a>. For 2024, the cult favorite brand chose African artist Thandiwe Muriu<\/a> as their partner.<\/p>\n

The Kenyan creative designed the packaging for six luxurious gift boxes inspired by her heritage and rooted in the community that instilled in her a deep sense of confidence. There\u2019s an African proverb that sums up the spirit of the collection: \u201cWhen your sister does your hair, you do not need a mirror.\u201d<\/p>\n

\u201cI think of hair as a language,\u201d Muriu shared with Grazia USA<\/a> over breakfast in Los Angeles just before a celebration for the collection. \u201cIt\u2019s a universal language that transcends culture, boundaries.\u201d And she believes that all women are fluent in its power. \u201cEvery woman has that same feeling when you go get a good haircut or hairstyle and it makes you feel more beautiful, more seen, more visible.\u201d<\/p>\n

It\u2019s no surprise, then, that Muriu uses hair in her art. The artist, whose first memory of hair is seeing her mother at the salon and dreaming of one day feeling as beautiful, photographs subjects with intricately woven then sculpted styles, meant to symbolize their natural beauty and strength, wearing eyewear made from upcycled materials, set against African textiles<\/a>. The packaging for the Oribe collection mirrors her craft. She created two textile patterns rich in symbolism, based on traditional Kenyan Ankara prints.<\/p>\n

\"Oribe\"
Oribe x Thandiwe Muriu Holiday Collection<\/figcaption><\/figure>\n

To create the designs, she riffed off of the notions of unity and her feeling that Oribe is more than just a brand that sells products, but a community that celebrates hair, which felt very familiar. \u201cIn my culture, hair is communal.\u201d So for the print called \u201cA Cycle of Togetherness,\u201d she looked to the curl pattern of her hair. \u201cIt\u2019s tight, circular, but so gorgeous,\u201d she says. “But I also see a bit of the Oribe Goddess in the design.”<\/p>\n

Indeed, it’s this unique vision that makes the holiday collections so special. “The key is getting that level of collaboration and love,” says co-founder and president Daniel Kaner. And the result is bringing new consumers to the brand who see the story through the lens of the artist, making it that much more meaningful \u2014 and relatable.<\/p>\n

\"Oribe\"
Oribe x Thandiwe Muriu Holiday 24 C\u00f4te d’Azur Fragrance & Body Collection, $115. SHOP NOW<\/strong><\/a><\/figcaption><\/figure>\n

For the \u201cStrands of History\u201d design, a wavy thread throughout the pattern is a nod to the shape of the neck of the Curl Gloss Hydration & Hold bottle. \u201cFor the first pattern, I was thinking of the Oribe brand as a family,\u201d she explains. For the second, she looked to the popular product range that helps users express their own sense of beauty.<\/p>\n

\"Oribe\"
Oribe x Thandiwe Muriu Holiday 24 Gold Lust Collection, $115. SHOP NOW<\/strong><\/a><\/figcaption><\/figure>\n

While the bold colors of the patterns recall rich African tapestry, they\u2019re also meant to impart a jolt of warmth. \u201cThe holidays can be stressful,\u201d Muriu says. \u201cA big part of my identity as an artist is I want to create happy art. I want to relive warm memories and celebrate the beauty in the moments we forget or we don\u2019t see. And I want to pass that on to the people who are interacting with the products. We wanted these sets to create a moment of joy in the middle of the holidays.\u201d<\/p>\n

Sustainable materials are something to feel good about too. The recyclable boxes are made from 100% post-consumer fiber paper printed with soy inks.<\/p>\n

Shop the full collection at Oribe.com.<\/a><\/p>\n","protected":false},"author":42730,"featured_media":96759,"template":"","format":"standard","categories":[30,38,16],"yoast_head":"\nThe Oribe x Thandiwe Muriu Holiday 24 Collection: Details<\/title>\n<meta name=\"description\" content=\"Kenyan artist Thandiwe Muriu designed the packaging of Oribe's holiday gift boxes to spark joy for women everywhere\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/graziamagazine.com\/us\/articles\/the-deeply-meaningful-message-behind-the-oribe-x-thandiwe-muriu-holiday-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Deeply Meaningful Message Behind the Oribe x Thandiwe Muriu Holiday Campaign\" \/>\n<meta property=\"og:description\" content=\"Kenyan artist Thandiwe Muriu 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