Burberry has released its third and final portfolio in a three-part campaign series featuring British model Adwoa Aboah shot by German fashion photographer Juergen Teller in Accra, Ghana, where Adwoa’s father was raised. This campaign, in which she embraces her Ghanian heritage, concludes her visually striking journey from London to New York and now Accra.

I have been claimed by Ghana, told to go and show the world, make them proud. I belong. So that’s what this is, a message of love and pride to my family and the people of Ghana

The Ghana shoot is the crowning glory of these campaigns. They were all art-directed by Adwoa herself, including a very personal touch from her Ghanian aunt, Ernestina Aboah, who made a set of outfits in Burberry’s signature vintage check print, cut in traditional African silhouettes. Concluding the photo series in Ghana appears to be the most rewarding and sentimental part of this creative collaboration for Adwoa, who has never done a shoot in Ghana before and seldom gets a chance to visit her family there:

‘The world knowing nothing about the magic that Ghana is, the beauty and chaos. Where my father was born, the other half of my British blood, Accra. Home away from home with the church and the swing and grandma and grandad, aunties, Kente cloth, fufu and buckets for washing. Memories, so many memories of six-hour journeys to visit my other half. The last chapter and I want the world to know that there are two families, both that mean the world to me, two sides to my story. I want the world to see the beauty and Ghana to have that moment in the light, one that it has always deserved.  I have been claimed by Ghana, told to go and show the world, make them proud. I belong. So that’s what this is, a message of love and pride to my family and the people of Ghana,’ the world’s most sought-after model poured out in an Instagram caption of a picture featuring her Ghanian relatives. (Yes, even her gran, Gladys Aboah, is a part of the campaign.)

Feelsy. So feelsy.

Never have I been more proud of something. The last part of my series with @burberry Art Directed by myself, shot by #juergenteller Styled by @poppykain. Make-Up by @celiaburtonmakeup Outfits by my Auntie Tina. Featuring my cousin @kensemah My Grandma, Auntie Mary, Auntie Tina and my skrillion @sonny_hall .Thank you to everyone who made this possible, for listening to Juergen and I when we came up with this mad idea. This is what it’s all about, do something different, think outside the box and create something iconic. #juergenxadwoa – Going home, back to the motherland. A place where I felt like an outsider but always wanted to belong. Growing up differently, never knowing the mother tongue. Patronized by the world, one sided images of famine and underdevelopment. Culturally appropriated, continuously stolen with no respect or return. The world knowing nothing about the magic that Ghana is, the beauty and chaos. Where my father was born, the other half of my British blood, Accra. Home away from home with the church and the swing and grandma and grandad, aunties, Kente cloth, fufu and buckets for washing. Memories, so many memories of 6 hour journeys to visit my other half. The last chapter and I want the world to know that there are two families, both that mean the world to me, two sides to my story. I want the world to see the beauty and Ghana to have that moment in the light, one that it has always deserved. I have been claimed by Ghana, told to go and show the world, make them proud. I belong. So that’s what this is, a message of love and pride to my family and the people of Ghana.

A post shared by Adwoa Aboah (@adwoaaboah) on


All three of these campaigns have been art-directed by the model, giving Burberry an edgy aesthetic, thereby opening up their brand to young, offbeat style enthusiasts. The unmistakably British brand’s creative director, Christopher Bailey, first launched this campaign in December 2017, with the British Fashion Awards ‘model of the year’ posing alongside friends and family in London, her birth city. This was followed by a second series of images shot in New York earlier this year, the city in which she currently resides.

This final Juergen X Adwoa photo series introduces Burberry’s Autumn/Winter ’18 pre-collection, consisting of bold graffiti-esque prints, checks, knitwear, coats, and the Belt Bag in a new size and colour. And we’re just delighted that once again the African fashion flag is waving high and proudly.