AWA x Magnum

Cocoa harvest lasts for six months. The rest of the year, women in cocoa farming communities struggle to find stable sources of income, so Magnum launched an empowerment programme to help them improve their skills and achieve financial independence.

As part of this initiative, Ivorian designer Rebecca Zoro created a fashion collection inspired by cocoa farmers. The collection was introduced to the world by Awa, a digital avatar made from the faces of the first 128 women who benefit from the programme.

A woman with dark skin and braided hair looking upwards with a confident expression, standing against a red background. She is wearing a striped blazer.

A woman with braided hair and dark skin sitting against a green background. She is wearing large yellow earrings, a colorful patterned fabric wrap, and a matching scarf on her wrist. She has an intense expression with her hand on her forehead and her knee raised.

Portrait of a woman with dark skin wearing a red headwrap with decorative gold pin, smiling and looking upward against a solid orange background.

A woman wearing a yellow and black patterned traditional African dress poses against a plain brown background.

A woman dressed in traditional attire standing amidst lush green tropical leaves.

Fashion accessories and fabrics featuring vibrant patterns and colors on a red background, with promotional magazine covers for Avon MAGNUM and SS22 in stores.

Flat lay of colorful accessories and fabrics on a green surface, including a magazine titled 'Africa by Magnum,' beaded bracelets, patterned textiles, and a folded brown cloth.

Close-up of a woman wearing a patterned fabric outfit with a large gold brooch, against a bright yellow background.

A group of six women dressed in traditional clothing and white t-shirts, holding photographs and awards, standing in front of a blue wall with text.

A woman harvesting cacao pods in a forest, collecting them in a metal basin.

Close-up of an elderly person's hands shaping a clay pot on a pottery wheel, with a smaller inset image of a person working in a forested area.

Group of women in traditional colorful African clothing posing outdoors in front of a yellow wall.

CREDITS

ECD: Tomás Ostiglia
Creative Directors: Kevin Cabuli & Jorge Zacher
Design Lead: Yan Graller
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Managing Director: Tom Elliston
Account Supervisor: Cristina Panea
Head of Production: Felipe Calviño
Producer: Jorge Saade
Production company: Man vs. Machine
Avatar creation: The Diigitals & Cameron Wilson