The new year is a time for renewal, an opportunity to reflect on the past and envision the future. To bid farewell to the year and usher in 2025 with fresh inspiration, the Maison Longchamp has collaborated with Thandiwe Muriu, a rising 34-year-old Kenyan artist. She created a piece titled Memories of the Future, featured on a stunning greeting card that captivates and delights. This optimistic, playful, and immersive portrait is a vibrant visual poem, bursting with bold, zesty colors. 

A self-taught photographer from Nairobi, Thandiwe Muriu began her career at just 17. She gained prominence in 2020 by winning the People’s Choice Award for Emerging Photographer at Photo London. Today, she is one of Kenya’s few female photographers, with her work showcased in Paris by the 193 Gallery and an upcoming exhibition at the Musée de l’Homme.

Thandiwe Muriu’s signature style is a unique fusion of art and fashion. Her photographs are known for their dazzling color palettes, the use of Ankara fabric—commonly referred to as wax—as backdrops, and Kenyan models dressed in wax textiles that blend seamlessly with their surroundings. In her portraits, the models seem camouflaged yet radiate undeniable strength. The optical illusion is striking: the women are both invisible and impossible to miss, evoking a sense of mise en abyme. This juxtaposition challenges the societal roles of women in Kenya and reflects on the barriers that often hinder their empowerment.

Traditional African hairstyles, from afros to intricate braids, take center stage in her compositions, transformed into sculptural masterpieces. For a whimsical touch, Thandiwe Muriu incorporates everyday objects in unexpected ways: clothespins become earrings and cake molds double as eyeglasses. These creative details celebrate resourcefulness while inviting us to see the ordinary in a new light.

Thandiwe Muriu’s creations are the result of meticulous teamwork. Each portrait comes to life with the help of local artisans. After selecting an Ankara fabric, she collaborates with a tailor to design custom outfits for her models. Street artisans, known as Jua Kali ("fierce sun" in Swahili), contribute by repurposing common items into fashion accessories. This collaborative process embodies her philosophy: “If you want to go fast, go alone. If you want to go far, go together.”

Each photograph also carries a deeper meaning, paired with an African proverb. For the Longchamp greeting card, Thandiwe Muriu chose: “If you want to know the end, look at the beginning.” This message, deeply aligned with Longchamp’s values, underscores the importance of learning from the past to build a better future.

Supporting women in their artistic endeavors lies at the heart of Longchamp’s commitments. Believing that innovation thrives on shared knowledge and the amplification of women’s voices, the Maison supports artists like Thandiwe Muriu, a trailblazer in Kenyan photography. Through workshops in Nairobi schools, Thandiwe Muriu shares her story, inspiring young Kenyan women to pursue creative careers often dominated by men.

By showcasing her work in its boutiques, Longchamp not only highlights her talent but also makes it accessible to a wider audience. This partnership extends beyond acquiring art; it fosters lasting connections with an artist whose creations reflect values of authenticity, craftsmanship, and inclusivity.