artists     stories    image-search     news    contact
client: Oribe
assignment: 2024 Holiday Gift Campaign
artist: Thandiwe Muriu

Share the Beauty of Timeless Traditions

Introducing the Oribe Holiday 2024 Collaboration with Kenyan artist Thandiwe Muriu, featuring six covetable gift sets in limited-edition packaging.

Muriu’s artistic vision—deeply rooted in her African heritage—embodies the jubilant spirit of community and togetherness, with this year’s artwork encapsulating the timeless African proverb:

“When your sister does your hair, you do not need a mirror.”




Behind the Patterns

For this collaboration, Oribe partnered with Muriu to present a bold expression of beauty through bespoke textiles, hand-crafted upcycled accessories, contemporary photography, and hair styled by talented Oribe hair artists.

Muriu created two textile patterns rich in symbolism, based on traditional African ankara prints. The collaborative designs blend Muriu's artistic flair with iconic Oribe design elements in meticulously selected color palettes to celebrate the warmth and joy in the rituals that bring us together.



click the link to view the campaign

Institute Artist is redefining how stories are produced and told. Representing auteur-driven storytellers, we bring together talent across commercials, photography, fine art, and film. Founded by Matt Shonfeld and Frank Evers. Institute Artists multi-platform production expertise, and established global relationships in entertainment, fine art, and journalism make for unmatched reach and cross-pollination of creative work. Institute Artist has been a leading advocate of the power of underrepresented talent and is fully committed to bringing these authentic voices to our clients by helping them tell compelling and entertaining stories that better connect with their audiences.