-: African culture is the root of humanity.
It is where everything started.
It is where civilization started,
architecture, culture as it is.
I am Zainab, the creative director and founder
of Zainab Sumu Primitive Modern,
and my brand is about people, places, culture.
It is about the untold stories of Africa.
I create textile prints and artwork
that not only highlights the culture,
wealth, and beauty of Africa
but also showcase how interconnected we all are.
Each series is inspired
by the cultural touchstone of a country in Africa,
where I travel and do immersive research.
I then create the artwork.
Textiles, tactile, they create an emotional connection
unlike anything else
because you get to feel it when you wear it,
and you absorb what the artist
or what it is the story that textile is conveying.
(gentle upbeat music)