Transport me to the tropics of Tanzania. When I was in the midst of creating Zonarch, the pandemic happened and forced us all to sit still and take care of our homes — our physical spaces as well as the body that carries us.
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As a frequent flyer who used to get on a plane as soon as an opportunity presented itself, I instead sat in the sweet nostalgia of trips to far away places. One being in the background above — a journey to Unguya, commonly known as Zanzibar. Blissfully jetlagged, I sat on the beach each morning soaking in the sunrise and tropical clouds. Fifteen years later I can vibrantly recall the smells, neon sky colors, Mashua fishing boats drifting on the horizon, seaweed farmers carrying their harvests, swimming with dolphins at sea.
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Leading up to launch, it was unclear whether I'd be able to shoot our inaugural campaign in a warm location in November. After experiencing the continuous global changes, I knew there had never been a better time to "Holiday From Home". I wanted nothing more than to honor a place I learned to love deeper each day — my backyard. In that moment, "WAVE 01 - Holiday From Home" was born. We shot at Crystal Cove where we got to celebrate our first line of products interacting with its diverse coves and historic village. That day was absolute bliss for me.
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After all, WAVE 01 still got its time in the tropics. Only did we have to create it in the form of a lifesize paper photograph. To me, this entire campaign will always reflect the sentiment of that moment and the spirit of Zonarch. I hope you too can come to appreciate the place where you are in this moment.
-Genevieve
@dajanarads shot by @taylortgalloway