The Winyarr Collection is proof that sometimes, a shoe is more than just a shoe. Made up of five unique designs, the collection offers a way to celebrate Aboriginal culture as shareable and wearable works of art. And with 10% of proceeds going directly to Culture is Life, it will support the Aboriginal-led organisation’s purpose of supporting young Aboriginal and Torres Strait Islander people to thrive.
Alkina honours the long line of strong black women she comes from and hopes that all women feel this sense of pride walking in these shoes.
Winyarr means ‘Aboriginal woman/women’ in Yorta Yorta Language. The artwork in the Winyarr Collection depicts a group of women along the sacred Dungala (Murray River), linking arms to represent the Aborginal women that have been here for thousands of years.
Culture is Life’s work ensures that young people are at the centre of everything that we do. In supporting Alkina and backing Aboriginal practices created cultural confidence. The project modelled how young people can work with big organisations like Wittner, to be inspired by what’s produced in mainstream platforms.
So much of the campaign was grounded in young First Nations women’s creative talent and cultural pride. From Alkina’s artwork to the young models, the jewellery worn, to the women behind the video as well as the project management.
Bringing community around the project was essential and so many inspirational First Nations women is proof that we are stronger together. Aboriginal led practices means close engagement with the artist’s community on Yorta Yorta Country. Our young people being a part of the process from design and creative ideas all the way to promoting and wearing the shoes at events and on socials meant that they could learn from the process and believe that others can achieve what Alkina and the team created and that we can work and create alongside non-Indigenous brands, creatives and audiences to connect with and celebrate our First People, our cultures and place together.
It’s important to us that the profits are returned to programs and initiatives that support our young women culturally and through their pathways. Our intention is to support other emerging First Nations women, to build capacity in their creative expression and be mentored through similar opportunities like Alkina embraced. Stay tuned to Culture is Life’s socials for more details!
Read More: NAIDOC: In Celebration – In Conversation