The wait is over for “Coming 2 America,” the sequel to Eddie Murphy’s classic comedy from 1988, and it’s being celebrated in both the beauty and fashion industries with unique partnerships and launches.
Paakow Essandoh is a Black fashion designer who partnered with Paramount Pictures to create African-inspired jerseys ahead of its release, offering a fashionable way for fans to celebrate. “Eddie Murphy made it cool and funny to be African and I, for one, have to appreciate that,” Essandoh told “Good Morning America.”
The Zamunda-themed jerseys are based on the fictional African kingdom from the original “Coming to America” and the sequel. When the first film was released, Essandoh wasn’t even born yet. Still, he said he grew up in a household that often watched Black films like “Coming to America.” The 26-year-old from Brooklyn, New York, whose family is from Ghana, said his African heritage inspired his journey to launch his clothing line, Mizizi, which means “roots” in Swahili, and which he described as a streetwear brand for the African diaspora.
African-inspired films have become a cultural phenomenon impacting millions across the U.S., but Essandoh said there was one thing missing to go with movies: clothes. Gerald Yarborough, an art director overseeing adult super fan licensing at ViacomCBS, said the company and Essandoh sought each other out for the collaboration. “Viacom was looking for minority … communities who could speak authentically to the brand,” Yarborough said. “Paakow and his brand, Mizizi, provided that.”
Yarborough said culturally based consumer products like Mizizi’s jerseys allow fans to connect with films beyond the screen. “All the films tell the story on the screen and what consumer products can do is authentically carry that story on to people’s lives. So, the fan always has something to take home with them after the film is over,” Yarborough said.
Yarborough and Essandoh worked closely to intertwine Zamunda into the fabric of the garments, using such bold colors as red, green and black to represent the Pan-African flag. The artist intentionally incorporated elements from the original film to highlight Black opulence and royalty within the four jersey styles. “You’ll see the McDowell’s plaid kind of layered in there very subtly,” Yarborough explained. “You’ll see little hints like the Soul Glo logo and other elements for those people that grew up with the first movie.”
On the beauty front, UOMA Beauty has the perfect launch to help fans channel some of the movie’s most iconic characters. The award-winning cosmetics company released its Black Magic Coming 2 America Collection and everything from the makeup products to the campaign imagery feel like a regal nod to the Black beauty captured in the classic film.
Each item from the line was inspired by the country of Zamunda and draws from African royalty with additional focuses on the Fulani tribe in Nigeria, Niger and Chad as well as the Ndebele and Aso Ebi/Aso Oke culture. The full collection includes three lipsticks, a 10-pan eyeshadow palette, two mini eyeshadow palettes, two eyeliners and a highlighter palette. Within the lineup of products, you will find rich, highly pigmented hues, glowing metallics and fun names inspired by film such as “Zamundan Sun” and “Peaches & Akeem.”
Key contributors responsible for producing the collection include celebrity makeup artist Sir John, fashion stylist Zerina Akers and world-renowned photographer Trevor Stuurman. Campaign imagery also features some of the costume designer Ruth E. Carter’s original costumes from the film which all are odes to historic African queens. The brand’s portrait series, “The Black Skinned Beauty,” was created to depict courage, pride, heritage, opulence and resilience.
If you are ready to get your hands on The UOMA Beauty Limited-Edition Black Magic Coming 2 America Collection, it’s available now on the brand’s website as well as Ulta, Nordstrom and several other mass retailers.
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Photo Credit: Featureflash Photo Agency / Shutterstock.com