22Fresh's newest clothing model furthers Indigenous presence in Sask. advertising
Six-year-old Nijah Eashappie is pretty subdued about his newfound fame. The Regina boy is the latest to model in advertisements for local clothing brand; 22Fresh.
“I feel like he doesn’t even know what’s going on,” said Talisa Eashappie, Nijah’s mother. “He’s just going about his day. He just doesn’t even realize the impact of this. But I know once he gets older, he will.”
Nijah’s photoshoot, in which he sports traditional braids, has made an impression online. Talisa is thankful for all the kind messages sent in support of Nijah’s modelling.
“The reaction was amazing,” she said. “I don’t know if 22Fresh knew how important this was or how big of a deal that it was for him and everyone else to see a First Nations boy on an ad for a clothing line. It just exploded with so many positive comments and everyone shared it and had so many nice things to say. It just made my heart so happy.”
Darian Kovacs is an Indigenous business leader and founder of Jelly Digital Marketing and PR. He’s also an advocate for greater diversity in Canadian advertising through his involvement with the non-profit POCAM or the People of Color in Advertising and Marketing. He agrees that Nijah’s modelling is a sign of steady improvement for Indigenous representation in advertising.
“There are some incredible agencies representing Indigenous talent,” he said. “Whether it be on the influencer and creator side or whether it's just amazing models. And people are waking up and realizing it.”
Kovacs said that while industry-wide change is slow, 22Fresh’s move is a step in the right direction. He hopes other organizations will follow their example
Eashappie believes that this happened at the right time with National Truth and Reconciliation Day around the corner. She hopes that Nygah will inspire more Indigenous young boys to be comfortable with their appearances, especially those with long hair.
“This is a good time for us to embrace our culture,” she said. “To be proud of who we are and where we come from. You know, with residential schools, the first thing they did was cut their hair. So, it’s really important for him and other little ones too, to know that they’re so strong for having their hair long and being proud of it.”
22Fresh provided a statement regarding the decision to have Nygah model for the brand. They outline that the brand values inclusivity above all else and will continue to showcase the diverse representations of their customers in the future.
CTVNews.ca Top Stories
Grandparent scam: London, Ont., senior beats fraudsters not once, but twice
It was a typical Tuesday for Mabel Beharrell, 84, until she got the call that would turn her world upside down. Her teenaged grandson was in trouble and needed her help.
Deaths of 4 people on Sask. farm confirmed as murder-suicide
The deaths of four people on a farm near the Saskatchewan village of Neudorf have been confirmed a murder-suicide.
CRA no longer requiring 'bare trust' reporting in 2023 tax return
The Canada Revenue Agency announced Thursday it will not require 'bare trust' reporting from Canadians that it introduced for the 2024 tax season, just four days before the April 2 deadline.
Full parole granted to man convicted in notorious 'McDonald's murders' in Cape Breton
The Parole Board of Canada has granted full parole to one of three men convicted in the brutal murders of three McDonald's restaurant workers in Cape Breton more than 30 years ago.
Incident on Calgary's Reconciliation Bridge comes to safe resolution
Nearly 20 hours after a man climbed and remained perched on top of the Reconciliation Bridge in downtown Calgary, the situation came to a peaceful resolution.
Sunshine list: These were the Ontario public sector's highest earners in 2023
Ontario released its annual sunshine list Thursday afternoon, noting that the largest year-over-year increases were in hospitals, municipalities, and post-secondary sectors.
George Washington family secrets revealed by DNA from unmarked 19th century graves
Genetic analysis has shed light on a long-standing mystery surrounding the fates of U.S. President George Washington's younger brother Samuel and his kin.
'We won't forget': How some Muslims view Poilievre's stance on Israel-Hamas war
A spokesman for a regional Muslim advocacy group says Conservative Leader Pierre Poilievre's stance on the Israel-Hamas war could complicate his party's relationship with Muslim Canadians.
Why some Christians are angry about Trump's 'God Bless the USA' Bible
Former U.S. President Donald Trump is officially selling a copy of the Bible themed to Lee Greenwood’s famous song, 'God Bless the USA.' But the concept of a Bible covered in the American flag has raised concern among religious circles.