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
RCMP uncovers alleged plot by 2 Montreal men to illegally sell drones, equipment to Libya
The RCMP says it has uncovered a plot by two men in Montreal to sell Chinese drones and military equipment to Libya illegally.
Demonstrators kicked out of Ontario legislature for disruption after failed keffiyeh vote
A group of demonstrators were kicked out of the legislature after a second NDP motion calling for unanimous consent to reverse a ban on the keffiyeh failed to pass.
Tom Mulcair: Park littered with trash after 'pilot project' is perfect symbol of Trudeau governance
Former NDP leader Tom Mulcair says that what's happening now in a trash-littered federal park in Quebec is a perfect metaphor for how the Trudeau government runs things.
Government agrees to US$138.7M settlement over FBI's botching of Larry Nassar assault allegations
The U.S. Justice Department announced a US$138.7 million settlement Tuesday with more than 100 people who accused the FBI of grossly mishandling allegations of sexual assault against Larry Nassar in 2015 and 2016, a critical time gap that allowed the sports doctor to continue to prey on victims before his arrest.
Man wanted in connection with deadly shooting in Toronto tops list of most wanted fugitives in Canada
A 35-year-old man wanted in connection with the murder of Toronto resident 29-year-old Sharmar Powell-Flowers nine months ago has topped the list of the BOLO program’s 25 most wanted fugitives across Canada, police announced Tuesday.
Doctors ask Liberal government to reconsider capital gains tax change
The Canadian Medical Association is asking the federal government to reconsider its proposed changes to capital gains taxation, arguing it will affect doctors' retirement savings.
Keeping these exotic pets is 'cruel' and 'dangerous,' Canadian animal advocates say
Canadian pet owners are finding companionship beyond dogs and cats. Tigers, alligators, scorpions and tarantulas are among some of the exotic pets they are keeping in private homes, which pose risks to public safety and animal welfare, advocates say.
Thieves use stolen forklift to rip cash machine out of U.K. bank
Police in the U.K. are searching for a group of suspects seen on video using a forklift to steal a cash machine from a bank.
'There was a lot of black smoke': Crane operator sounds alarm while trapped during highrise fire in Halifax
A tower crane operator alerted emergency crews after noticing a fire on a construction site in Halifax Tuesday morning.