Film

Film: Guinness film follows inspiring group of African dandies, The Sapeurs

Sponsored Article,

Here in London, the end of the London Collections: Men means the end of revelling in sartorial male brilliance right? Wrong! Guinness has created a superb short film which features the Sapeurs, a group of people from the Republic of the Congo who embrace stylistic individualism in a truly inspiring way. It’s part of the Guinness Made Of More campaign, which celebrates those who live their lives with real integrity and character.

What makes this more than just an interesting fashion story is that there is a philosophical underpinning to the Sapeurs’ lifestyle along with the charm and flair.

The men who embrace La Sape are part of a heritage that stretches back to their ancestors and that will reach forward to future generations. In their commitment to non-violence and freedom of expression, they embody a way of looking at life from which we could all learn something. This outlook though is brought to life through a philosophy of joie de vivre which shines through in every frame of the film. It’s well worth a few minutes of your time so stop what you’re doing and watch it now!

  • Lead
  • Adstill1
  • Adstill2
  • Meh0170495
  • Meh0170791

This article was produced in collaboration with Guinness. Drink responsibly. Visit www.drinkaware.co.uk for the facts. The GUINNESS word and associated logos are trademarks © GUINNESS & Co. 2014.

Nice_bigger

Sponsored Article

It’s Nice That works with selected brands to create and deliver bespoke content solutions. To find out more about these sponsored articles or to request a media pack, contact our sales team using the address below.

Most Recent: Film View Archive

  1. John_dower_ronald_int_list

    In America, land of the free and home of the mascot, Ronald McDonald was and still is a revered flame-haired icon. Even in the UK, he’s a recognisable, albeit terrifying, beacon of our past where happy meals and smooth-bunned burgers were a rare Friday night treat.

  2. Yolanda-dominguez-itsnicethat-list

    Artist Yolanda Dominguez is not one to shy away from using her practice to expose the social inequalities which underpin contemporary society. In previous projects – 2013’s Fashion Victims and 2014’s Gallery for example, we’ve seen her respond to Bangladesh’s factory disaster, in which more than 1,000 textile workers were killed when their workshop collapsed, and question our invasion of online privacy in the digital age, respectively. She often uses “culture jamming” techniques, utilising a given medium to subvert its own discourse, and in doing so evokes visceral responses and stirs up critical conversation around these much debated topics.

  3. Canada-vogue-its-nice-that-list

    British Vogue has partnered with CANADA filmmaking collective to launch the first in a series of films for its Vogue Video offer. The film, called Ouch! That’s Big features model Anna Ewers and was styled by Vogue fashion editor Fran Burns. Shot in Barcelona, the short shows Anna having her foot tended to before probably my favourite song of 2013, Suuns’ 2020, kicks in as a fanfare to the stylish antics ahead. Weirdness, glamour, sumptuous architecture and a bump to the head ensue…

  4. Emoji-grid-itsnicethat-list

    Who needs a plot, a famous cast or a beautiful set when you have a loveable collection of ethnically diverse Emoji, a dancing lady and a smiling poo, eh? Not Sony Pictures Animation; the studio has just won a bidding battle to produce an animated movie based around the recognisable Apple-created characters who have come to communicate our every emotion, whim and fancy, Deadline announced today. The film is to be written by Anthony Leondis and Eric Siegel, who have yet to reveal how they intend to make a masterpiece out of our favourite funnies.

  5. Arcade-fire-itsnicethat-list

    We’ve already seen astounding interactive music videos, and live Spike Jonze-directed pieces performed and filmed at the YouTube Music Awards, so really a feature-length film is the last of the unchartered territory in Arcade Fire’s commingling of music and visuals.

  6. Jonny-woo---dressed-as-a-girl-(1)its-nice-that-list

    I still love east London. There, I’ve said it – I know after a decade here I should be saying its gentrification has become too much, that I’m bored of Superstore, that I’m jacking it in for Hastings or Berlin or Margate. But as it stands, I’m still clinging on to my love affair with that area of the capital, like a booze-soaked limpet hiding in the cider aisle of Broadway Market Costcutter. And while I’m as miffed as the rest of us by rent hikes and people who dare to have beards/bicycles/small dogs (insert your own Daily Mail hipster cliche here), the East End is still bloody great, and events like East End Film Festival offer a reminder of why.

  7. The-mercadantes-color-its-nice-that-list

    Sometimes the simplest ideas are the best ones, something which directorial duo (and married couple) The Mercadantes grasp perfectly. They describe themselves as making films that “celebrate life,” and their new film, Color, is no exception. The sweet little short takes us on a journey through the rainbow guided by a series of pieces of film and photography of objects linked by nothing but their hue, from an egg, to Yoda, to a toilet’s engaged sign and a big yellow taxi. The editing is sublime and a Mozart soundtrack is a great fit, all coming together to drive home the idea that beauty and colour can be found in even the most seemingly banal objects.

  8. Mr-bingo-stills-itsnicethat-list

    If you’ve been paying close attention you’ll remember that magical evening a few months back when illustrator Mr Bingo performed a rap about the wonders of stock imagery at our monthly Nicer Tuesdays event. If you don’t, I can happily announce that he’s back with a new one, and this time it comes with tighter rhymes, swaggy moves and extraordinarily high production values.

  9. Heavydreamers_itsnicethat_00

    Jeff from Booooooom got in touch with us at the end of last week to share their latest film profiling a number of creatives invited out to Hawaii for POW! WOW! festival. Held every February, the street art festival sees artists descend onto the island of Oahu to celebrate art, music and culture.

  10. Tom_geraedts_itsnicethat_list

    Tom Geraedts’ film for the Oasis of Matisse exhibition currently on show at the Stedelijk Museum in Amsterdam is a beautiful tribute to the artist famed for his simple yet powerful cut-outs. It’s incredible how motion designer and director Tom has so seamlessly allowed nature to peel itself apart to reveal bright, tropical colours within; the floating, abstract shapes gliding weightlessly through the gallery past some of Matisse’s most famous works. With a portfolio full of brilliant creative work and clients including BBC World News, M&C Saatchi and ITV, Tom is definitely one to watch out for.

  11. Chaz-bundick-itsnicethat-list

    We’ve gushed plenty about Toro y Moi’s Chaz Bundick in the past: whether it’s his bookshelf, his orange jumper or the expertly dispersed dry ice in his music videos. Too much is never enough of Chaz, though, and this time around the musician, illustrator, designer and founder of Company Creative has gotten together with site Yours Truly to make a neat little film explaining about how graphics and illustration meet music in his work. From sketching up cool little dog-men to screen-printing them onto T-shirts and all of the other stages that come in-between, the site is featuring Chaz’s polaroids, sketchbooks and photographs all week. It’s a Chaz-fest, and we’re all over it. 

  12. Michael_raisch_jurassic_park_itsnicethat_list

    So many of our beloved movie franchises have been recycled into various remakes, sequels, and prequels. Jurassic Park is no exception with the fourth instalment, Jurassic World currently in a cinema near you. But within the ether of the internet we’ve stumbled across this incredible remake of the original film, videoed 20 years ago by two kids in their basement.

  13. Jacob_t_swinney_itsnicethat_list

    While this video has already made the rounds a couple of times, we keep finding ourselves going back to this film by Jacob T. Swinney. Using 55 films, Jacob brilliantly supercuts the first and final frames of each and places them side-by-side. It’s a fascinating insight into the filmmakers’ decisions and the themes that weave their way into the big, blockbuster features. Some of the opening and closing shots are bewitchingly similar, some show progression or misfortune, and others simply use stunning imagery to grab our attention. From Silver Linings Playbook to The Usual Suspects, Jacobs simultaneously captures the anticipation and resolution felt when watching a film beautifully by placing these two moments next to each other.