Modem is delighted to present creative director, video-and photographer Agatha Powa. Her photograph entitled "Flavour ice'd" (2022), illustrates this edition of the Modem Map Paris.
Agatha Powa is a Berlin-based photographer known for her documentary-style work, capturing intimate portraits and emotional storytelling. Her photography explores themes of identity and vulnerability in today’s world, emphasizing authenticity in every frame.
Agatha Powa has worked with ID Magazine, Berliner Zeitung, Fräulein Mag, Dazed, Schoen Mag, Vogue Germany, and many others, as well as with high-profile brands such as Google, Highsnobiety, Nike, Adidas and Zalando, bringing her unique approach to both commercial and editorial projects. She has exhibited her works in Berlin, London and during Art Basel Miami, showcasing her artistic vision in prominent settings. Her work resonates with those seeking authentic, deeply personal visual stories.
We had the pleasure to interview her on the occasion of her choice for the Modem Map cover.
INTERVIEW WITH AGATHA POWA
MdM: Let's talk about you. You’ve had such a diverse and impressive career, starting as a dancer and actress before transitioning into photography and videography in Art, Fashion and Music. Can you share what inspired these shifts and how your background in the arts influences your creative process today ?
Agatha Powa: Initially I stopped feeling comfortable being the center of attention by using my body as a vessel. That’s what pushed me towards wanting to be on the other side of the lens. But all my experiences feed into who I am and how I act and create in the now. All skills come in handy. At the end the essence is still the same, it’s just a different form of expression. I’ve also fairly recently been diagnosed with ADD which in hindsight explains my innate need for authenticity and exploration.
MdM: When it comes to your photography and videography, what is your approach to creating a shoot ? Do you have a specific process or ritual that helps you bring your creative vision to life? What makes your work stand out ?
Agatha Powa: It depends on a few factors. Main one being: Is this a commercial shoot or a passion project? I always try to connect with the people on set on a human level so we share a pleasant experience which in turn helps creativity flow freely. I aim to capture the rawness of the human experience, and that is only possible by sharing a moment of truth.
MdM: You’re an all-around creative, balancing both highly artistic projects and commercial work for well-known brands. What do you find most challenging about working across these different worlds, and how do you navigate the balance between creative freedom and commercial demands ?
Agatha Powa: Sometimes you end up on commercial shoots and can’t help thinking what incredible things one could create with such big budgets and yet it’s just another xyz. And then you shoot on a random day with a random person without planning or spending much and the most beautiful stuff happens. You never know when inspiration hits.
MdM: With such a dynamic career, you must have worked with various types of people and brands. Is there a particular collaboration or project that stands out to you as especially memorable or impactful ? If you could choose, who would you love to work with in the future ?
Agatha Powa: I loved my first commercial campaign which was for Klarna, the payment service. They had a whole ballroom campaign and wanted the photographer to be someone from the community. Back then I used to document my friend Ambrosias So Extra Balls and so I got to shoot a campaign with a few friends. It was a great experience with a very respectful and positive vibe on set, and the production making sure that everyone involved feels safe and respected. I would love to go on tour with a musician I admire and vibe with or to shoot with inspiring people, from artists to stylists to designers. If I could pick any time and any brand I would’ve loved to be the one to shoot the Benetton commercials during Oliviero Toscani's Time (rip). Authenticity and exploration are key to my process.
MdM: As someone who’s experienced both the artistic and business sides of the industry, how do you think the role of creativity is evolving in today’s digital landscape, and where do you see yourself pushing the boundaries next ?
Agatha Powa: AI is exciting and its possibilities endless. I’d love to experiment with it if it comes naturally but I don’t want to force things. I’d rather keep it simple. I personally learned that the most simple concepts are often the most striking ones. With everything happening in the world, my hope is that we will try and preserve exchange of ideas and creation between humans and foster more understanding.
MdM: Out of all your works, why did you choose “Flavour ice’d” for the Modem Map - carte blanche cover ?
Agatha Powa: I chose this image because of its relevance in terms of sustainability in fashion. As most in the industry know, Accra’s Kantamanto market, one of the largest second hand markets in the world, burned down last month, affecting 10.000 plus traders. The clothes worn by the models in this image were made by Kokrobitey institute: the brands' effort is to create sustainable garments made out of textile waste, mostly sourced at said market, mixed with traditional craftsmanship, whilst working with local village residents, providing training and creating jobs. The jacket Michael wears is made out of empty water sachets, which not only represents the need for safe drinking water but also points out the high number of waste generated daily in places like Accra through left over plastic water sachets and bottles. Kumi is wearing a deconstructed design made out of shirts sourced from unsold garments at Kantamanto.
Around 15 million used garments are imported into Ghana every week, mostly from Global North countries and most are sold at Kantamanto Market. Last year, Greenpeace Africa launched a petition to regulate the second-hand clothing market in Ghana, alongside a report which found that 500,000 items of unsold clothing from the market are dumped in open spaces and unofficial landfill sites in the country every week.
Kantamanto market was a cornerstone of sustainability, recirculating millions of second-hand garments every month and challenging the wasteful practices of the fashion industry. This cycle burdens communities like Kantamanto, where workers take responsibility for managing the fallout of overproduction. Brands should contribute to rebuilding the livelihoods of the very people impacted by their practices.
MdM: Can you tell us more about how the project was born ?
Agatha Powa: During my time in Accra I spent quite some time with Bubu, who’s work I really admire. During the time spent together, we decided to collaborate on a couple of shoots. Bubu has collaborated with Kokrobitey institute in the past, including designing some clothes. Both models I’ve connected organically with in Accra and just asked if they would be down to model one day and spent some time in Kokrobite at K.I. My friend Andy Madjitey, who's a great director, lent me a helping hand on set.
MdM: What was your experience like during your time in Ghana, and how did it influence your perspective ?
Agatha Powa: My time spent in Ghana was really special on many levels. One of my best friends I grew up with is 1st gen from Ghana. Coming to his motherland explained a lot about his character and his overall attitude to life. I’ve connected with a lot of amazing & talented creatives during the couple of months I got to spend out there. There’s a lot of exciting stuff happening, from visuals to music to fashion. From streetwear brands like freetheyouth to upcycling fashion like K I from Ebo Taylor to Black Sherif to superjazzclub to amazing visual creators like Andy Madjitey or David Ansah and political activists / artists like Vabene to name a few.
Email here for any enquiries.
Photography shot by Agatha Powa @agathapowa in Kokrobite, Ghana in 2022.
Creative direction: Agatha Powa and Bubu Ogisi
Models: Michael Angelo Taylor @michaelangelo1_2 and Kumi Obuobisa @kumi_obuobisa
Styling: Bubu Ogisi @bubuogisi
Designer: Kokrobitey Institute www.kokrobiteyinstitute.org
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