Massimo Rumi

massimo rumi

Max was born in Reggio Calabria (Italy) in 1971.

After graduating in Economics he moved to London to further his career and work for a multinational company.

In 2007 he decided to take a sabbatical and travel around the world fulfilling his two great passions, travel and photography, while exploring his fascination of the world’s diverse cultures.

Today Massimo has visited 80 countries and lived in Australia for many years, before making London his home again.

I came across this amazing photographer on a train to London when I opened the Eyewitness section of The Guardian newspaper and saw his photographs of the Egungan masquerade group of Ouidah in Benin, West Africa.

Oba and Ayefodo 1

Photo : Oba and Ayefodo 1

I put the photo article in my handbag and have since contacted Max who kindly agreed to us featuring his  work on our blog.  Here are some of the most extraordinary costumes that I have every seen and do take a look at Max’ website to see more and other wonderous people and places.

Egungan MaskPhoto : Egungan Mask

Egungun masqueraders

The Spirit of Ancestors

Belief in ancestors is one of the core doctrines of African traditional religion. The Yoruba people of Benin republic believe in life after death, and the re-appearance of the ancestors in the physical corporal world happens through Egungun.

Egungun, which date back to the 14th century, is a ritual performance dedicated to ancestor worship that incorporate dance, singing, drumming, chanting, masking costumes and recitation.

Masquerades, are all men and represent the spirit of their ancestors. They are completely covered by elaborate costumes made of richly brocaded and highly symbolic tapestry-like fabrics. Brightly coloured textiles are added to these big garments from year to year and no part of the performer body is to be seen.

KparamonlePhoto : Kparamonle


Brightly coloured textiles are added to these big garments from year to year and no part of the performer body is to be seen.The costumes with their numerous layers of vividly coloured cloth, embroidery, leather, animal skin, shells and beads, and their architectural headpieces and masks, completely obliterate the human form.

kparamonle 2

All images taken from with the kind permission of the artist.


During the performance the masquerades in these beautiful costumes reach their full potential and enter a state of ecstasy where their anonymity is of the upmost importance in the Egungun. Once wearing the costume, the performer stops to be himself and become the ancestor.

Egungun are celebrated in festivals and family rituals and their society remains a highly secretive organisation with its own temples that are barred to all but members of the society.



Met Gala 2019

Costume Institute Benefit on May 6 with Co-Chairs Lady Gaga, Alessandro Michele, Harry Styles, Serena Williams, and Anna Wintour.

The Costume Institute’s spring 2019 exhibition, Camp: Notes on Fashion (on view from May 9 through September 8, 2019, and preceded on May 6 by The Costume Institute Benefit), explores the origins of camp’s exuberant aesthetic and how the sensibility evolved from a place of marginality to become an important influence on mainstream culture. Susan Sontag’s 1964 essay “Notes on ‘Camp’” provides the framework for the exhibition, which examines how fashion designers have used their métier as a vehicle to engage with camp in a myriad of compelling, humorous, and sometimes incongruous ways. <>

Rachel Brosnahan in Erdem and Josephine Skriver in Jonathan Simkhai.

Alexa Chung  in AlexaChung  and Alicia Vikander in Louis Vuitton.

Proenza Schouler and Lily Aldridge in Richard Quinn.

Ashley Graham in Gucci and Liu Wen.

Susan Sontag’s 1964 essay, which defines camp as “love of the unnatural: of artifice and exaggeration.” Think: over-the-top shapes, theatrical accessories and anything wonderfully eccentric.

Dua Lipa in Versace and Hamish Bowles in Masion Margella Artisanal.

Lupita Nyong’o in Versace and Idris Elba in Versace.

Regina Hall in Dapper Dan, Sienna Miller in Paco Rabanne & Stella Maxwell in Moschino.

Ru Paul and  Solange in Salvatore Ferragamo.

Wendi Deng Murdoch in Mary Katrantzou & Sofia Sanchez de batak  in Mango.

All Above Images from

The Exhibition

“Camp: Notes on Fashion” exhibit is an exploration of how over-the-top fashion has been used as both a form of expression and escapism throughout history.

The exhibition features approximately 250 objects, including womenswear and menswear, as well as sculptures, paintings, and drawings dating from the 17th century to the present. The show’s opening section positions Versailles as a “camp Eden” and address the concept of se camper—“to posture boldly”—in the royal courts of Louis XIV and Louis XV.  It then focuses on the figure of the dandy as a “camp ideal” and traces camp’s origins to the queer subcultures of Europe and America in the late 19th and early 20th centuries.  In her essay, Sontag defined camp as an aesthetic and outlined its primary characteristics. The second section of the exhibition is devoted to how these elements—which include irony, humour, parody, pastiche, artifice, theatricality, and exaggeration—are expressed in fashion.<>


Image: Ensemble, Bertrand Guyon (French, born 1965) and headpiece by Stephen Jones (British, born 1957) for House of Schiaparelli (French, founded 1927), fall/winter 2018–19 haute couture; Courtesy of Schiaparelli. Image courtesy of The Metropolitan Museum of Art, Photo © Johnny Dufort, 2019

The largest section of the exhibition is devoted to how elements discussed in Sontag’s essay including irony, humor, parody, pastiche, artifice, theatricality, and exaggeration are expressed in fashion.


Colour of the month – Cinnamon

‘Cinnamon’ –  Combine with blue and mint green as a popping contrast or stick to other earthy, warm tone with oranges and browns.

Look out for the blog post tomorrow a continuation; looking at the new sought after colour with all things ‘Khaki’.

In the mean time… Sugar and Spice and all things nice.





Summer Stripes


Fun Inspiration…

Nothing transcends seasons – or decades – more seamlessly than stripes.          

Screen Shot 2019-04-07 at 14.52.35

Screen printing squeegees made using skateboard decks by @iris_skateboards     

Screen Shot 2019-04-07 at 15.01.48       Franklin’s Footpath by artist Gene Davis 1972

Stripes in fashion…

Preen line resort 2019

Olivia Rubin                                  Claudie Pierlot

samsoe and samsoe

Samsoe Samsoe

Femenine stripes adding a fun pop of colour to these dresses from ‘brand of the moment’ Rixo.


Coachella Fashion

The start of the festival season and it’s just as much about the fashion as it is the music. See below all the hottest trends from festival goers and celebrities a like.

Instagram @GigiHadid.

Model Gigi Hadid layered a pink-and-orange tie-dyed Ganni vest over an all-white ensemble. Tie Dye was a bit hit right across the festival  – the brighter the better.

photo @joshtelles

Instagram @coachella Fuego @badbunnypr photo @jbabsel

Jasmine tookes: Instagram/@jastookes          Vanessa Hudgens: JORDAN STEAD / Amazon

Jasmine Tookes attended Nasty Gal’s Coachella party wearing a two-piece animal-print set from the brand. Vanessa Hudgens is known for being the queen of Coachella style, a fringed patchwork-esque maxidress by Camilla.

electric lady @janellemonae photo @poonehghana

Monochrome graphic bodysuits from electric lady @janellemonae photo @poonehghana

Bold Burberry Plaid and colourful monogram Louis Vuitton prints on stage.

Instagram @coachella Christian Vierig/Getty Images                              coachella photo @jnsilva


Instagram @calvinklein

The art of Coachella… bright bold colours lighting up the festival sky. A feast for the eyes.

A Designer’s day out

In these difficult times it is important to get out and seek out inspiration; so here are some of our favourite finds from London’s Chelsea Harbour Design Week.

Chelsea 1

 Traditional, Tribal, Textural

GP & J Baker – ‘Modern Country Collection’.  A warming, eclectic mix of fabrics.

A contemporary twist…. on design and colour.

Hermes Paris Walllpaper                                          Jim Thompson ‘Shangri-la Collection’

Zoffany – ‘Rhombi Wallcoverings’.   A sophisticated blend of Contemporary and Timeless designs that would enhance any interior environment.

 Abstract & Expressive

Pierre Frey Fabrics

Timorous Beasties

Timorous Beasties

Different takes on ‘The Tropics


Harlequin Fabrics – Mala.

Romo Fabrics – Japura Collection