Created by Lekia Lée, Project Embrace was initially invoked to inspire black women, to fully embrace their unique hair texture. Subsequently, it has become a call to celebrate all unique qualities that might be considered; too other, or frankly not considered at all, by the mainstream media. The project's main goal was to encourage black women to love themselves and be proud of who they are, amidst their daily personal milieu, where they are either not visible, celebrated or both. The selected faces for the campaign would not be professional models, but be comprised of everyday people to emphasise the point, that it is the non-celebrity black women that are the most underrepresented group in the western world. All contestants for the faces of 2018 would have to enter via an open audition, where they would face a panel of 5 judges (Lekia Lée - Progject Embrace Founder, Diana Dahlia - Diana Dahlia PR, Philip Raheem - celebrity photographer, Judi Love - comedian and Anastacia Chikezie Purely Natural Hair Salon owner and ambassador for Cantu) who would collectively listen to their story and of course profile their hair. Only 6 women could be chosen out of the many and where as last year's winners were featured on just one billboard, this time around the exposure has multiplied to 72 highly visible spaces. 

The long term vision for Project Embrace is to continue showcasing women of colour, with an inclusion of the other - worldwide. There is also a desire to bring certain brands on board, brands that wouldn't normally consider using such faces/hair in their mainstream outlets and truly start to expose a movement beyond the natural hair circles. Until now, the conversations and conversions to natural hair have been insular, only talked amongst those who are involved. But Project Embrace seeks to include those who are not aware of the issues surrounding black hair and enlighten all institutions in order to change climates in the business world and the social one. If you are interested in finding out more about the campaign checkout www.projectembrace.co.uk​ 

Winners
Top L-R: Kizzy Watson, Be Manzini and Bo Ebuehi   
Bottom L-R: Leanna Newman, Curmiah Lisette and Ama Nkrumah