The Black Is Beautiful Movement
by Stephan Salvant
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For hundreds of years, the image of the “Negro” was methodically tarnished. Anti-back stereotypes and “Black Americana” imagery were weaved into the fabric of American society. Minstrel shows, racist cartoons, games and toys, radio shows, songs, the list goes on. Our Black heroes and heroines understood the importance of having our own identity and chose a word that for many decades Black people despised being called. It became our own and they fought for a cultural revolution as much as they fought for the political revolution.
By 1969, we were no longer Negro’s, we became Black, and we were told we were beautiful. The Black Is Beautiful movement was led by a photographer and a group of artists who used their abilities to combat this negative imagery and change the perception of Black people first for the community then the world.
Kwame Brathwaite and his brother Elombe Brath, founded the African Jazz-Art Society(AJAS) in 1956 in Harlem, New York. In Kwame's book, Black Is Beautiful, he explains seeing the images of Emmit Till in 1955 as a turning point in his life, and a catalyst to him becoming an artist-activist with the medium of photography. AJAS, which later became AJASS(Studio), was a collective of Black artists and the all-natural Grandassa models, who loved jazz, and Pan-African teachings.
By 1969, we were no longer Negro’s, we became Black, and we were told we were beautiful. The Black Is Beautiful movement was led by a photographer and a group of artists who used their abilities to combat this negative imagery and change the perception of Black people first for the community then the world.
Kwame Brathwaite and his brother Elombe Brath, founded the African Jazz-Art Society(AJAS) in 1956 in Harlem, New York. In Kwame's book, Black Is Beautiful, he explains seeing the images of Emmit Till in 1955 as a turning point in his life, and a catalyst to him becoming an artist-activist with the medium of photography. AJAS, which later became AJASS(Studio), was a collective of Black artists and the all-natural Grandassa models, who loved jazz, and Pan-African teachings.
FOUNDING MEMBERS OF AJASS, CA 1961. KWAME BRATHWAITE ARCHIVE
What began as a social club for Garveyites with intentions of bringing jazz shows back to Harlem and The Bronx(which they did), led to a movement that spread unity and empowerment within the Black community and around the globe. Kwame’s objective was to inspire thought, relay ideas, and tell stories of the Black struggle, Black work, and Black liberation during a time where people were Black people were protesting injustices. Black is beautiful, Think Black, and Buy Black were their ethos.
BUY BLACK. KWAME BRATHWAITE ARCHIVE
With AJASS' efforts, the Black Is Beautiful movement exploded. In Harlem, the group had a studio for the creatives within their community, and for several decades hosted all-natural fashion shows showcasing the beauty of Black women. Their influence went as far as South Africa, Namibia, and Kwame went on to photograph and befriend the likes of Stevie Wonder, Muhammad Ali, Nelson Mandela, Miles Davis, and the Jackson 5 to name a few.
GRANDASSA MODELS. NATURALLY 68. KWAME BRATHWAITE ARCHIVE
Today, the Black community is still facing injustices due to systematic racism. At Black Is Beautiful Apparel, we aim to continue the original Black Is Beautiful Movement's legacy by promoting the same ideas that have elevated our community over the last 70 years. Join our revival of the movement, and let your voice be heard through our artist-activist medium of empowering T's.
