DEEDS MAGAZINE: Tell us about “The Brutalist Vision,” and what inspired it?
PELUMI OYEWO: The Brutalist’s Vision is a deeply personal exploration of my thoughts, imaginations, and addictions at this point in my creative journey. Lately, I’ve been heavily influenced by Eastern European architecture its stark lines, imposing presence, and the raw beauty of concrete and metal. There’s something otherworldly about it, something unpolished yet intentional. It made me think about the symbolism of black how it represents nothingness yet carries a kind of purity. I became fascinated with how people react to it, how it absorbs everything yet stands apart. This project is a reflection of those thoughts, a way for me to materialize them into something tangible.
DEEDS MAGAZINE: How did you get started? Also, what is your creative process like?
PELUMI OYEWO: The project took time, from planning to execution. I wanted it to feel personal, so I changed aspects of my daily life to fully immerse myself in its essence. I started wearing only black clothes with silver jewelry, changed my music selection, and watched Dune repeatedly to tap into a certain mood and aesthetic. Then came image research, I went through countless references to refine my vision. Every collaborator, from the photographer to the model and stylist, was carefully chosen to align with this world I was building. I don’t just create for the sake of creating; I need to feel and live through it first.
DEEDS MAGAZINE: Do you have any favorite projects, and what makes them special to you?
PELUMI OYEWO: This one, definitely. The Brutalist’s Vision stands out because of the clarity and self-awareness I gained during the process. It wasn’t just about aesthetics; it was about understanding myself more deeply. Every element, every decision was intentional, and that makes it different from anything I’ve done before.
DEEDS MAGAZINE: Do you have any upcoming projects you would want to share with us?
PELUMI OYEWO: Yes, The Brutalist’s Vision is actually meant to be a lifelong series, evolving with me as a creative. The next in the sequence will be The Brutalist’s Vision 3, followed by 4, and so on. I’ve already mapped out the first five in the series. The Brutalist’s Vision 2 will be a self-portrait, which I’ve reserved as my final statement, my last bow. Along the way, I’ll be experimenting with performance art, social experiments, and other projects beyond just photography. Outside of this, I’ve got a few gigs lined up, but my focus remains on expanding The Brutalist’s Vision into something bigger than just a single project.
Stylist and creative director Pelumi Oyewo (@pelumiioyewo) presents a striking visual narrative inspired by Eastern European Brutalist architecture—where raw concrete forms, stark lines, and an almost inhuman beauty take center stage.
Blending these elements with the refined yet alien aesthetic of Dune, the shoot transforms fashion into sculptural armor—rigid yet fluid, powerful yet desolate. Muted tones of gray, sand, and metal set the stage for a world where fashion and architecture merge, and elegance transcends the human experience.
Pelumi Oyewo continues to push creative boundaries, crafting visual stories where fashion becomes both structure and statement.
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Credits:
Muse: Real Moses (@reallmoses)
Photographer: Tosin Babarinde (@artistrypixels)
Hairstylist: HairbyKold (@hairbykold)
Makeup Artist: Oriyomi (@brushed_by_x)
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