Lekia Lée, Founder of Project Embrace
Lekia Lée is the founder of Project Embrace – an initiative that challenges the narrow beauty standards and the lack of and mis-representation of Afro hair, and by extension black beauty in the media through its #AfroVisibility billboard campaigns and more.
The #AfroVisibility campaign was launched in 2017, starting with 2 billboards in London and growing to a few hundreds all around the country – meriting nominations for Diversity in Media Awards Best Marketing Campaign in 2017, the World Afro Day Social Impact Award in 2018, and in 2019 Precious Lifestyle Award for Innovation and the Glam Africa Magazine Recognition Award.
Created in 2010, Project Embrace was inspired by her then 5 year old daughter for whom she aimed to change the narrative around African features and Africanness in general and encourage a more positive language for girls of African descent to associate with their identity and looks.
Lekia gives us a glimpse into the mindset that motivates her approach to life and work below.
I am... enough
I revel in... learning - discovering new things. I also revel in the company of my family. I love spending time with them.
My work enables me to... create positivity
I nurture my state of mind and way of being by... remembering to be grateful and remembering all the reasons I have to smile. Knowing that happiness is a choice and everyday making the decision to choose to be happy. I do allow myself to cry and get angry at times but I always remember to go back to happiness, and the more I deliberately choose happiness, the easier and quicker it comes to me.
Self expression is...: being comfortable in where you are in your journey and owning it. Not being held back or held down by other people's judgement.
Creativity is...: fearless self-expression
I aspire to...: change perception (narrative) around Africanness.
I am grateful for...: life and intellect
An affirmation...: There is always a way. You are capable of greatness. You are unlimited. I can, I can, I can!
