Music has been a source of inspiration
for fashion’s changing trends for quite a while. Despite borrowing
influences from music, fashion has over the years, been perceived almost
as important as the music it sometimes draws reference from, therefore
creating subcultures and movements straight off the runway and into
stores globally.
This season at Style House Files, as
Heineken Lagos Fashion and Design Week approaches, we are delving deeper
into fashion and music collaborations with the birth of “Music X Fashion”.
With support from the Nigerian Export
Promotion Council (NEPC), on the 12th of September 2017 in London,
Selfridges in collaboration with Style House Files will debut a capsule
collection by one of Africa’s greatest music exports, Davido, and Orange
Culture, a LFDW Young Designer alumni and LVMH Award finalist, at its
High End Department Store as part of the Selfridges new season “Music
Matters at Selfridges” campaign.
Musicians have long been tastemakers of
style and fashion. Today, musicians are trailblazers, creating the
future of fashion at every turn, strengthening the bond between music
and fashion.
Music X Fashion explores the tribes that
collaborations between music and fashion can create, the expression of
creativity that’s constant and experimentation pioneered through icons
that straddle.
Speaking on the collaboration, Omoyemi
Akerele, Founder Style House Files (the conveners of Lagos Fashion and
Design Week), said “SHF as a platform’s strength relies on
collaboration as a tool for promoting the work of African designers.
Such relationships provide ongoing opportunities for designers within
Nigeria, the continent and beyond. ‘Music Matters at Selfridges’, our
second collaboration with Selfridges, is one of such collaborations,
connecting the dots of an indigenous expression of the fusion between
fashion and music to the global shopping audience at Selfridges”.
Known to explore inextricable cultural
intersections between fashion and music, Selfridges recently launched
the ‘Music Matters at Selfridges’ campaign. Building on this momentum,
Selfridges welcomes Davido and Orange Culture to its menswear floor for
an exclusive unveiling of the collection to its esteemed clients.
“We are thrilled to be working
alongside Davido and Orange Culture on this exciting project. Music is
the lifeblood of culture and its effect on fashion is vast, this was one
of the starting points of Music Matters at Selfridges. It’s so
wonderful to have a brand partner who shares a similar vision.” says Selfridges Menswear Buying Director, Bosse Myhr.
Davido is unarguably one
of the biggest artists on the African continent exporting his music to a
growing afrobeats loving audience. A stylist’s gentleman and a true
fashion icon, he embodies the new ways music and fashion collaborations
are experienced, creating a cultural moment marked by a distinct visual
fashion identity that emerges from an indigenous musical genre working
it’s way up to global relevance.
“My personal style is an expression
of who I am. Performing on stage or hanging out with my daughters, the
key pieces in my closet speak volumes – easy going wardrobe basics
always infused with an edge and that’s what this collection represents. I
really love connecting with my fans through music and to extend that to
fashion via this collaboration with Orange Culture is a great
opportunity. I am excited to present a collection that’s an extension of
my personal style to my fans and to share in this unique experience of
how they engage with the collection at one of my favorite shopping
destinations in the world.”
The capsule collection will feature
pieces inspired by Davido’s hit song, IF! with the focus to create easy,
ready-to-wear pieces that will be loved by fans of Selfridges, Davido
and of-course Orange Culture.
“I’ve always thought a beautiful
relationship between music and fashion exists, especially right now with
music artists creating powerful and recognizable identities for
themselves with the use of fashion. So once we were given the
opportunity to work with such a talented artist like Davido, who is
constantly pushing creative barriers to set the tone for Africans
globally, we were excited and eager” – states Adebayo Oke-Lawal, who recently showed at London Fashion Week to press and buyers with glowing reviews.
Davido x Orange Culture will debut in Selfridges, London on the 12th of September 2017.
For daily updates on the collaboration, follow @StyleHouseFiles and @LFDW_NG on instagram.
For press enquiries, email press@lagosfashionanddesignweek.com
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