by Rachel Ogbu
Today Y! Africa will be present at Selfridges Oxford Circus, London UK for a fashion and music collaboration between African music export Davido, and LVMH Award finalist Orange Culture (LFDW Young Designer alumni) as part of the Selfridges new season “Music Matters at Selfridges” campaign.
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 just in time for Heineken Lagos Fashion and Design Week, they decided it was time to birth “Music X Fashion” with support from the Nigerian Export Promotion Council (NEPC). Today, the collaboration will see the debut of Orange Culture capsule collection. 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.”
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.
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 afrobeat 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 its 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 favourite 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.