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Heineken Unveils Collection And “About That Curvy Life” Collection At LFDW

Heineken Unveils Collection  And “About That Curvy Life” Collection At LFDW

Last week was all about the craze and glamour of the Heineken Lagos Fashion and Design Week. The event was a sensational one, with so many models showcasing several designs seeped in deep cultural heritage.  It was a glorious event to behold really.

 

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Heneiken was not just getting shunted to just the branding and the chequebook of the LFDW ass they themselves were fully involved as they unveiled the first full-fledged African Fashion Collection in collaboration with Lulu Mutuli and Azra Walji. The collection launched on the runway of the closing show. The design which is a blend o the two designers’ concept is the first of many to come designs that the brand will roll out across the whole world with Asia as the next designated site.

The enterprise is the next stage in Heineken’s ‘Open Design Explorations’, a global co-creation programme which aims to link up and coming creatives and give them a platform to showcase their talent.

They will go on to spend a week in Amsterdam developing their designs at top Dutch Fashion House, LEW. Furthermore, Mutulo and Walji will also get the perk of going on a year-long programme of coaching from the designers, known for eye-catching print design and innovative corporate fashion. The designs will be produced at scale across Africa to be worn by Heineken ambassadors throughout Nigeria, East Africa and beyond.

 

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Lulu Mutuli, 24, whose work gives traditional African apparel a futuristic edge, has worked in top fashion houses in New York including RHIE and OMONDI. She said, “My designs took inspiration from the role African fashion has played in the culture of my country. Combining this rich heritage with the progressive character of the Heineken brand was a challenge I couldn’t resist. I used the bold Heineken colour palette, but I added a grey tone and used technical orientated patterns for a modern twist. The asymmetric shapes you can see were a way of incorporating practical elements whilst creating striking and stylish silhouettes.”

Azra Walji, 27, is known for her feminine shapes and African inspired elegance, reflected in her winning designs with Heineken. She said, “I am so grateful to Heineken. Sharing my work at Lagos Fashion at Design Week is a career-defining opportunity. I really enjoyed playing with the bold red and green colours – they are so iconic to the brand but also synonymous with the vibrancy of Africa. My designs are inspired by traditional African apparel but with a twist – I love the modern femininity of the trousers and short dresses.”

 

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Mark van Iterson, Director Global Heineken Design said:

“Identifying and empowering talent remains a critical part of our global agenda. We are constantly seeking new co- creation opportunities, to connect with young emerging designers and give them a global stage to showcase their talent, so we are delighted that this initiative has put a spotlight on such talent. Nigeria is a growing hub for creativity and commerce and Lagos Fashion and Design Week is helping to influence and define the global fashion landscape. Heineken® in Nigeria was one of the first global brands to invest in this vibrant event, seeing the opportunity to support new industry talent with real experience and a global stage. We look forward to extending the programme to other key markets next year.”

Latasha Ngwube’s About That Curvy Life Collective reemphasises fashion inclusivity at #LFDW2017

In other news, the message that all body sizes are beautiful has been reemphasised from time to time. This year saw the emergence of plus size models rocking plus size apparels on the runway

Latasha Ngwube’s About That Curvy Life Collective once again emphasised on the globally relevant message at the just concluded Heineken Lagos Fashion and Design Week, and this time the messaged was passed across that it got the attention of Essence Africa.

At the 2016 edition of Africa’s largest gathering of fashion stakeholders and enthusiasts, About That Curvy Life Collective made its debut appearance before an audience who were mostly witnessing the campaign for body positivity and inclusion firsthand, for the first time.

Latasha Ngwube had handpicked a select group of designers who would showcase collections that were exclusively tailored for plus size people. Although more than a few people could hardly connect to it at the time, it gained more grounds in this 2017 edition, especially with the inclusion of celebrity OAP, Toolz who walked in a piece by designer, Osuare.

Also in October, Latasha Ngwube boldly championed the cause on Ghana’s runway at the Glitz Fashion Week in Accra. With three designers, eye-catching pieces and plus size models that included famous Ghanaian personalities, Lydia Forson and AJ Sarpong, the About That Curvy Life collection dominated fashion inclusion conversations across the continent.

 

Nori Clothings

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Osuare Clothings

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About The Author

Deji Okufi

Whenever Deji Okufi is not spending all his time scouting for new models or researching the modelling and fashion industry, he's researching ways he can deliver better content for his readers. In an attempt to control his obsession for perfectionism he also studies Digital Marketing.

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