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.
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.
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.”
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.”