So when I got this news yesterday, I was a bit surprised and a bit … worried? Is that the word?
For the past 4 years, Lagos Fashion and Design Week has had two major headline sponsors, GT Bank and MTN. GT Bank has been the major one, having sponsored the biggest fashion show outta the country a total of 3 times. Last night however, I got an email that told me that things have changed.
The new headline sponsor of Lagos Fashion and Design Week is ……. Heineken. Yes, Heineken the beer.
Heineken is a very good beer (I know this because I drink it lool) but I could never imagine Heineken and LFDW coming together. It’s just a tad bit … strange.
“Heineken is passionate about design, it’s in its DNA and since the introduction of the first green beer bottle, it has been creating innovative designs for a variety of social environments. Heineken affirms its commitment to young designers and consumer-‐inspired innovation through its global Open Design Exploration programme. Positioned in the Heineken LFDW Lounge, this pioneering and experimental space is a must-‐see in this year’s LFDW schedule,” remarked Senior Brand Manager of Heineken, Mrs. Ngozi Nkwoji
Heineken has some experience with sponsoring design and supporting creatives. The Open Design Exploration programme is actually a series of events that are focused on featuring innovative designs with a key interest in ‘nightlife design’. You can see the Heineken Pop Up Lounge pictures that happened in London, HERE for a feel of what they have done in the past.
Am I okay with Heineken being the new headline sponsor for Lagos Fashion and Design Week? I’m not sure yet. It’s going to take some time to get used to the fact that a beer company will be sponsoring the biggest fashion platform in the country.
On to other things …
If you are an emerging designer, you better apply for Lagos Fashion and Design Week Fashion Focus. It is a collab between LFDW and British Council and it is also supported by Fashion School Istituto Marangoni and Grey Velvet Nigeria. It is a year long initiative that will see LFDW support the professional development of emerging fashion talent in Nigeria. Fashion Focus will scout for, support and develop emerging creative talent that can stimulate the growth of Nigeria’s fashion
industry. This is in sync with British Council’s ongoing work to develop innovative, high-‐quality events and collaborations that link artists and cultural institutions in Nigeria with their counterparts in the UK. LFDW Fashion Focus offers fashion designers opportunities to be participants at targeted workshops and networking sessions
between 2015 and 2016, as well as a chance to exhibit their collection at Heineken LFDW 2015.
For details on how to apply for LFDW Fashion Focus, please visit www.lagosfashionanddesignweek.com
Better go apply o! Don’t say we didn’t tell you!