Music and fashion has progressively become intertwined in the Western world as a result of the likes of Kanye West, Rihanna and A$ap Rocky. With deals between such acts and fashion houses like Louis Vuitton and APC as well as sports brands like Adidas and Puma, the creative energy of artists has been projected into some of the garments we make a part of our lives. In the Nigerian scene, collaborations between fashion brands and artists are hard to come by. Ahead of the last year they were considerably unheard of however, with collaborations like Culture Custodian and DMW’s as well as Bearded Genius’ and 30 Billion Gang’s the waters have been tread and it looks like we shall continue to see more of such partnerships. The latest of such collaborations in the Nigerian scene is one between Davido and epicene brand, Orange Culture.
The collection which is set to be debuted on September 12th features pieces inspired by IF and sees Orange Culture and Style House Files, the agency behind Lagos Fashion and Design Week explore the fashion-music relationship with a move we identify as one of the first of its kind in the Nigerian scene.
The Davido x Orange Culture collection comes at a great time as Selfridges launches a new season of its “Music Matters at Selfridges” campaign which exists to reemphasize the importance of experiences in sound as a result of the large number of music venues that have closed down over the years.