Western Market Positioning, Creative Direction & Fashion Alignment
ASAKE
We shaped Asake’s creative direction and brand strategy ahead of his 2022 London debut. By aligning him with culturally credible fashion partners and leading visual direction across his albums and tours, we established his distinct footprint in the Western lifestyle market.
Creative direction & positioning
Developed overarching creative direction and Western market positioning
Led style direction for his first London shows
Fashion & brand alignment
Aligned branding with key fashion brands
Key moment: Martine Rose custom design for the Grammys 2023
Assisted with creative styling for the Lungu Boy world tour
Creatively produced the Lungu Boy album cover and marketing rollout
Creative support for editorial around the GQ Global Creative Award (2024)
Tour, album & editorial creative
Western Fashion Positioning & UK Cultural Moments
AYRA STarr
We spearheaded Ayra Starr’s Western expansion by bridging the gap between luxury fashion and fan culture. Through a multi-season Paris Fashion Week strategy, we secured high-impact placements that cemented her luxury credibility. Simultaneously, we produced high-energy, partner-led activations in London to deepen her community connection. From strategy to production, we delivered a 360° blueprint for her global brand presence.
Off-White
Coperni
Balenciaga
Casablanca
Di Petsa (runway walk)
Fashion Week
fan activation
Partnered with Soho House 180 Strand
Curated and creatively produced an In Conversation with Ayra Starr hosted by Julie Adenuga
Secured additional brand partnerships as part of the activation
Pitched and secured ASOS as the collaboration partner
Creatively produced Ayra’s first London fan activation
UK cultural positioning
We led the global market entry for MAYZ, a contemporary Stockholm/LA womenswear label, serving as the strategic lead for its brand positioning and marketing oversight. Our 360° launch execution centred on Stockholm Fashion Week, where we produced the debut runway show and afterparty. Beyond the events, we orchestrated the brand’s industry footprint, appointing PR counsel and managing a dedicated showroom to secure vital access for international press and buyers.
Brand Launch, Positioning & Go-To-Market
MAYZ
Produced the runway show
Creatively produced the afterparty
Commissioned the communications agency
Secured top-tier coverage including: Vogue Business, ELLE Sweden, WWD, Pause
Stockholm Fashion Week launch
Brand strategy & positioning
Comprehensive brand strategy and positioning direction
Marketing oversight across launch planning and delivery
Showroom & industry access
Coordinated and managed the showroom for buyers and press
We were commissioned by Aethos to lead the London market entry for their global hotel and members’ club community. Our objective was to drive high-value memberships by embedding the brand into the city’s creative fabric and positioning the space as a primary hub for London’s cultural leaders. We delivered a multi-layered strategy that prioritized 'community over hospitality,' executing a curated series of member-facing activations and high-concept events designed to foster genuine connection. From securing credible talent and managing elite guest curation to the end-to-end creative production of the launch calendar, we established Aethos as a vital new destination within London’s cultural ecosystem.
Membership Growth Through Cultural Programming
aethos london
Cultural alignment for the London launch
Programming approach designed to attract cultural leaders and potential members
Strategy & positioning
Event curation & production
Curated and produced a run of events to introduce Aethos to London’s culture ecosystem
Designed formats that created genuine connection and community
Agency role
Secured talent and collaborations
Curated guestlisting
Creatively produced events end-to-end