YouTube Music and Westfield London are joining forces to champion the very best in Black British fashion and music.
The event will feature Walé Adeyemi X Tiana Major9, Tokyo James X Pa Salieu, Bad Society Club X Ms Banks, Benjart X George The Poet, and Soft X Käse X NSG & Unknown T on Thursday 17th December at 19.00 GMT.
Hosted by presenter and DJ Henrie Kwushue, the stream will showcase six Black British designers and their collections through runway shows, live performances from some of the UK’s most exciting artists, and behind the scenes interviews, giving insights into the inspiration behind each of the collections and what being a Black British designer in 2020 truly means. Every Friday – Sunday until 20th December, Westfield London will host pop-up shops for the designers, where people can shop the collections in person.
Presenting his new collection will be British-Nigerian designer Walé Adeyemi MBE: former New Era Creative Director, Head Designer at B-Side and all-round fashion powerhouse, whose designs have been worn by the likes of Beyoncé, Rihanna, David Beckham and Usher to name a few. R&B singer and widely hailed one to watch Tiana Major9 will showcase the collection in a live performance held at Westfield London.
Joining them will be Tokyo James, the menswear designer at the forefront of a new generation of talent challenging the visual perception of Africa within fashion, and rapper Pa Salieu who has been enjoying a meteoric rise this year, garnering rapturous critical acclaim for his recent mixtape ‘Send Them To Coventry’.
Showcasing cult luxury jumpsuit brand Bad Society Club will be Ms Banks, the Nicki Minaj approved rapper and one of the biggest rising stars in UK hip hop, while premium outerwear brand Benjart will be enlisting the help of polymathic spoken word performer, activist, and award-winning podcast producer George The Poet to model his collection.
Afrobeats six-piece NSG will also be taking to the stage alongside fellow east Londoner and rapper Unknown T, showcasing the latest collections for streetwear brands Sons Of The First Tribe and Käse.
The live stream will take place on GUAP TV, the YouTube channel for online youth broadcasters, GUAP. The fashion show is part of YouTube Music’s Legacy Series, a year-long calendar of events that celebrates Black culture and raises awareness around Black issues through music and art.
Sheniece Charway, Artist Relations Manager, YouTube says: “YouTube has an important role to play in not only helping people connect, but in propelling our creative economy forward. Fashion and music are the lifeblood of the UK and we are thrilled to be championing the best in Black British talent and providing a vital platform for creatives to collaborate with one another. The Legacy Series goes beyond just creating moments – it’s a continued celebration of Black excellence.”
Harita Shah, Director of Brand, Creative, Media, Comms and Events for Unibail-Rodamco-Westfield says “We’re delighted to be partnering with YouTube to hero the very best in Black British fashion and music. This partnership is a great example of our ongoing commitment to create diverse experiences that connect with our shoppers. We look forward to bringing the latest and greatest emerging talent from online to offline and into a physical space”.
The pop-up shops will be available at Westfield London on Level 1. Opening times will 12-8pm on Friday and Saturday and 12-6pm on Sunday every weekend until the 20th December.