Heineken And Fashion: A Match Made On The Runway

Formerly known as Lagos Fashion and Design Week and now widely called Lagos Fashion Week, what was set to become one of the premier stops on the continent’s fashion calendar could not conveniently boast of bringing the top fashion industry players and stakeholders across Nigeria under one roof. However, when Heineken came on board four years ago, things took a different creative turn as Heineken aligned itself with the vision of Omoyemi Akerele, founder of Lagos Fashion Week.

Four years after Lagos Fashion Week was first established, Heineken came on board and things took a different creative turn as Heineken aligned itself with the vision of Omoyemi Akerele, founder of Lagos Fashion Week.

The Heineken Senior Brand Manager who represented Emmanuel Oriakhi, Marketing Director, Nigerian Breweries Plc, said at the press cocktail ahead of this yearȍs Heineken Lagos Fashion Week that:

“Heineken is the most international premium beer in the world, with its presence in 192 countries around the world. This internationality is reflected in all we do, from sponsoring the most prestigious club football competition in the world–The UEFA Champions League, to Formula 1, music, rugby and of course here in Nigeria, fashion.

“For four years now, Heineken has thrown its weight behind the Lagos Fashion Week as title sponsor. This is because as a brand, Heineken is keenly interested in the development of the Nigerian fashion industry first, because the brand embraces and celebrates the world’s diversity, and second, because the fashion industry is a typical example of an industry that constantly innovates in order to rise to the changing consumer demands.”

Heineken as a brand understands the need for promoting creativity and what better way to do this than to become the major sponsor of Lagos Fashion Week which is the most prestigious fashion event in this part of the world.

This year’s Lagos Fashion Week held between October 24th and 27th in the fashion capital of Africa – Lagos, Nigeria, as fashion lovers and enthusiasts converged at Fidelity Ground, Prince Alaba Oniru, Victoria Island, Lagos, from various parts of the world to experience the Heineken-sponsored event.

With this year’s event themed “AFRICA: Shaping Fashion’s Future”, the 4-day event provided a platform for promoting African fashion excellence with a focus on the key players shaping the future of the industry.

Thanks to Heineken, attendees were treated to gratifying experiences that included remarkable performances by a classical pianist, a ballerina amongst other attractions.