Case study 20
Africa Fashion Week London 2025
2025 · 2025, Africa Fashion Week London
Context
At Africa Fashion Week London 2025 I worked across two shows: David Wej, with Dr. King SMADE walking the runway, and Mary Martin London. I facilitated the booking, ran the press coverage and directed the content around both shows, so each collection travelled further than the room it was shown in.
My role
Talent booking · Press · Content · Publicity
- Facilitating the booking that put Dr. King SMADE on the David Wej runway.
- Press strategy and outreach around both shows, briefing media before the collections walked and following through afterwards.
- Content capture and direction across the day, from fittings and backstage through to the runway.
- Positioning the David Wej moment inside the wider conversation about African dandyism and menswear.
- Post-show rollout for Mary Martin London, turning the night into assets and coverage the label could keep using.
Want this outcome?
Cultural Audience Audit.
For brands and organisations entering communities where context decides the outcome.
The work
Impact
- 2
- Runway shows covered, David Wej and Mary Martin London
- 1
- Runway booking facilitated
Two shows documented properly and covered beyond the venue, with published coverage and content libraries both brands kept using after the lights went down.
Read the coverage
