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.
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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
