Case study 25
Winston Leather
2025 · 27 to 31 August 2025, The Corner Boutique, Chelsea
Context
Winston Leather supplied hides to European houses for three decades without appearing anywhere on the label. I built the strategy, press and promotion around its first London pop-up, positioning it as an African luxury house rather than a supplier.
My role
Brand strategy · PR and press · Promotion · Narrative
- Positioning for the London market: Winston as a luxury house with heritage, not a heritage supplier waiting to be discovered.
- The narrative spine, built on Kano's centuries-old tanning tradition and the gap between where luxury is made and where prestige is claimed.
- Press and media relations across the five-day pop-up at The Corner Boutique, Chelsea.
- Promotion around the launch of Amagu, the house's exclusive luxury line.
- The long-form feature, From Kano to Chelsea, published in The Southern African Times.
Impact
- 5 days
- Chelsea pop-up, 27 to 31 August 2025
- 30+ yrs
- Supplying European luxury houses unnamed
- Amagu
- Luxury line launched at the showcase
A first London retail moment delivered with its own story attached, and national editorial coverage that framed Winston as an author of luxury rather than a link in someone else's supply chain.
Read: From Kano to Chelsea
