Heineken Presents Nigeria’s Fashion Industry in Different Light


*Buyers to Win Heineken Inspired Collection

Globally, the fashion industry is worth an astounding three trillion dollars and accounts for over two per cent of the global gross domestic product. This is an industry that has often been overlooked but has stood the test of time, created employment opportunities and generated revenue for both government and citizens. Although the fashion industry in Nigeria is still in its nascent stage, statistics show that the industry contributes about 0.48 per cent (N380 billion) to Nigeria’s GDP.

There are a lot of young talented Nigerians creating amazing and innovative fashion designs and products, brilliantly fusing commerce and fashion. While there are many unsung talents within this industry, there are still a lot of fashion entrepreneurs who are leading the way and making great impact in Africa’s fashion space, by exporting their fashion products/ideas to the world and bringing global recognition to the industry.

Last year on the fifth anniversary of the Lagos Fashion and Design Week (LFDW), Heineken came onboard as a sponsor for the four-day event to promote the best of Africa’s fashion. This year, Heineken is also the official sponsor of the Lagos Fashion and Design Week (LFDW) as the brand is working hand-in-hand with the organisers to grow the platform that has over the years accelerated the growth and development of the fashion industry.

The Heineken LFDW, which began on Wednesday, October 28 and will last till Saturday, October 29, will take over the city of Lagos as it presents fashion designers an opportunity to showcase their designs to buyers, media and fashion lovers within and outside Nigeria.

This year’s Heineken LFDW is themed ‘Connecting the Dots’ and is expected, as always, to showcase the works of famed fashion designers and upcoming designers from across Nigeria. There has been a continuous acceptance and boom in this industry over the past few years, so this year’s edition of the fashion week is another important milestone to grow the industry to relevance.

The Heineken LFDW has become an integral part of Africa’s fashion industry, making it a platform to not only showcase fashion designs but also an avenue to expose Nigeria’s booming fashion industry, export domestic fashion products and also educate, support, inspire and mentor young designers.

Heineken, a global brand, is sponsoring the event as part of its effort to promote Nigeria’s rich creative industry through fashion, boost fashion-related commerce and also push for the global recognition of Nigeria’s fashion industry that has produced a large number of designers with great local and international appeal.

As always, through this year’s event, Heineken is aiming at spotlighting the talents within the fashion industry, reaffirming Heineken’s continued support for Nigerian entrepreneurs and the creative industry. Meanwhile audience at the Heineken Lagos Fashion and Design Week 2016 can win any of the Heineken inspired pieces by Mai Atafo and Ejiro Amos Tafiri.

Samson Oloche, Portfolio Manager, International Premium Brands, Nigerian, said, “The Heineken Inspired designs by both Mai Atafo and Ejiro Amos Tafiri are a reaffirmation of Heineken’s position as an innovative brand and a firm supporter of local businesses. The designs will reflect Heineken’s exceptional qualities which have made it a notable leader around the world.” To stand a chance to win any of the Heineken inspired pieces by the designers, guests are expected to buy a Heineken six-pack can from the Heineken display bar at the Heineken Lagos Fashion and Design Week. The Heineken Lagos Fashion and Design Week is a 4-day event that is aimed at boosting the fashion industry in Nigeria and also promote fashion business by bringing together fashion enthusiasts, media and buyers together.