Lagos: Spotify, a global audio streaming platform, has partnered with Severe Nature, a renowned Nigerian fashion brand, to bring the vibrant essence of the Afrobeats genre into the fashion world. This collaboration has resulted in a new and innovative venture named ‘Afrobeats Culture in Motion’.
According to News Agency of Nigeria, Phiona Okumu, Head of Music for Sub-Saharan Africa at Spotify, highlighted this collaboration as a significant step in amplifying the rich culture that surrounds music. She emphasized that Lagos has become a pivotal center where sound and style are inseparably intertwined. The fashion showcase, which took place at Spotify’s Greasy Tunes Cafe, featured capsule collections from four talented Nigerian designers: M³ye Africa, I.N Official, KADIJU, and Pi¨ce Et Patch. This event aimed to create a tangible expression of the Afrobeats culture through fashion.
Okumu explained that this initiative not only celebrates the creativity of Africa but also responds to the rhythm and communal spirit that defines the Afrobeats movement. She stressed Spotify’s commitment to supporting Africa’s creative ecosystem by moving beyond just music to embrace the culture that surrounds it. The collaboration with Severe Nature exemplifies Spotify’s dedication to providing platforms for artists and creators, reinforcing the cultural significance of Afrobeats as more than just a music genre.
Christopher Afolabi, Art Director at Severe Nature, shared that the partnership with Spotify was essential in furthering the global reach of the Afrobeats movement. Afolabi stated that the goal was to create a physical and wearable dimension of the Afrobeats world, echoing the innovative spirit that Spotify has championed. He described the showcase as an event where garments were not merely inspired by music but embodied the music itself through their texture and connection to heritage.
Afolabi detailed the unique contributions of each designer. M³ye Africa’s collection drew from cultural memory, transforming ancient Yoruba storytelling into modern wearable art using hand-dyed adire and repurposed vintage Aso Oke. I.N Official showcased tech-inspired tailoring, merging architectural shapes with technical fabrics, reflecting founder Ifeanyi Nwune’s multidisciplinary work with global music icons. KADIJU presented a bold take on sustainable fashion with sculptural ruffles and voluminous layers, adhering to a zero-waste methodology. Finally, Pi¨ce Et Patch delivered avant-garde silhouettes made from deconstructed denim and upcycled materials, treating fabric as an evolving archive.
The ‘Afrobeats Culture in Motion’ showcase transcended a traditional fashion show, making a profound statement on cultural ownership and the future of creative collaboration.