Updated on: October 12, 2024 3:50 pm GMT
In a stunning blend of sports and fashion, LABRUM London made waves this week by hosting a unique runway show at Emirates Stadium during London Fashion Week. The event marked the first time a fashion show has taken place pitchside at a football stadium, offering a fresh perspective on the connection between football culture and high fashion.
Intersection of Football and Fashion
The LABRUM runway show was much more than just a display of clothing; it was a celebration of cultural diversity and community. This collaboration featuring LABRUM, Arsenal, and sportswear giant adidas brought together elements from both the football and fashion worlds.
- Innovative Venue: The show took place at Emirates Stadium, home of Arsenal FC, surrounded by the atmosphere that only a football venue can provide.
- Cultural Celebration: The designs in the collection honor the African diaspora, showcasing the historical and cultural ties between Arsenal and its supporters from diverse backgrounds.
The collection’s centerpiece was the 2024/25 away kit, reimagined as a tailored suit, seamlessly knitting together the identities of football and fashion. The use of Pan-African colors on adidas’s three stripes added another layer of meaning, symbolizing unity and heritage.
Star-Studded Lineup
The unveiling of the collection captivated fans and attendees alike, featuring prominent figures from both the football and cultural arenas. Grime artist Ghetts opened the show with a stirring spoken word performance, setting a fitting tone for the event.
Notable attendees and runway models included:
- Declan Rice: Midfielder for Arsenal, who straddled his dual identity as a player and a model.
- Clara Amfo: Renowned broadcaster and host, adding to the event’s cultural richness.
- Mawaan Rizwan: Comedian and actor, engaging a diverse audience.
- Amanda Reifer: Acclaimed singer, further spotlighting London’s vibrant arts scene.
Quotes from Leaders in the Fashion and Sports Community
The importance of this event was underscored by the comments of various key figures involved in the collaboration:
- Foday Dumbuya, Creative Director and Founder of LABRUM, expressed the ethos behind the designs, noting that they “embody the spirit of adventure, the strength of perseverance, and the enduring power of human connection.”
- Adam Gardiner, Marketing Director at Arsenal, highlighted the unique nature of the collaboration, stating, “This taps into our rich culture and heritage … to inspire a connection and a sense of belonging for our supporters around the world.”
- Chris Walsh, VP Brand at adidas, emphasized the brand’s commitment to innovative collaboration. He remarked, “The Spring Summer 2025 show celebrates the intersection between fashion and football culture.”
(h2>Style Meets Substance
The runway show did more than present fashion; it also served as a platform for storytelling, shedding light on the experiences of individuals and communities. By fusing traditional football culture with contemporary fashion, LABRUM is positioning itself as a brand that advocates for inclusion and diversity.
Audience Engagement
The event attracted a lively crowd, from fashion editors and influencers to passionate fans, creating a buzz that extended beyond the confines of the runway. This intersection of different industries not only appeals to football fans but also invites fashion enthusiasts, fostering broader engagement.
The feedback from attendees was overwhelmingly positive, with many praising the daring approach LABRUM took by elevating football kits into high fashion. This groundbreaking approach is expected to inspire other brands to explore similar cross-industry collaborations.
Conclusion: A New Era for Fashion Shows
Incorporating football into a fashion week event signifies a noteworthy shift in the fashion industry. LABRUM, along with partners Arsenal and adidas, has set a precedent by showing that sport and fashion can coexist harmoniously, influencing each other in innovative ways.
With the success of this runway show, fans of both worlds can look forward to more initiatives that celebrate the rich tapestry of cultural stories — all while embracing a sense of belonging that resonates across societies. This collaboration not only reimagines what fashion can be—distinctive yet inclusive—but also paves the way for future endeavors that continue to break boundaries, connect communities, and inspire creativity.
Fans who want to get a part of this amazing collection can check out Arsenal Direct for the LABRUM x Arsenal items and the new 2024/25 away kit. Fashion keeps changing, and it has a special way of telling the stories of the people who cheer for their teams with love and pride.