Corporates turn to fashion industry in branding race
Fashion designer Ogake Mosomi (right) and a model she dressed take a bow after showcasing some of her designs at the relaunch of Lux beauty soap at Villa Rosa Kempinski in Nairobi. Designer Wambui Kibue (left) and a model at the Lux event. PHOTOS | CHARLES KAMAU
What you need to know:
Working with fashion, corporate Kenya is looking for a win-win situation for both parties.
A month ago, Ogake Mosomi was busy designing and actualising a five-piece collection for Unilever’s Lux soap market relaunch.
With fellow fashion designer Wambui Kibue of Angelsmile, the two were picked to come up with designs which resonated with the new glamorous brand’s position, and put them on the runway at the Villa Rosa Kempinski.
“It was exciting actualising a collection that I had been thinking about for a while. The difference between this launch and the ones I did before is that our aesthetics matched. I was creating something that I was really excited about. It was about unapologetic beauty and prettiness and all things woman. It was also great meeting fellow designer Wambui and working with Unilever was a good experience for me,” she says.
Before the Lux assignment, Ms Mosomi had been involved in launches with Samsung and Huawei.
It seems like corporate Kenya is looking to associate itself more with the fashion industry after enduring a rocky “marriage” where the corporate world has been accused of not supporting the industry as much as it should.
However, looking at the current trend, could the fashion industry have been wrong? Are corporate Kenya’s expectations misunderstood?
When Festival for Fashion and Arts (FAFA) started in 2008, Safaricom was there. A few years later, the likes of Jameson and Commercial Bank of Africa joined their sponsorship rooster and took up prominent space.
Sarova Group of Hotels has sponsored the Association of Fashion Designers Kenya (AFAD) as well as FAFA. Recently, looking to grow its East and Central Africa presence, Martini endorsed Diana Opoti’s 100 Days of African Fashion campaign and Mille Colliens’ new menswear line.
Attention
“This is the second Martini sponsored event by Mille Colliens and it was a successful partnership. It was appreciated by the social media. We were pleasantly surprised by Kenya’s social media scene. I was also surprised at how much knowledge they had about Martini,” said George Cozac, the Bacardi/Martini area manager, eastern Africa, speaking at the launch of their association with Opoti’s campaign.
He adds that Africa is a vibrant place and that global attention has shifted to the continent.
“It is full of resources, energy and up-and-coming artistes. Who would not want to be associated with that?”
Ms Mosomi and Ms Kibue were chosen for their celebration of feminine beauty.
“Lux has never actively pulled out of an African market, but it is fair to say the brand has yet to realise its true potential within the region. Now is the time to change that with this product re-launch and sensual new campaign using African talent,” says Maureen Kayi, category manager skin care, Unilever.
She adds that artistes know how to trigger powerful emotional responses and that Lux had appointed the designers to evoke the feelings that Lux products can trigger. Each of the five pieces to match the product’s five fragrances, were meant to bring to life the mood evoked by that particular product.
“My ultimate dream is to get exclusively into bridal wear and to make really extravagantly beautiful gowns which are 100 per cent made in Kenya,” says Ms Mosomo.
She says Lux’s new brand image matches hers as it is fresh, vibrant, glamorous and about beauty. This association, she says, shows that they are both in the business of making people look and feel gorgeous.
Working with fashion, corporate Kenya is looking for a win-win situation for both parties.
“What we appreciate the most about associating with Diana is that we are not using a global icon to get our brands recognised or build awareness but local talent. The fact that she is trying to empower upcoming fashion designers – people who did not have a chance to get their products known across Africa – is fantastic,” said Mr Cozac.
“Martini has been around for 150 years. How do you keep reinventing yourself for 150 years? You can only grow by planting the seeds in the right places and people and we feel that the Mille Collies and Diana are such great ideas.
“To be able to be part of that, to power the African artistes and give them a platform for global recognition is great,” said Mr Cozac.
