London-based fashion label Labrum introduces the St. Giles Blackbirds collection for the Fall/Winter 2021 season. The collection comes with the intent to educate and honor West African heritage, telling stories of Sierra Leone. The brand's founder, Foday Dumbuya honed in on a black community that is made up of sailors, former slaves, and soldiers.
The narrative tells the audience that they settled in England during the late 1700s. The seasonal capsule is symbolic and shows the narrative of how black people were discarded as soon as they were deemed not useful. This shows their strong resilience and the tales of migration. The capsule also features upcycled materials and creates 80% of the seasonal accessories as well.
West African-Themed Fall Menswear
Labrum's St. Giles Blackbirds Capsule Nods Tells a Narrative
Trend Themes
1. West-african Heritage Fashion - There is an opportunity for innovative brands to showcase unique cultural heritages in fashion.
2. Sustainable Fashion with Upcycling - Sustainable and ethical sourcing of materials could be a unique selling point for fashion brands.
3. Narrative-driven Fashion Collections - Creating fashion collections that tell a story could provide an engaging consumer experience and a competitive edge.
Industry Implications
1. Fashion - Creating collections that honor cultural heritage and promote sustainability could disrupt the fashion industry and attract socially conscious consumers.
2. Ethnic Fashion - Incorporating cultural heritage could differentiate brands and disrupt the ethnic fashion industry.
3. Sustainable Fashion - Using upcycling and sustainable materials could disrupt the fast fashion industry and cater to environmentally conscious consumers.