Westfield London Partners with YouTube to Celebrate Black British Fashion & Music

Westfield London and YouTube Music are joining forces this December to celebrate the best of Black British fashion and music as the worlds of online and physical merge to create a unique experience taking place on screen and in a brand new concept store at Westfield London.

The streaming platform has announced a virtual live streamed event, hosted by presenter and DJ Henrie Kwushue, on Thursday 17th December at 19.00 GMT to showcase six Black British designers and their collections through runway shows shot at Westfield London and live performances from some of the UK’s most exciting artists. The livestream will also host behind the scenes interviews, giving insights into the inspiration behind each of the collections and what being a Black British designer in 2020 truly means.

Westfield London, the largest shopping destination in Europe, is celebrating the event by taking it from screen into centre with designer pop-up shops every weekend (Friday-Sunday) until 20th December, where consumers can shop the exclusive collections in person. This partnership is a great example of the concept stores Westfield London hosts throughout the year to offer creative and innovative experiences for its shoppers in a wide range of categories. With fashion and music going hand in hand, Westfield London and YouTube are joining forces to hero this.

Harita Shah, Director of Brand, Creative, Media, Comms and Events for Unibail-Rodamco-Westfield says “We’re delighted to be partnering with YouTube to hero the very best in Black British fashion and music. This partnership is a great example of our ongoing commitment to create diverse experiences that connect with our shoppers when they visit our centres. We look forward to bringing the latest and greatest emerging talent from online to offline and into a physical space”.

Designers showcasing their collections in the concept store include Tokyo James, luxury jumpsuit designer Ms Banks and rapper Pa Salieu. Afrobeats six-piece NSG will also be taking to the stage alongside fellow east Londoner and rapper Unknown T, showcasing the latest collections for streetwear brands Sons Of The First Tribe and Käse.

Sheniece Charway, Artist Relations Manager, YouTube says: “YouTube has an important role to play in not only helping people connect, but in propelling our creative economy forward. Fashion and music are the lifeblood of the UK and we are thrilled to be championing the best in Black British talent and providing a vital platform at Westfield London for creatives to collaborate with one another. The Legacy Series goes beyond just creating moments – it’s a continued celebration of Black excellence.”

The pop-up shops will be opening in the YouTube space at Westfield London on Level 1 near to The Balcony Food Court. Opening times will 12-8pm on Friday and Saturday and 12-6pm on Sunday every weekend until the 20th December. The live stream will be available to watch on the 17th December on GUAP’s YouTube channel.

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