IMG formally extended an invitation to host a NYFW presentation in the Sunken Living Room at Spring Studios for ASHYA’s Heritage collection. I partnered with Instagram (Meta) to execute our vision of a culturally immersive experience. We created a unique and integrated approach that featured a curated shoppable (via Instagram Shop) showroom exhibiting an in season collection layered with sculptural objects, artifacts and one-of-a-kind pieces, a multi-media live performance, and a short film that documented the creation of the performance piece. The live performance and film, entitled Origins: The Tale of Anansi, explores the themes of identity through our Afro-Caribbean & American Heritage and honors the historical tradition of oration, which inspired the label’s emblem design.
The performance featured Moses Sumney (musician and actor in HBO’s The Idol and Hollywood thriller, MaXXXine) and Naima Ramos-Chapman (writer/director for HBO’s Random Acts of Flyness), and performance artist/director Nana Yaa Asare Boadu. Deliverable assets for the brand partnership included promotional reels highlighting the shoppable feature via Instagram shop and exclusive behind the scenes footage of the presentation. The multipronged activation was followed by the launch of the docu-short film capturing the process and was accompanied by press and social assets that live across Instagram, Facebook and YouTube.
Project Component: Brand Activation | Digital Marketing Strategy | IRL & Online Consumer Experience | Spatial Design | Production & Installation Management | Budget Management
Notable Guests & Press in Attendance: Rosario Dawson, Bethann Hardison, Conde Nast Traveler, GQ, T Magazine, Vogue, W Magazine, Wallpaper *
Credits: Creative Direction & Writers Moya Annece & Ashley Cimone | Performance Artist Mosey Sumney & Naima Ramos-Chapman | Performance Director Nana Yaa Asare Boadu | Filmmaker & Lighting Design Anthony Prince Leslie | Costume Designer Solange Franklin Reed | Paper Artist Karina Sharif | Spacial Design Tione Trice, Of the Cloth | Make-Up Artist Mimi Quiquine | Wardrobe ASHYA & Aisling Champs | Casting Raven Cassell | Production Company Equator Production
Press: W Magazine, Essence
Notable Guests & Press in Attendance: Rosario Dawson, Bethann Hardison, Conde Nast Traveler, GQ, T Magazine, Vogue, W Magazine, Wallpaper *
Credits: Creative Direction & Writers Moya Annece & Ashley Cimone | Performance Artist Mosey Sumney & Naima Ramos-Chapman | Performance Director Nana Yaa Asare Boadu | Filmmaker & Lighting Design Anthony Prince Leslie | Costume Designer Solange Franklin Reed | Paper Artist Karina Sharif | Spacial Design Tione Trice, Of the Cloth | Make-Up Artist Mimi Quiquine | Wardrobe ASHYA & Aisling Champs | Casting Raven Cassell | Production Company Equator Production
Press: W Magazine, Essence
