The menswear floor at one of London’s most prestigious high end department stores was buzzing with press, fashion enthusiasts, buyers, bloggers and clients yesterday for the launch of the Davido x Orange Culture capusle collection at “Music Matters” in Selfridges.

Presented by Style House Files with the support of the Nigerian Export Promotion Council (NEPC), the collaboration explored the tribes that music and fashion can create, the expression of creativity that is constant as well as the experimentation pioneered through icons that straddle.

Davido is unarguably one of the biggest artists on the African continent, exporting his music to a growing Afrobeats loving audience. A stylist’s gentleman and a true fashion icon, he embodies the new ways music and fashion collaborations are experienced. Orange Culture, an LFDW Young Designer alumni and LVMH Award finalist, is gradually making his mark in the global fashion industry.

“My personal style is an expression of who I am. Performing on stage or hanging out with my daughters, the key pieces in my closet speak volumes – easy going wardrobe basics always infused with an edge and that’s what this collection represents. I really love connecting with my fans through music and to extend that to fashion via this collaboration with Orange Culture is a great opportunity. I am excited to present a collection that’s an extension of my personal style to my fans and to share in this unique experience of how they engage with the collection at one of my favorite shopping destinations in the world.”

The capsule collection features pieces inspired by Davido’s hit song, IF! with the focus to create easy, ready-to-wear pieces that will be loved by fans of Selfridges, Davido and of-course Orange Culture.

“I’ve always thought a beautiful relationship between music and fashion exists, especially right now with music artists creating powerful and recognizable identities for themselves with the use of fashion. So once we were given the opportunity to work with such a talented artist like Davido, who is constantly pushing creative barriers to set the tone for Africans globally, we were excited and eager” – states Adebayo Oke-Lawal, who recently showed at London Fashion Week to press and buyers with glowing reviews.