Overview
LABRUM London partnered with John Lewis to launch ‘Cultural Threads’, a 38-piece menswear collection bridging Western and West African culture. As John Lewis' first menswear collaboration in over a decade, the collection celebrates craftsmanship, heritage, and a milestone moment for British fashion culture.
The launch event at 180 Studios brought together leading voices in fashion, art, and design. DO CULTURE. was commissioned to document the night – capturing the energy, authenticity, and emotion that defines LABRUM's community and the cultural significance of this partnership.
Impact
- Amplified LABRUM x John Lewis' partnership narrative across digital and social channels
- Captured the voices and energy of LABRUM's community
- Created visual assets positioning LABRUM as a leader in contemporary design
- Showcased the collection and strengthened brand alignment between both brands
- Engaged LABRUM’S audience with weeks of shareable social content
Our Approach
Our creative direction focused on storytelling through people. We threaded together voices from LABRUM's diverse community including Foday Dumbuya (LABRUM Founder & Creative Director), Yinka Ilori, Zezi Ifore, Zeze Mills, Ibrahim Kamara, and more, to build a cohesive narrative around identity, craftsmanship, and cultural pride.
Through carefully structured interviews and cinematic event coverage, we highlighted the shared values between LABRUM and John Lewis: authenticity, inclusivity, and the celebration of heritage in modern design.
What we delivered:
- 1:45 culture mini-doc featuring highlights, interviews, and narrative commentary
- 10 mini-interviews with key cultural figures and community members
- End-to-end production: concept development, direction, on-site production management, interviewing, and editing
Production team: Director, Producer, Cam Op, Presenter, Editors
The Result
The main film weaves together excerpts from interviews with Foday Dumbuya, Lianne (John Lewis PR), and key guests, alongside visuals from the event. The 10 mini-interviews feature voices including Yinka Ilori, Katie Rawle, Zezi Ifore, Ibrahim Kamara (GUAP), Peigh Asante, and Ella Eyre.
Together, they tell a powerful, human-led story celebrating LABRUM's community and the cultural significance of this collaboration.
Credits
Director: Oli Crossland
Producer: Dafs James
Cam Op: Oli Crossland
Presenter/Interviewer: Diya Okorie
Editors: Oli Crossland, Elliot Gaynon
