Labrum London is a BFC NewGen recipient!

I am really proud to finally share that Labrum has been awarded NewGen from the British Fashion Council for 2020/21.

This is a huge moment for Labrum and one that I do not take lightly. The BFC launched NewGen in 1993 to support the very best emerging talent and aims to build global, high end fashion brands of the future. To be chosen as one of these talents is an incredible honour and I am thrilled to appear alongside such inspiring designers such as Bianca Saunders, Saul Nash, Ahluwalia and many more.


Telling the untold stories of West Africa is my primary goal and I am so proud of the community that we are building with Labrum. To be able to share these stories through an international platform such as London Fashion Week is something that I have always wanted. African history is global history and it’s so important that we celebrate this heritage which you do not typically read in the media or learn at school.

I am amazed at how far Labrum has come in such a short time. I am so proud of the work that we are creating and the partnerships that we are building. It’s always a grounding moment to see huge stars such as Idris Elba, John Boyega and Ashley Banjo in my garments and I am so grateful to everyone who has taken the time to represent Labrum. The list could go on and on!

NewGen will support Labrum to continue growing and will enable me to make the September show bigger and better than anything you’ve seen before. I have huge ambitions for Labrum, I would love to build the brand to a point whereby in 50 years people are able to look to us for inspiration for what is possible if you work for it.

I have always believed in working hard and being humble, I am driven by the opportunity to share what I have learned; not simply by reciting it, but by living it. Receiving NewGen is testament to hard work paying off. I hope that every day I am demonstrating in real time and in active practice what I believe to be true.

I’d like to big up everyone who has supported me on this journey. The people who have been here since day one, those of you that I have just met and everyone in between – thank you! I would not be here without you all.

Labrum will continue to spotlight the wonderful community that we are building as well as celebrating black history. For AW21 we highlighted the lives of the St Giles Blackbirds. Before that, we looked to the Cotton Tree, an imposing presence in the heart of Freetown Sierra Leone. Next season we will continue to spotlight these untold stories.

I’m looking forward to the next phase for Labrum with NewGen.

With thanks,

Foday

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