SS25 'JOURNEY OF TRIUMPHS: DESIGNED BY AN IMMIGRANT'

The sun stands out as a common symbol in our shared journey, embodying energy, renewal, and the passage of time; shared across all cultures as a source of light and direction. It represents both the symbolic and physical light that guides and sustains life. Throughout ancient cultures, the sun has been revered not just for its warmth and life-giving energy but for its ability to mark time, guide travellers, and symbolise cycles of death and rebirth and is evident in myths and rituals from many civilizations.

The Spring Summer 2025 LABRUM London collection is founded on LABRUM’s research on West African and Indian traditional dress. Playful wraps and drapes feature heavily, and the use of colour is bold with different tones of orange, green and pink.

Womenswear is deeply rooted in exploring traditional drapery from diverse cultures. LABRUM examined how drapery was interpreted across different regions, traditions, and cultural contexts, particularly focusing on the elegance of one-shoulder draping. This approach not only symbolises a timeless form of femininity but also celebrates the beauty of cultural expressions through textiles.

The showpiece, the ‘Wrappa,' honours the women—past, present, and future—who have worn wrappas. Drawing from cultural wrapping and draping techniques, the piece reimagines this history and celebrates it with the LABRUM London aesthetic. They incorporate fabric offcuts from the collection, embellished with cowrie shells, raffia trim, and our Nomoli. 

For Spring Summer 2025, headwear takes inspiration from the resourcefulness and transformative nature of the movement of people; the fusions of styles of Pan-Africa, beauty and the layers of knowledge that continue to enrich our planet. Using left over pieces of hemp braid, patches are sewn and layered into sections that resemble the aerial shots of fertile land. Shown in several ways including dandy style Fedoras inspired by Les Sapeurs and Tie-Top baseball caps in trademark textiles with fringing. The collaboration also explores the signature desert Tuareg wrap stitched with 5 metre strips of raffia with the Pan-African adidas stripe running through the centre, echoing the Arsenal kit.

At the heart of the collection is ‘Cultural Confluence’, LABRUM’s description of the beauty to be found within the blending of heritage and modernity. By combining traditional silhouettes from various cultures with contemporary designs, LABRUM London embraces the diversity of cut, shapes, and style that symbolize a melting pot of cultures, creating a visually captivating and inclusive range of designs.

The collaborative LABRUM x Arsenal x adidas collection of Arsenal’s 24/25 away kit has been reimagined as a tailored suit. Here, the collaboration showcases the juxtaposition of football and fashion and how both worlds collide to create a cultural fusion. The Pan-African Union colours have also been incorporated on the three stripes to celebrate the continent and create a mural of the Arsenal’s past and present connection to the African diaspora in London and beyond, championing the rich cultural heritage within the team and across the supporter base.

‘Our collaboration with LABRUM London and adidas is unique as it taps into our rich culture and heritage, in a distinctively Arsenal way.

‘Football and fashion are influential forces in our global community. We’re excited to bring them together during London Fashion Week - an iconic moment in our city’s calendar - to inspire a connection and a sense of belonging for our supporters around the world.

‘This is the perfect way to build on the launch of our away kit, with a first-of-its-kind event at Emirates Stadium.’
Adam Gardiner, Marketing Director at Arsenal

‘At adidas we believe in the power of collaboration, working with our trusted partners on distinctive products and designs. Our ongoing partnership with LABRUM London exemplifies this spirit. The Spring Summer 2025 show truly celebrates the intersection between fashion and football culture, through innovative tailoring that draws on design features from Arsenal’s 24/25 kit, and a unique take on the iconic Superstar. Where better to debut such a collection than at a first-of-its-kind show at the Emirates?’
Chris Walsh, VP Brand – adidas

Celebrating the richness of diversity within Arsenal’s local and global communities, LABRUM London are committed to telling the untold stories of Africa. The collaboration between the brands pays homage to the inspiration, togetherness and beauty football provides across the world. The designs embody the spirit of adventure, the strength of perseverance, and the enduring power of human connection.