Fashion Month Edition: Studio 189's Rosario Dawson and Abrima Erwiah on using fashion as an agent for social change
The Glossy Podcast · with Rosario Dawson and Abrima Erwiah · September 10, 2023 · 27 min
Summary
Studio 189 founders Rosario Dawson and Abrima Erwiah reveal how their fashion brand transcends traditional retail by integrating social enterprise with sustainable production in Africa. They discuss building a purpose-driven company that supports education and community development, using Fashion Month strategically to amplify their mission and connect with conscious consumers. This episode is a masterclass in leveraging brand storytelling and ethical practices for competitive advantage.
Key takeaways
Brands should strategically leverage industry events like Fashion Month to showcase not just products but also their unique mission and social impact, cutting through the noise with purpose-driven narratives.
Integrating social enterprise with core business operations, such as Studio 189's sustainable production in Africa and community support initiatives, can differentiate a brand and resonate deeply with values-driven consumers.
Founders should focus on authentic brand storytelling that highlights ethical sourcing, community empowerment, and cultural preservation to build strong emotional connections with their audience.
Prioritize a consistent presence at key industry events to build brand recognition, demonstrate growth, and effectively communicate a brand's evolving narrative and impact.
Explore partnerships with complementary businesses or venues, like Studio 189's collaboration with Showfields, to create unique experiential marketing opportunities and reach new audiences.
It’s a new era for fashion month, where designer collections are just one piece of the pie. As brands across price points and specialties aim to compete in the increasingly competitive retail landscape, more are taking advantage of the opportunity and approaching it strategically. They’re cutting through the noise with innovative marketing tactics, introducing new commerce plays and leveraging advanced digital capabilities to best showcase their products. In this podcast series, running throughout Fashion Month Spring 2024, Glossy and influential leaders are breaking down the evolution of the experiential event.
In this episode, we sit down with Rosario Dawson and Abrima Erwiah, founders of Studio 189, the 10-year-old fashion brand and social enterprise that hosted a runway show on Sunday. CFDA award-winning Studio 189 sustainably produces its clothing in Africa, plus it supports education, skills training and community-led projects. Dawson and Erwiah discuss how they’ve built and grown a company with purpose, and how a consistent presence at New York Fashion Week has served the brand well. This episode was recorded amid bustling NYFW, in Showfields’ NoHo location.
Related reads:
NYFW Briefing: Fashion brands tackle social change
The Folklore’s Amira Rasool on building a shopping platform with African and Black-owned brands at the forefront
Brands should strategically leverage industry events like Fashion Month to showcase not just products but also their unique mission and social impact, cutting through the noise with purpose-driven narratives.
What does this episode say about dtc strategy?
Integrating social enterprise with core business operations, such as Studio 189's sustainable production in Africa and community support initiatives, can differentiate a brand and resonate deeply with values-driven consumers.
What does this episode say about founder & leadership?
Founders should focus on authentic brand storytelling that highlights ethical sourcing, community empowerment, and cultural preservation to build strong emotional connections with their audience.
What does this episode say about retail & omnichannel?
Prioritize a consistent presence at key industry events to build brand recognition, demonstrate growth, and effectively communicate a brand's evolving narrative and impact.
What does this episode say about brand & content?
Explore partnerships with complementary businesses or venues, like Studio 189's collaboration with Showfields, to create unique experiential marketing opportunities and reach new audiences.
