What went down at Our Soho House events spotlighting BIPOC brands

Our x NJAS x Soho House x Dada Gallery

Our Maison teams up with Soho House, Not Just Another Store and Dada Gallery for a series of activations over three weeks to spotlight premium luxury designers and art of African and Caribbean descent.

For the month of November, style platform Our Maison has curated fourteen BIPOC designers and brands that will be available to shop at three different locations over three weeks. Each pop-up location is launched with an opening reception and closing party, celebrating the next gen of fashion in style, in addition to panel talks with notable names in the industry. If you’re an art lover you can also support the work of Black artists curated by Dada Gallery at each pop-up.

We had a chat with Felicia Brown, celebrity fashion stylist and the founder of Our Maison to find out more about why the platform was started and how Our Maison plans to elevate BlPOC brands.

Our x NJAS x Soho House x Dada Gallery
Brands available to shop include: GOSSE au CŒUR, am : pm, Face, Mazelle Studio, Cold Laundry, Sabby Lou Knit, kkerelé, What We Wear, lu by lu, Gravalot, CHRISTIANAHJONES, Meji Meji, KADIJU, Jehu Cal

TJ: What type of platform is Our Maison?

Felicia: Our is an inclusive global platform that is all about creating accessibility and visibility for designers of Afro-Caribbean descent, that is our main priority, and opening them [up] to a global audience and a global market.

This is through collaborations with retailers, bigger platforms, across fashion, music, and entertainment. We are all about opening up the market to these brands in different spaces and not just couping them into one community. We want to showcase these brands [to] a wider range of audiences that they wouldn’t necessarily be afforded the luxury of having access to because they are Black. By God’s grace next year, what we want to be is a curated Marketplace where we stock premium luxury designers of Afro-Caribbean descent. We’re all about experiences, whether that’s virtual on our store, or [physically] at our pop-ups and our parties it’s all about curating an experience that you’d remember.

TJ: What have you got coming up?

Felicia: We recently dropped our Clarks campaign, which is Our Clarks style series in collaboration with Clarks shoes, showcasing how to style Clarks shoes with some dope designers of Afro-Caribbean descent. Currently we have our three week activation with Soho House, and our final week is in Soho at Kettner’s. We have an editorial coming out with Pause magazine for December, and then we have a few more things to end the year with a bang, and some things in 2022 that we’re working on.

TJ: What’s the end goal for Our Maison?

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Felicia: We want to have an e-commerce store similar to the likes of Browns and SSENSE let’s say, where it’s actually curated, you can feel a brand identity for selected brands – how they’re shot, how they’re campaigned, we want to have that feel. I wanted an online marketplace where people can essentially shop these brands across the world, you can buy our brands if your in Angola, Ghana, Senegal, Japan and London. We want to be able to develop these designers after. We’ll help them develop their skillsets, develop their designs, develop just their branding in general. We want to have our showroom space as well, where we can help them push their PR and marketing as well. We want to be a 360 company where we push these brands and have an incubator similar to Fashion East to look after specific designers.

Our x NJAS x Soho House x Dada Gallery
Photography by Bethan Dadson
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery
Our x NJAS x Soho House x Dada Gallery

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