Paramount Consumer Products is marking the success of a Coming to America-inspired Black-Owned haute couture runway show at London Fashion Week.
Hosted on 18 February, the exclusive event celebrated and amplified Black creatives, designers and Black-owned businesses by activating around the classic Paramount Pictures Coming to America brand during one of the biggest weeks in global fashion.
Saphia Maxamed, founder of London Entertainment Inc and founder of Black Lives Matter Licensing Movement, served as creative director on the project with Paramount.
For the momentous event, Paramount Consumer Products partnered with two designers: Sania Daniel, designer and founder of The House of Nubian, and Saville Row designer Kwame Koranteng. Each showcased their Haute Couture Coming to America-inspired collections that celebrate the iconic movie’s expression of African style and culture.
Sania’s collection encapsulates the expressions of wealth throughout African cultures. The House of Nubian celebrates former female rulers and Nubian Queens who were known for their wisdom and strength of character.
Meanwhile, Kwame’s Coming to America collection is reminiscent of the elaborate, iconic wardrobes from the movie.
Additionally, the event spotlighted Black-owned health and beauty brands which also launched their own Coming to America-inspired collections. These included GoodMela, a cosmetics company advocating for inclusive and ethical beauty, and Goodman Factory, a British male beauty brand standing for male mental health.
As well as the designers and beauty brands, the event boasted a powerhouse roster of Black creatives including hairdressers, make-up artists, models, DJs and content creators who worked behind the scenes.
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