Over a ten-year partnership, Redrick PR has strategically reframed Heineken Lagos Fashion Week from a seasonal runway event into a globally recognized industry ecosystem. By shifting the narrative away from "fashion as a trend" toward an "engine for economic value," we positioned the platform as a leading authority on African Culture, Commerce, and Sustainability.

Our long-term strategy centered on narrative control and global authority. We transitioned the conversation from aesthetics to industry impact, championing initiatives like Green Access to establish Lagos as a hub for circular fashion. Through high-level storytelling and strategic media partnerships, we secured consistent visibility in Tier-1 global outlets (Vogue, Business of Fashion, CNN), ensuring the platform’s influence extended far beyond the Nigerian border.

This decade of work has delivered a measurable shift in the African creative economy. By building a professional framework that connects designers with international buyers and media, Redrick PR has solidified Lagos Fashion Week’s reputation as the definitive gateway to African fashion, delivering sustained brand equity for Heineken and the broader industry.