Fountain of Yus - #002
Latest ongoings in Pop Culture, experiences, activations and collaborations.
Paco Rabanne x NTS: A million ways to make it
Paco Rabanne collaborated with NTS for the third iteration of ‘A million ways to make it’, their artist development platform that looks to support up-and-coming artists through mentorship, airtime, events and funding. Initially starting during the pandemic, their campaign started off as an online series but has now shifted to include physical experiences. Speaking to Paco Rabbane’s UK comms manager, the idea was “Born out of an insight that most of our fragrance wearers are either involved in music or are hustlers,” which was evident with the crowd in attendance. Launched by creative agency Impero, the fund is a year-long campaign that started off last summer with an open call to entries, once the artists were selected they would then go through a year-long development process that includes mentorship, a radio slot on NTS and closed off with live performances at Sweeties, The Standard Hotel.
It's free to RSVP, so sign up if you’d like to experience some great music from the UK’s up-and-coming artists and get a Paco Rabanne gift bag too.
Through this fund, Paco Rabbane is authentically placing itself in culture by connecting with its desired audience but also developing the talented individuals that personify this audience.
Everyone has a million ways to make it, Paco Rabbane is providing one.
eBay x Morley's Sneaker Pop-Up Store
This Saturday, eBay is opening its first-ever Sneaker store, for one day only. Located at the Shoreditch outlet of Morley’s, a legendary Chicken shop that made its name in South London before branching out. The store gives sneakerheads an opportunity to ‘cop OG sneakers at OG prices’, a pushback against the current state of sneaker culture which prices out sneaker enthusiasts from being able to buy the creps they love. Entry is free but guests are selected by a questionnaire process designed to prove their love for sneakers, ensuring the right people get an opportunity to attend.
Bringing the sneaker community together to enjoy sneakers as they’re supposed to be enjoyed, the event will also feature DJs, a discussion with some of the UK’s most prolific sneaker sellers and a celebrity guest too.
This is a move in the right direction in eBay’s new strategy to become a trusted source for fashionable items, which started off with their ‘authenticity guarantee’. Through a longstanding platform, such moves ground them within the cultural space they would like to exist in. Giving sneakerheads the opportunity to cop some of their favourite creps at a cut of its retail and resale price is an act that will certainly increase the brand’s affinity within the community.
adidas x Gucci
Last week adidas and Gucci took over Peckham in celebration of their recent collaboration. Hosted at the Peckham Liberal Club, the event featured a host of things including a panel conversation between Ian Wright and Felicia Pennant, founder of SEASON zine, bingo sessions hosted by highly-esteemed stylist Harry Lambert and a photo studio where guests could get pics taken by Ronan McKenzie.
Attendees were blessed with great music as event curator Recess dished the tunes all day, along with performances from Flowerovlove, HAAi and legendary musician Nile Rodgers.
There was an A-list of attendees to top it off, including Bree Runway, Francois Bourgeois, Lila Moss and Blondey McCoy to mention a few.
Overall the event was a spectacle and a true reflection of the magic that happens when two brands collaborate, showing the value of experiences as a medium for uniting communities.
NBA 75th Anniversary - Court Beyond Limits Series
In celebration of the NBA’s 75th anniversary, the NBA in collaboration with Hennessy built the first-ever floating basketball court in London as part of their ‘Court beyond limits’ series. The court made its way from Woolwich to Westminster over 3 days.
The court hosted a series of events, including a performance from AJ Tracey, free-to-attend games, street food, mentorship sessions and of course Hennessy cocktails.
The courts also hosted ‘London’s Got Game’, a tournament which featured teams from some of the UK’s most popular cultural platforms, including Complex, BONE SODA, GRM DAILY, LinkUp TV.
The event was a success in grabbing people’s attention but also strengthening the game’s popularity in the UK, whilst also locally grounding the sport within the cultural space that it operates in globally.
That’s all folks.
Weather’s banging, have a nice!
Yus