Luxury Womenswear Brand Creates Value with Live Shopping “Cocktail Parties”

An influential womenswear label owned by Nigerian fashion designer Andrea Iyamah, this eponymous clothing brand is strongly inspired by colour, ethnic cultures, nature and design. As storytelling and global reach are both ongoing areas of focus, the Andrea Iyamah team was seeking ways to bring community, culture and commerce to the forefront, all without compromise.

“As a brand, we’ve had a tradition to engage our customers during the summer by having shopping parties in different cities where most of our customers are,” shares a spokesperson for the brand. “In 2020 however, the pandemic halted all those plans and we had to think of innovative ways to give our customers an in-store experience virtually.” With an increased need for customers to feel properly addressed on all digital platforms, the Andrea Iyamah team needed a way to communicate their goals, product details and manufacturing processes in a way that felt seamless and true-to-brand.