For its second edition in Africa, the CHIVAS brand has teamed up with the renowned international stylist; Imane AYISSI, as part of her CHIVAS Venture project in Cameroon. The goal of this collaboration is to support Cameroonian fashion and especially, to promote the know-how of young local designers, thanks to the mentorship of Imane AYISSI and the participation of Cameroonian musicians well known to the general public.
In Cameroon, the famous and historic Scottish whiskey brand; CHIVAS, is embarking on a new identity: today it has an image of luxury and lifestyle. CHIVAS is reinventing itself and committing to a new identity by appropriating the codes of international luxury coupled with Cameroonian culture and African.
This is how the collaboration with Cameroonian designer Imane AYISSI was born. Eventually, a capsule collection was created by the famous designer for CHIVAS; she will be presented at a private auction on November 13.
The sales proceeds of the collection will be donated to the Jean Félicien Gacha foundation and the Cameroonian Center of Fashion Designers for support apprentice designers.
This illustrious stylist recognized in the field of fashion for having collaborated with big names in his universe, is regularly invited to present his creations around the world.
He is the first stylist from black Africa to integrate Parisian haute couture. Because raising those around him is of capital importance for IMANE AYISSI, he will support 4 young designers who will in their own turn create looks for artists.
As a reminder, it was in 2014 that CHIVAS REGAL set up the international CHIVAS Venture project, whose general objective is to support social entrepreneurship and innovative projects through a competition.
This approach has evolved since 2018, now, after South Africa, cultural leaders will work in a context where the young generation of Cameroonian entrepreneurs is interested much more to brands that invest in communities and have a positive impact and qualitative on their life.
It is in this wake that CHIVAS will become the brand that will fuel to be supervised by Imane AYISSI, to create and design a “made in Cameroon” look for well-known artists of the Cameroonian scene and a platform to show their talent. For the young Cameroonian designers chosen for this adventure, it is undoubtedly a process that will launch their careers and enable them to cultivate a strong sense of social responsibility.
Follow the campaign through the hashtags:
#ChivasVenture237 #ChivasxImaneAyissi #Chivas