Heineken has reaffirmed its commitment to Nigeria’s creative industry as it celebrates ten years of partnership with the Heineken Lagos Fashion Week (LFW), an event that has championed African fashion and shaped Lagos’ cultural narrative on the global stage, spotlighting Lagos as a global hub for culture, fashion, and taste.

The event, an exclusive press cocktail, brought together designers, media figures, and cultural tastemakers to set the tone for this year’s 15th anniversary edition of the fashion showcase.

Through its new campaign themed “City of Cities: Where Taste Rules,” Heineken celebrated a decade of shared legacy, one that connects global craftsmanship with local creativity. The brand says the campaign reflects how Lagos continues to blend culture and innovation into a global story of excellence.

The 2025 edition of Lagos Fashion Week, scheduled for October 29 to November 2, will once again bring together leading African designers, tastemakers, and fashion enthusiasts to highlight the continent’s creative strength and evolving style identity.

What began in 2015 as a sponsorship has grown into a strategic partnership that has empowered African designers and strengthened the continent’s connection to the global fashion scene. As title sponsor, Heineken has supported innovation and international visibility through initiatives like the Heineken Africa Inspired Collection by designers Lulu Mutuli and Azra Walji, while spotlighting African creativity through international showcases.

Heineken’s involvement, according to the company, extends beyond the runway to driving conversations around sustainability and cultural innovation — helping cement Lagos’ position on the global fashion map.

Speaking on the collaboration, Head, Marketing and Communications, Nigerian Breweries Plc, Sandra Amachree, said, “Heineken’s partnership with Lagos Fashion Week has always been a deliberate, long-term commitment to cultural innovation. For 10 years, we have championed sustainability, supported cross-industry collaborations, and helped elevate African fashion with a lasting vision for cultural impact. We are proud of how this platform has grown and will continue to support Lagos in redefining African fashion on a global scale.”