BEHIND THE STITCH: ALANI
June 21, 2024
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The Burna Boy ON collaboration brings Lagos’ cultural heartbeat to the forefront. Shot on Burna Boy’s home turf, the campaign captures the city through the lens of its creative community, featuring musicians, directors, designers, skaters, and scholars who are shaping the modern Lagos narrative.
This campaign gathers an impressive lineup of talent including musician and visual artist Nissi Ogulu, director TG Omori, designer Oyin Aleshinloye, skater and DJ Blessing Ewona, and writer and scholar Benson Idonije, Burna Boy’s grandfather and a longtime custodian of Nigerian music history. Together, they embody a portrait of Lagos that is raw, expressive, and rooted in culture.
The partnership between Burna Boy and ON—a German performance footwear brand known for combining street style with sports innovation—fuses lifestyle, music, and athletic design. The collaboration showcases sneakers like the Cloudmonster 1 and The Roger Wildcard, alongside lifestyle pieces such as the Trek Jacket and The Roger Clubhouse. Engineered for both style and next-generation comfort, these products bridge global design with Lagos’ street-level energy.
ON’s first African-centered campaign with Burna Boy is more than a product launch; it’s a celebration of cultural dialogue, highlighting the voices that give the city its creative pulse. Each portrait, each frame, reflects the dynamism of Lagos and the people defining its evolving identity.
The campaign’s visual language emphasizes authenticity, with photographers and directors capturing unfiltered expressions and interactions among the city’s creatives. TG Omori, Odeal, Nissi Ogulu, Oyin Aleshinloye, Blessing Ewona, and Benson Idonije each bring their unique lens, resulting in a collective narrative that honors the artistic and cultural legacy of Lagos.
From music to fashion and street culture, the Burna Boy x ON collaboration situates Lagos on a global creative map, proving that style and culture can coexist seamlessly with high-performance design.
For more on the intersection of fashion and street culture in Africa, check out our Best Streetwear Brands in Lagos.
