Elijah Kitaka (L) brought music and fashion. On the right is a model in Troy Elimu designs. PHOTOS/ISAAC SSEJJOMBWE
The campaign, which debuted in a high-energy event last Friday, was a fusion of fashion, music, poetry, and attracted many creatives.
Troy Elimu’s transformation of street fashion into an art form, redefining style through bold storytelling, sustainability, and design are some of the reasons that won him an ambassador spot on one of the world’s biggest beer brand campaigns.
Elimu, the designer behind Denim Cartel, is one of only two creatives across Africa collaborating on the new Make it Yours campaign powered by Guinness Smooth. The campaign champions the magnetic values of self-expression and community, featuring inspiring stories from two visionary brand founders; Uganda’s Denim Cartel and Nigeria’s Waffles and Cream.
Taking influence from this same spirit of re-imagination, the brand has introduced a more vibrant and expressive pack design launched last Friday at Next Media Park.
The campaign debuted in a high-energy event, bringing together Uganda’s most dynamic creatives, fashion enthusiasts, and music lovers. The event was a fusion of fashion, music, poetry, and art, featuring an exclusive fashion showcase curated by Denim Cartel, unveiling a limited-edition collection.
The evening also featured electrifying performances from Tai Dai Xppressions UG and Elijah Kitaka, who not only captured everyone’s attention with his fashion, but the kind of songs he performed. His curation comprised songs; Nothing, Tutu Maama, Ndi Wuwo, Kontrol, Dawa and Ekyange, which he performed twice.
There was also immersive fashion installations by Fix by Oringa, Nunu the Creative, and Murembo Collection, and interactive experiences designed to spark inspiration and self-expression.
The night ended on a high with DJ mixes from Kamali, DJ Sesse and DJ Alza. At the heart of Make It Yours is a call to creators to take what inspires them and make it their own.
