Even though Modefabriek has made some changes, there were still some lectures and “master classes” on the program. The winter 2024 edition was about trends, sustainability, clothing rental and the path to successful collaboration. FashionUnited was present at the latter lecture, where style anthropologist Carmen Hogg and photographer Coco Olakunle spoke about their successful collaboration that resulted in the showroom – both a store, a fashion agency and a showroom.
Hogg and Olakunle met at a mutual friend’s birthday party, just before Hogg left for Lagos Fashion Week (2017). The two started talking and shared business activities with each other. “I like to get things done,” explains the style anthropologist. “I write articles, Coco visualizes things, so I said: We should go to Lagos Fashion Week 2018 together!” Olakunle hesitated because that usually requires a project or clients? But said and done: Hogg sent out a few emails, followed by an article in Marie Claire magazine and a feature about fashion week on TV channel VPro. “We had only known each other for a few months at that point, so it was pretty difficult, but it worked,” she says. Olakunle adds: “When you travel together, you get to know each other very quickly and very well. As far as the collaboration goes, it went super smoothly. We have different personalities that complement each other. Maybe we should just get married one day,” she laughs.
The two have been inseparable ever since and now work on Showroom – a store, fashion agency and event space in Amsterdam East. “Showroom is a place where we display everything we like. From books to fashion brands to photos.” Hogg and Olakunle are primarily interested in the human realm and the African continent. “We want to be the place in Amsterdam that showcases and sells the work of African talent. We want to offer these people a stage so that they can earn money.” The two focus on minimalist brands. “Because,” says Hogg, “Africa has much more to offer than just prints.”
How do you make a collaboration successful? Style anthropologist Carmen Hogg and photographer Coco Olakunle give tips
To create such a space, good collaboration is crucial. According to Hogg and Olakunle, learning from each other is of central importance. “You shouldn’t want to get in each other’s way, you should compliment each other and be honest,” says Olakunle. “As far as our collaboration goes, it feels a bit like a love story – ninety percent of the time we think along the same lines, ten percent of the time we have to go back to the drawing board and put our thoughts together.” You learn from each other by being clear with each other communicated.
It is also important to continue sharing your personal vision. “There will be times when your vision is completely different from that of your cooperation partners. This isn’t a bad thing, but keep checking. This way, you can come to a shared vision together and that will also take you further,” advises Olakunle. ‘Are we still doing what we find interesting?’ ‘And is what we do still logical?’ are questions that can be asked here.
“It is also important to quote yourself, the “you” must not be lost – it must still be visible. That’s exactly what makes collaboration so beautiful,” says Hogg. It is important to stand up for your own views and know where your own qualities lie. “When you travel to unconventional places together, you quickly learn the good and the ‘bad’ of each other. So you know straight away where you stand.”
Collaborating with brands and talent creates a platform and invests in the person behind the work. “It makes me very happy to see that people want to invest in what we offer. This gives the brands and talents a platform and for us [Showroom, Anm. d. Red.] “It’s confirmation that people find what we have to offer interesting,” shares Hogg. “Also, African designers in Amsterdam don’t have a fixed place to do things, and we offer that too,” adds Olakunle. “This also allows the public to get to know the designers, so we really create a community.”
All in all, what matters is that a good collaboration begins with getting to know each other under “unforeseeable circumstances”. As in any other relationship, communication plays a big role. Also important: Don’t lose sight of your own vision. In a partnership, a lot of things are done together, but that doesn’t mean that your own qualities have to be lost. Those who enter into partnerships with brands also create a platform through which they can achieve greater brand awareness and thus grow.
This article originally appeared on FashionUnited.nl. Translated and edited by Simone Preuss.