The queen of Afrobeats Tiwa Savage is performing tonight at IndigO2 at the O2 Arena in London, for The SAVAGE Tour.
To promote the event and boost herself, but also please her massive number of fans (on Instagram she has reached 5.2 million) she has launched a limited edition line of merchandise, and has taken over Soho, in the heart of the British capital, to sell and meet her followers.
Her Savage pop-up store opened at Berwick Street yesterday, from 12 to 7 pm; the event was put together by famous London-based stylist, Irene Agbontaen. She stars in the campaign of course, wearing the colourful items in a complete London street art style.
The collection is all about easy basics, like T-shirts, jumpers, cycling shorts, all at a very accessible price, between £2-£45 per piece.
The idea and inspiration behind the project and choice of neon tones is the Notting Hill Carnival, which will occurs next weekend and she has confirmed that she will be present there.
Tiwa is definetely succeeding in bringing the Afrobeats culture out of her homeland and imposing her personality in a music genre still male-dominated. Yesterday at the event she revealed Vogue: “I’m just enjoying my life and working hard, and hopefully that in itself is an inspiration to other females.”