In a bid to support and empower the Nigerian creative industry, The Macallan, a Scotch whisky brand, has been actively partnering with local artists, fashion designers, and art-based organizations. The brand aims to enhance the visibility and prominence of Nigerian artists while highlighting the potential of the country's creative economy, which contributes significantly to its GDP.
One of The Macallan's notable collaborations is with fashion designer Mai Atafo. Through the 'Fashion Conversations' program, the brand is supporting and empowering young Nigerian fashion enthusiasts. Additionally, The Macallan has collaborated with ATAFO for its Spring/Summer 2024 collection, showcasing creativity and craftsmanship.
The brand has also sponsored multidisciplinary artist Sadiq Ajibola Williams' solo exhibition titled 'What Does The World Need?' This exhibition aims to promote creativity and celebrate craftsmanship. The Macallan's support for the art scene in Nigeria reflects its commitment to elevating the flourishing art community.
Furthermore, The Macallan has partnered with ART X Lagos, an art exhibition that features emerging and established artists from Africa and the diaspora. This partnership aligns with the brand's dedication to craftsmanship, innovation, and excellence.
The Macallan's investment in Nigeria's creative economy is making a significant impact on the art and fashion landscape in the country, changing the narrative and providing opportunities for local talents to thrive.