
Written by Tosin Adeniji
California based, European loved clothing brand WeSC opened their 2nd shop in London this summer. To celebrate, they had a midsummer nights launch party in the trendy Covent Garden store, hosted and headlined by hiphop-soulful-dance artist, Joleon Davenue.
Walking through Neal Street at 7.30pm there was clearly a buzz erupting outside the colourful shop. People were drinking and chatting away like it was already the weekend waiting for the night to kick off. Press, photographers and bloggers were in their masses as well.
As the doors opened at 8pm,as many that could fit in the narrow concept store as possible, flooded in.
The night kicked off with the bubbly Shanaz, singing about a typical girls feelings for her crush at 17, among others. Shanaz ended her set with her exclusive sing along track “Pencil me in”. The song seemed apt to most peoples busy life and were whole heartedly singing in synch with her.
In the breaks people stepped outside for more summer air with plenty of free drink in hand or delved downstairs to view the rest of the shop.
To end the night, everyone or as many as physically could, packed themselves back in the store to get some of that “Mood Music” that Joleon does so well. He got the crowd dancing straight away with the Jamquioruai influenced “Love Rain.” Closing with a group of mini vuvuzelas screeching in time with his funk-dance track “Money”, the vibes were on point.
With 5 minutes to closing time, the last of the drink was drunk and the crowd, the band and Joleon jammed celebrating the successful merger of music and fashion. Let’s hope there’s many more of these parties to come.
Pics courtesy of YinnYang and check out their post for video footage.