Isawitfirst in Emeli Sandé collab that reflects her new direction

By

Sandra Halliday

Published
Nov 2, 2020

Isawitfirst has unveiled a mini collection with multiple Brit award winner Emeli Sandé as part of the marketing around the release of her single More of You. 

The song features Ghanian artist and Grammy nominee Stonebwoy and British producer and songwriter Nana Rogues and “captures the feeling of falling in love”. Sandé has moved away from ballads “to a more fun and afrobeats-influenced style” and the fashion firm said it hoped to reflect that in the collection.

The brand dressed both Sandé and the dancers in the video and those looks have just gone on sale.

They include “bold colours, daring prints and strong silhouettes” priced from £25 to £35, with a number of exclusively designed T-shirts included in the range.

Kelly Johns, Creative & Brand Manager for 1214 Media, designed the tees and said: “I wanted to bring parts of the song and Emeli’s personality and style to life. Emeli sent over some background designs that she created which have been incorporated into the designs, along with the colours to match the music video. The inspo was based around the vibrant, afro funk feel of the song.”

Isawitfirst buyer Elizabeth Grunwell added that it was important for Sandé “to take the lead in terms of pieces for this collection. We love her fierce and feminine style, as it closely reflects ours and so felt it was important to take our lead from her”.