Ruth Mbu – WMEF Incubator Application – FESCH.TV

Ruth Mbu – WMEF Incubator Application & FESCH.TV:

What do you hope to get out of the WMEF Incubator program?

WME Fashion is the world’s preeminent cultivator of talent, curator of experiences, and creator of brand partnerships across the fashion, luxury, and beauty ecosystem. Joining the programme will be an incredible opportunity to explore a 360-degree view of the industry. WME Fashion represents talent across photography, styling, creative direction, content creation, hair and makeup, with industry-leading agencies redefining how talent is represented and platformed globally. The breadth of creative talent that the agency works with is unique, and I’m interested in seeing how the team practically tailors their approach to the specific needs of each artist.

Additionally, this programme will provide access via mentorship and networking opportunities with the opportunity to learn from high-level executives with decades of accumulated experience in the sector. Someone I’m eager to meet is Ali Bird, who started at The Wall Group with the agency’s founder Brooke Wall. She’s been with the company for over 20 years, and has been instrumental in growing the agency and nurturing the careers of talent who are now industry heavyweights. I would love to hear about how the agency operated in the early days, and how the strategy and operations has evolved as the agency has grown. I’m also curious to hear her recommendations on cultivating and sustaining an impactful career in the fashion industry.

Ultimately, this programme is a fantastic opportunity to meet like-minded people. Being part of a community of individuals dedicated to disrupting the industry and driving positive change.

In what ways do you believe the fashion industry can utilize its influence to drive innovation, social justice, equality, or other issue areas?

Recently, I read an article from Dazed magazine about a community of young Southwest Asian and North African designers, and a quote really stuck with me: “creativity is one of the highest forms of resistance”.

Fashion is powerful. It has the power to champion underrepresented voices, challenge authority and platform diverse narratives.

On a more practical level, only 9% of executives and boards in the UK fashion industry are held by POC, and only 39% by women. Agencies connect talent to brands, so they are often viewed as industry gatekeepers. As a result, it’s imperative that executive teams – the people making the decisions- are diverse and representative.

Describe an impactful moment that led you to want to pursue a career as a manager, agent or executive. 

As a curator, my practice is routed in research, particularly around music cultures. Whilst completing research on the origins of UK grime and its cultural contribution to UK culture I learned about Grace Ladoja, who manages UK grime artist Skepta, after the pair met at a Danny Brown show in London in 2014. Since then Ladoja has supported the artist to stay true to his core values of “authenticity, DIY, independence and support for the culture of grime”.

And they were able to do this via the medium of music. Skepta set a new blueprint for independent UK music with Ladoja, who facilitated his creative vision through strategic campaigns and brand partnerships with companies including Nike, Puma, Burberry, Bottega Veneta and Havana Club.

It’s always been his creative vision and talent – however Ladoja has helped him communicate and shape this on a global scale, enabling his work to reach new audiences, and has helped Skepta cement a legacy. You can’t think of UK grime without Skepta. But through her work – she has allowed the artist to reimagine and transcend the traditional constraints of an artist. Skepta is an artist but also an entrepreneur, painter, fashion designer, creative mentor and champion of independence.

Learning about Ladoja’s work helped me realise that it takes a village to build cultural moments that resonate with people and are remembered – and I want to be part of the teams working to create these moments.

Tell us a unique element you will bring to the WMEF Incubator Program.

A unique element that I will bring to the WMEF Incubator Program is that I’m a connector. I enjoy building lasting relationships with people; I am a good listener and a good communicator. I also enjoy bringing people together, connecting like-minded people and facilitating space for open dialogue, exploration and experimentation.
I’m also a disruptor – I’m open-minded and actively champion diverse and underrepresented perspectives and voices within the creative industries through my work.

I’m also able to utlise my commercial awareness of the fashion industry through industry experience with my business acumen and creativity to constantly pivot, think strategically, and creatively problem-solve.
Lastly, I have a rigorous work ethic. I’m dedicated to advocating for artists, nurturing talent across creative disciplines, and championing creativity.