Heineken returns to Lagos Fashion Week with new beer tasting studio
- Heineken is back at Lagos Fashion Week from October 29 to 31, 2026, its tenth year with the event.
- The brand brings City of Cities: Where Taste Rules and a new Heineken Studio to Nigeria for the first time.
- Nigerian Breweries marketing head Sandra Amachree says the partnership celebrates Lagos creativity.
Heineken will be at Lagos Fashion Week again this year, running from October 29 to 31, 2026, marking ten years of backing the event. What began as plain sponsorship has grown into a wider partnership around fashion, culture and shared experiences, the company said.
The brand is bringing back its City of Cities: Where Taste Rules platform, first launched in Lagos in 2025. It is built around the idea that Lagos takes its character from many cultures, styles and communities meeting in one place.
This year's fashion week theme is CRAFTED, which focuses on intentional design, skill and more thoughtful approaches to sustainability. Heineken said the theme fits its own push to explore how fashion and craftsmanship connect.
What to expect at the shows
Heineken's presence will run across several spots: the Heineken Lounge, a Cruise Collection runway show, the Heineken Studio and a Heineken Studio After Party.
The Heineken Studio is making its first appearance in Nigeria. The company describes it as a playground of innovation where guests can try new ways of serving and tasting lager, including foam infusions that mix unexpected flavours.
Over the past decade, the partnership has produced different projects each year, from the Woven Threads sustainable fashion focus in 2022 and the Dyelab collaboration in 2023 to the H45 Collection in 2024 and City of Cities in 2025.
Sandra Amachree, Head of Marketing and Communications at Nigerian Breweries, said the decade-long tie reflects the brand's link to fashion and creativity. "The Nigerian debut of Heineken Studio brings a new dimension to this experience," she said, adding that the company looks forward to celebrating the creativity that shapes Lagos.
For Nigerians in the creative sector, the continued backing matters: fashion week draws designers, models, stylists and small businesses that earn from the shows and the crowds they attract.
Heineken said the aim is to bring people together through fashion, taste and socialising, and to keep building on the partnership in the years ahead.
