Despite the challenges of the pandemic, BoohooMan’s biggest collaboration launch ever was a complete success! A little background on this fun project: The men’s brand opted to collaborate with Grammy award-nominated rapper Swae Lee of Rae Sremmurd, who is known for his unique style. “I wanted the product and Swae’s personality to scream and stand out here. Everything on set [for the photo shoot] was purposefully simplified so we could let the product and personality do the talking,” explains boohooMAN creative director Cleveland Buzby.

For the event, we opted for the patio and second level of the Rockwell Table & Stage in Los Angeles as the party venue. Garlands of balloons in black and white were personalized with BoohooMan stickers and oversized graphics and images from the photo shoot promoting the two-piece matching tracksuits were prominently displayed on walls in the alfresco area. Tables and chairs were arranged alongside cushioned benches with customized BoohooMan x SwaeLee branded throw pillows.

Since it was important to host a socially responsible event within COVID-19 restrictions, each attendee was gifted with a specially made black BoohooMan x Swae Lee face mask upon arrival. Influencers, as well as celebrities, such as American R&B singer/songwriter Tank and wife Zena Foster, made stops at the step-and-repeat that showcased the collaboration motif. Swae Lee arrived wearing one of the lightweight multi-functional sets made complete with his personal fashion flair. By the way, the short suits are perfect attire for Los Angeles summer weather! The collection boasts sets that are intended to mix and match in a variety of bold, tie-dye, and pastel hues all inspired by the eye-catching style of the singer.

Guests enjoyed scrumptious fare, DJ Casanova played favorite playlists, and partygoers sifted through pieces from the collection made available for guests’ perusing. I’m grateful I was asked to produce this launch party: celebrations have come to a halt and working on this intimate soiree was a reminder of how much I love what I do and how much I miss it. We are proud to say we made this happen within guidelines and provided a fun, safe atmosphere for those who attended. Bravo boohooMAN!