2024 IMFC Incubator Program: Behind The Brands by FASHION by informa

2024 Incubator Program Behind the Brands

Behind the Brands –2024 Incubator Program

We’re proud and excited to take you along for the journey as we follow the incredible founders and brands in our current Incubator Program. The Program elevates designers of color and Black-owned brands with on-site presence and promotion at our live trade events, complimentary marketing opportunities and in seasonal editorials such as these. In addition, the Program also offers exclusive one-on-one mentorship opportunities. Each fashion and luxury business advisory expert works closely with every member of the Incubator Program before, during, and after our trade events.

From sports-inspired ready-to-wear to luxurious heirloom designs and nourishing skincare products, this group of founders has much to offer. Discover the magic of the current Incubator Program participants for yourself at FASHION by Informa’s upcoming trade events, MAGIC Las Vegas, PROJECT Las Vegas, and COTERIE New York.

In the meantime, read on to discover the brands, get a glimpse into their incredible entrepreneurial journeys, and find inspiring previews of what comes next.

ELAINE MENSAH

Incubator Program Mentor

Elaine Mensah is the founder and CEO of Showroom Etc., a business advisory firm and multi-brand showroom redefining the world’s relationship with African fashion and luxury. Prior to Showroom Etc., Elaine’s incredible experience included roles at Deloitte Consulting, the U.S. Small Business Administration, Cynthia Rowley, Fashion Group International, and more.

On Mentoring Brand Founders for the Incubator Program:

“The Incubator Program 2024 experience has truly been a remarkable one. This year’s cohort of brands and founders is innovative, business savvy, and integrous. They approached their experience with me with an open mind, a willingness to add to their knowledge toolkits, and a desire to elevate their brands within the industry. It has been my absolute joy to be a part of their journey and to be a support system for them through this experience.

“It has been my pleasure being the Incubator Program business mentor and I have been pleasantly surprised by the depths of the camaraderie among the brands, the sense of community, and the collective desire of everyone to see each other win. The group celebrations, the sharing of knowledge, and the unwavering support of the entire FASHION by Informa team surpassed all my expectations.”

On What’s Next:

“I’m excited for the industry to see the next iteration of design that the brands have to offer, the success stories from the retailers who took a chance on them, and the promise and inspiration they will be to the next generation of brands.”

BEN ONI

@benonijewelry

MAGIC Las Vegas February 2024 + August 2024

Founded by Ashley Newman, Ben Oni is an jewelry line deeply rooted in the relationship between creativity and resilience. The mood-inspired designs present one statement after another, honoring the pursuit of self-expression and individual taste.

On The SS 25 Collection:

“We’re excited to showcase an eclectic range of waterproof chain styles designed to adorn every part of the body—from bracelets and belly chains to anklets and more. This season, we’re pushing the boundaries of traditional fashion jewelry by offering pieces that are not only stylish but also highly durable. We are also excited to debut our first collection of tarnishresistant charms and pendants, adding a touch of uniqueness and encouraging self-expression. We aim to deliver a collection that complements a sexy summer vibe, ensuring customers look and feel fabulous wherever their day takes them.”

On The Long-Term

On The Long-Term Vision:

Vision:

“Our primary goal for the future is to add a men’s collection and age-appropriate jewelry for children. By designing with this inclusivity in mind, we aim to broaden our audience and ensure everyone can find something they love in our collections for themselves and for their loved ones.

“Additionally, this season at MAGIC, we eagerly anticipate connecting with retailers. We want to expand our presence in stores that align with our brand ethos and reach more customers who will be thrilled to have found us,” says Newman.

B’FLY BY STACI SHERRI

@stacisherri

MAGIC Las Vegas February 2024 + August 2024

B’Fly by Staci Sherri is an energizing lifestyle brand of body care products, athleisure, and high-design ready-to-wear. The brand’s namesake founder amplifies and celebrates themes of confidence and personal style.

On The SS 25 Collection:

“For Spring/Summer 2025, B’Fly by Staci Sherri is all about revitalization and rejuvenation. Our theme centers on BloomingRadiance, inspired by the natural renewal and vibrant energy of the season. We are focusing on formulations that not only nourish the skin but also uplift the spirit,” says Sherri.

“Key ingredients for this season include:

Shea Butter: Rich in vitamins and fatty acids, it deeply moisturizes and nourishes the skin, leaving it soft and supple. It’s a cornerstone in our body butters and soaps.

Baobab Oil: This oil is celebrated for its antioxidant properties, helping to cleanse and exfoliate the skin, leaving it refreshed and revitalized. It’s a key ingredient in our black soaps.

Moringa Oil: Packed with antioxidants and vitamins, moringa oil protects the skin from environmental damage and helps reduce the appearance of wrinkles and fine lines. It’s featured prominently in our black soap tub.

Lavender Essential Oil: With its calming aroma, lavender essential oil promotes relaxation and relieves stress. It also has antibacterial properties that can help soothe minor skin irritations. Lavender is a cherished component of our body butters.”

On Making An Impact:

“B’Fly by Staci Sherri is deeply committed to creating conscious beauty that loves the community as much as your skin,” explains Sherri. ‟Our Our products are handmade in partnership with the locals of Tamale, Ghana. This collaboration goes beyond just creating high-quality skincare products; it’s about fostering sustainable growth and providing economic opportunities for the Tamale community.

“By sourcing ingredients like shea butter, baobab oil, and moringa oil locally, we ensure our production methods are ethical and sustainable. This not only supports local farmers but also helps preserve traditional methods of cultivation and extraction.

“Moreover, our partnership with the Tamale community is built on principles of fairness and mutual benefit. We reinvest a portion of our profits back into the community to support educational programs, healthcare initiatives, and infrastructure development. Our goal is to empower the locals, providing them with the tools and resources they need to improve their quality of life.

“At B’Fly, we believe true beauty lies in generosity and love. By choosing our products, customers are not just investing in their skin but also contributing to the well-being of a vibrant community in Ghana.”

BESIDA

@shopbesida

PROJECT Las Vegas February 2024 + August 2024

Founded by Sophia Danner-Okotie, Besida is an Atlanta-based apparel and accessories brand featuring beautiful designs that are ethically produced in Nigeria. Besida’s factory and talented tailors are based in Benin City, DannerOkotie’s hometown.

On the FW 24/25 Collection:

“This collection was inspired by my trip to Botswana a few years ago years ago,” shares Danner-Okotie. The country has the most beautiful sunsets and the people have a deep respect for wildlife. You’re going to see some familiar animal prints in this collection, but also some inspiring colors that depict the beautiful skies and energy during a Botswana sunset.”

On Balancing Seasonal and Signature Aesthetics:

“I’m very particular about the colors I use on the prints we produce, and I make sure we incorporate seasonal color trends in them,” explains Danner-Okotie. However, I loosely follow the style trends. Instead, I follow the current events and what women will need in this season. For example, during COVID, I introduced our Afrobes (kimono-inspired jackets) which resonated well with women who were adapting to remote work and seeking comfort. Looking ahead to the upcoming season, I am inspired by the growing curiosity among women to explore the world around them and the excitement that comes with it.”

BISKUIT PARIS

@biskuitparis

PROJECT Las Vegas February 2024

Biskuit Paris is a French contemporary activewear brand launched in 2009. Biskuit Paris has a limited-edition business model, launching new capsule collections every three months as way to “combine originality and minimalism.”

On the Brand’s Story:

“Biskuit Paris is first and foremost the story of its founder, a young, self-taught entrepreneur with a passion for fashion who decided in 2009, with no previous experience in the fashion world, to make his dream come true by creating his own readyto-wear brand,” shares Chrystelle Makota, sales and marketing at the brand.

“An ambitious project for this young self-taught man from the Paris suburbs, who invested his savings and put all his energy into his project. Armed with audacity, optimism, determination and patience, he gradually surrounded himself with a team of young talents and industry professionals, with whom he developed the Biskuit Paris brand. An ethical casual premium ready-to-wear brand with urban influences.”

EUMELANIN

@eumelanin_

PROJECT Las Vegas February 2024 + August 2024

EUMELANIN celebrates and elevates Black and Brown beauty through designs inspired by science. Founded by chemist and designer Deirdre Roberson, EUMELANIN honors melanin-rich skin tones and challenges traditional beauty norms with high-quality apparel, jewelry, and luxury leather goods infused with the chemical structure of melanin to symbolize their commitment to inclusivity and representation.

On What’s New:

“EUMELANIN is gearing up to release a smaller version of our popular HEX Bag,” shares Roberson. ‟This new design maintains the same quality and luxury as the original large HEX Bag, which went viral in 2022. The HEX Mini Bag is our most requested item from customers and supporters, designed to fit an iPhone, making it perfect for a night out or red carpet events. The HEX Mini handbag will be on display at the PROJECT show this August in Las Vegas for the first time ever to the public.”

On Brand Vision:

“The long-term vision for EUMELANIN is to become a leading luxury fashion brand that not only offers high-quality, culturally resonant products but also champions inclusivity and representation in the fashion industry. We aim to expand our product line, increase our global presence, and continue telling the stories of black fashion pioneers. Our mission is to inspire and empower black and brown communities, challenging traditional beauty norms and honoring melanin-rich skin tones through innovative and exquisite designs,” says Roberson.

FURI SPORT

@furisport

PROJECT Las Vegas February 2024 + August 2024

Founded by Erick Mathelier and Michelle Spiro, FURI Sport is a dynamic brand of tennis equipment, fashion, and lifestyle products that turns heads on and off the court. FURI Sport partners with urban sports programs in underpriviliged neighborhoods to bring the world of tennis to more youths and help shape a more equitable future.

On the SS 25 Collection:

“We are super excited to be launching our technical performance apparel line, “FURI Tek”, which incorporates a relatively new fabric to the performance apparel world. FURI Tek is our innovative fabric technology that moves moisture in one direction, away from the skin, keeping active users drier and more comfortable than the regular wicking materials that are currently on the market. Lab tests have shown the fabric is 100x more effective after 25 washes compared to others offered by established industry brands,” explains Mathelier.

“We wanted to design a line that combined function with fashion, yet felt elevated, but also had distinctive shapes and subtle touches that would set us apart in the marketplace. We are excited to share the collection with the world.”

On Fashion and Sports:

“Tennis can have a cultural impact similar to basketball’s. Historically, tennis and fashion have always been intertwined. For example, the Adidas Stan Smith sneakers started as tennis shoes but are now iconic lifestyle sneakers. The tennis bracelet and tennis-inspired skirts and dresses have become everyday fashion staples. In the future, I see tennis and fashion becoming even more interconnected, with their influence growing in both industries,” says Mathelier.

LEE RICKIE COLLECTION

@leerickiecollection

PROJECT Las Vegas February 2024 + August 2024

Lee Rickie’s premium menswear brand blends the creativity of California with global style for highly desirable looks loved and worn by many celebrities. With a commitment to high-end textiles, pushing the boundaries of modern fashion, and delivering unparalleled service, Lee Rickie Collection has reimagined and redefined the world of menswear.

On the SS 25 Collection:

“This men’s resort line embodies a fresh rebirth of style and elegance. We’ve used premium textiles like lightweight knits, breathable cottons, and luxurious silks to create pieces that are perfect for any getaway,” explains Rickie. Each garment features meticulous detailing, from intricate embroidery to bold prints, ensuring you stand out effortlessly. Discover a blend of comfort and sophistication with designs inspired by the natural beauty of coastal landscapes.”

On Inclusion in the Incubator Program:

“The most exciting aspect is the extensive support provided, both during and after the show. From mentorship sessions to marketing guidance, the program ensures we have everything we need to succeed. The sense of community and belonging among fellow brands is truly inspiring, fostering collaboration and shared growth,” shares Rickie.

“Moreover, the exposure this program offers to young brands is invaluable. It opens doors to new opportunities, industry connections, and potential partnerships that can elevate our brands to the next level. And there is no gatekeeping, organizers are willing to share information which is such a breath of fresh air for this industry. Being part of this program is a significant milestone for me and my journey with LRC.”

MODRN STUDIO

@modrn_studio

PROJECT Las Vegas February 2024 + August 2024

Dana Daniels launched MODRN Studio with the dream of offering better scrubs to healthcare professionals. However, she soon decided it would be best to emphasize their need for self-care, expanding the brand to offer elevated, comfortable athleisure, activewear, and loungewear for all in fantasticfeeling fabrics.

On the SS 25 Collection:

“I set out on expanding the collection to offer a wider array of choices, with emphasis on diversity and versatility of color and fabric,” says Daniels. ‟The line is comprehensively curated and designed to encourage the art of mixing and matching pieces, offering a playground of possibilities. By keeping a pulse on market trends, I have woven contemporary color palettes into each piece. The collection showcases premium cotton, vibrant hues, and a fresh and elevated approach to our wardrobe essentials.

“Throughout the sourcing process, I focused on selecting sustainable, certified fabrics. Although finding the perfect fabric can be a tedious process, it remains essential to ensure a high-quality experience each time our customers wear MODRN STUDIO.” — Dana Daniels, Founder, MODRN Studio

On the Long-Term Vision:

“Engaging in insightful conversations with retailers has affirmed positive reception to the current direction of the line. My focus is deeply rooted in this transformative phase and this positive feedback fuels my focus and dedication to the current trajectory of the brand. Looking ahead, my vision is to continuously design innovative and unique silhouettes, expanding the collection, and growing MODRN STUDIO’s wholesale presence,” shares Daniels.

“I am eager to creatively push the boundaries in future campaigns and see the brand worn and embraced by a growing global audience making my designs wardrobe staples worldwide.”

48 CARATS

@48.carats

PROJECT Las Vegas February 2024

Luxury French streetwear brand, 48 Carats was founded by Clyde Longa Lancini. Sales and marketing for 48 Carats, Chrystlle Makota describes the founder, “Clyde Longa Lancini, is a Franco-Italian-Cameroonian, he relies on his rich and multicultural origins. Having an entrepreneurial soul with versatile experience in several sectors of activity, he decided to excel in fashion and launch 48 Carats. A true fashion aficionado, his approach to design is innovative and conscious.”

On the brand’s inspiration:

“The brand[’s] creators are devoted to fashion art. It is this enthusiasm and love for la MODE, that they profusely share with their strong community around the world,” says Makota.

ASANTII

@asantii_official

@asantii_official COTERIE New York February 2024 + September 2024

COTERIE New York February 2024 + September 2024

Founded by Maryse Mbonyumutwa, ASANTII is a women’s contemporary apparel brand that “celebrates African heritage and artisanship with our effortless silhouettes,” notes Funmi Daniel, Asantii’s Business Operations Manager. “Designed by a talented team of designers from across Africa and sustainably made in Rwanda, our joyful collections explore the continent’s creative landscape through a global lens.”

On the company’s vision and infrastructure:

“With over two decades in the fashion industry [experience], Maryse Mbonyumutwa understood its potential for job creation in Africa,” explains Daniel. “She set her sights on creating a global fashion brand rooted in the continent. Establishing a manufacturing infrastructure was the initial step on this unchartered path where Maryse’s company, Pink Mango in partnership with C&D in 2019 opened the first of four factories in her native Rwanda.

Today it employs over 5,000 staff, predominantly women. The business not only serves its export customers but improves the lives of its workers by providing them with careers and caring for their families, health and wellbeing through their Pink Ubuntu initiative. In 2022, through the development of a specialised atelier, they can now also cater to the needs of premium African brands and support the continent’s fashion ecosphere, solely owned by Maryse Mbonyumutwa.

“In the summer of 2020, [a] luxury brand executive joined Maryse to build a dream team, a collective of designers and collaborators across Africa as well as supply and development experts in London. Drawn to the project by its spirit of Ubuntu, together they shaped Asantii, a beautiful fashion brand from Africa to the world.”

BUSAYO

@busayoworld

COTERIE New York February 2024 + September 2024

On Transforming A Career

In Law To Fashion:

captured a vibrant energy and yet worked for corporate

“[My] entrepreneurial spirit led [me] to seek out mentorship and education in the business of fashion, taking classes at FIT and immersing [myself] in the industry. [I] built [my] brand from the ground up through grassroots efforts and communitybuilding, using pop-ups in New York, Miami and Los Angeles to develop a loyal following. I wanted to create dresses that captured a vibrant energy and yet worked for corporate spaces,” shares Olupona.

On What’s Next:

A former corporate lawyer, Busayo Olupona was looking for apparel that was “colorful, connected to her spirit and energy.” Olupona launched her namesake brand in 2013 which has since been worn by celebrities such as Madonna, Gwyneth Paltrow, Dr. Angela Davis, Lupita Nyong’o, Kelly Clarkson, Keke Palmer, Ms. Alfre Woodard, Uzo Aduba, and Wunmi Mosaku. most

“We are creating a manufacturing infrastructure in Nigeria and developing economic opportunities in Nigeria, the most populous country on the African continent,” shares Olupano. “We have created 30 jobs currently as we scale and our intention is to deepen economic development in Nigeria and create great jobs while helping people look amazing.”

CHRISTIE BROWN

@christiebrowngh

COTERIE New York February 2024 + September 2024

Founded by Aisha Ayensu, Christie Brown is a Ghanaian luxury fashion brand that celebrates African heritage and craftsmanship. Christie Brown’s haute ready-to-wear collections feature a striking, signature aesthetic centered on confidence.

On the SS 25 Collection:

“Our collections, season after season, are quite prophetic about where “our woman” is at a particular point in her life… what is motivating her, how is she feeling and what is her state of mind. For SS 25, she’s feeling a deep urge TO MOVE; to stay agile and relentless at doing the things that make her feel fulfilled,” explains Vanessa Bannerman, Chief of Global Markets, Retail and Merchandising at Christie Brown.

“This sentiment birthed a collection which celebrates athleticism and refined style; where the energy of sports meets the sophistication of our brand. You will see traditional embroidery techniques interpreted through a modern lens and the use of high quality, performance-driven fabric translated into sophisticated silhouettes while prioritizing movement.”

On Balancing Seasonal and Signature Aesthetics:

“As a brand, we pay attention to the seasonal trends and colors, however, you will always find us interpreting these trends through the lens of the woman we serve,” says Bannerman. ‟She is at the heart of all we do; so in design, you will always find us asking, ‘How would she incorporate this trend into her life and how will wearing this make her feel like the best version of herself?’ This is a skill we have perfected over the years. It comes from a deep knowledge and understanding of “The Woman”.

JIAMINI

@jiaminikenya COTERIE New York February 2024 + September 2024

Jiamini is a family-run accessories brand founded by Jennifer Mulli with the intent of preserving traditional African heritage through timeless craftsmanship and techniques. Their jewelry, bags, belts and other accessories are attractive, comfortable to wear, and incorporate high-quality, renewable resources.

On the SS 25 Collection:

“This season, we’re presenting the theme of “SELF-ASSURED GRACE”. Here, echoes of the subconscious become a visual language giving each piece the empowering voice of the person wearing it. Inspired by the power of symbols and symbolism, our Spring/Summer 2025 collection nods to the diverse global woman: confident, empowered, and feminine, who embodies a unique balance of vulnerability and strength,” explains Mulli.

“To achieve the exceptional, technique is married with a blend of exquisite raw materials. Swathes of ethereal natural fibers are combined with wool, leather, and metal hardware, creating a wave of softness and strength across the accessories, while pure, light, and minimal metals take center stage across the jewelry pieces.”

On

Balancing

Seasonal and Signature Aesthetics:

“The constant pillars and the DNA of our brand is to preserve our traditions, craftsmanship, and heritage. This is our starting point each season. We find new innovative ways of manipulating age-old traditions and techniques to create exceptional, unique pieces, that are fully if not partly made by hand,” shares Mulli.

“With consideration to seasonal trends, an additional color or material may be included in our collections, while still staying true to our brand’s values, the one thing that forever remains constant and evident each season — our commitment to preserving our tradition, craftsmanship, and heritage.”

MABEL BREMPONG

@themabelbrempong

COTERIE New York February 2024 + September 2024

Founded by Sandra Owusu-Antwi, Mabel Brempong is an uplifting, luxurious fashion brand manufactured by artisans in Italy. Collections filled with beautiful, sustainable heirloom pieces combine timeless design motifs and whimsical elegance.

On the SS 25 Collection:

“Our Spring/Summer 2025 Cultivate Edit, is an extension of our beloved Wildflower Edit — inspired by the plains of Namaqualand in South Africa, it tells a story of transformation and resilience. It celebrates how a dry and deserted land comes alive in spring, unveiling a carpet of unimaginable beauty,” explains Owusu-Antwi.

“Born out of grief and loss, The Cultivate Edit serves as a reminder for every woman that no matter how difficult or unforgiving life may seem, there will always come a time when they will bloom. A wildflower bravely grows in her own time and in her own way, no matter where she is planted. We believe that when women embrace their uniqueness and power, it cultivates a beautiful environment to grow in strength and authenticity, and, wonderfully, it frees others to do the same.

“We’ve infused floral-inspired shapes and lines into our pieces, particularly with our voluminous silhouettes, layering details, pleats, and curves, reflecting the intricate structures of wildflowers to create a dynamic and captivating aesthetic.

“Key themes include natural beauty, growth, and freedom. We use fabrics such as cotton, silks, and linen to mirror the textures and movements found in nature, allowing our pieces to flow gracefully like flowers dancing in the breeze while maintaining their structure. Our color palette features fresh spring and summer hues — blues reminiscent of clear skies, and pops of yellow, fuchsia, coral, and green representing the vibrant flowers scattered across the Namaqualand landscape.

“Our original, hand-painted floral print for this edit builds on our previous Bloom print, capturing the emergence of flowers in spring symbolizing growth, beauty, and the freedom to thrive.”

On FW 24/25 Collection:

“We are thrilled to announce the launch of our new website, designed to elevate the shopping experience for our customers while sharing stories that inspire our brand and collections.

“Our long-term vision for Mabel Brempong is to continue empowering women globally through our timeless, premium designs that celebrate personal journeys and authenticity. We remain deeply committed to sustainability and equity, ensuring every piece we create honors these values.”

Learn more about our events in Las Vegas and New York.

Brands interested in being considered for upcoming Incubator Program opportunities are invited to APPLY HERE

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