BRAND MARKETING, COMMUNICATIONS SPECIALIST.
CULTURAL COMMENTATOR / PODCASTER / AFRICAN CREATIVITY & FASHION EXPERT
BIOGRAPHY
Arieta Mujay is a marketing creative consultant that has been working in Marketing communications at various capacities for the last 15 years across in the UK and across Africa. Her work is focused on Brand Marketing, PR & Communications, building campaigns both online and offline for Global retailers and e-commerce start ups in the UK.
Working for retailers such as NEW LOOK, BOOHOO.COM AND RIVER ISLAND, Arieta is able to build brand marketing and communication strategy that is implemented globally but with local nuances.
In August 2012, Arieta embarked on a solo trip across Africa to understand the business of fashion, visiting 10 countries over 4 weeks. As a result, she consulted for the Ethical fashion initiative, a UN incentive which supports local artisans in Africa and produced research papers for the UK trade and investment on Market entry into West Africa after in-depth research into retailing in West Africa and the opportunities.
In her role as HEAD OF PR for River Island, she was selected to go on tour with Rihanna to work on the promotion of Rihanna’s first foray into fashion - her collaboration with River Island which produced 4 collections in 18 months.
On leaving her Role at River Island, Arieta launched AFRICAN CREATIVE COLLECTIVE, an agency focused on nurturing creative talent from Africa and seek out collaborations and partnerships in the west. At the same time, she was a contributing writer on “Afro hair and Beauty for Cosmopolitan online.
An African fashion Nomad, Arieta Is a veteran stylist and producer of fashion Shows across Africa. Working on Arise fashion week Lagos, AFI Mercedes benz fashion week in Johannesburg and Capetown South Africa and on Lagos fashion week creating the daily media alert which is a round-up of the shows.
In collaboration with the NOW GALLERY London, Arieta went on to curate "HOMECOMING" an Installation with Yinka Illori, one of the UK's most exciting Furniture and Upscaling designers which focused on the importance of the "living room" in African culture.
Arieta coined the term “AFREATICA” which is a philosophy that explores the feeling and aesthetic behind breaking the perception of Africa as being seen as one homogenised continent from a fashion and cultural point of view.
She continues to create content and advise African retailers and Businesses on market entry and penetration, helping build and shape the business.
She moved to Malmo Sweden in NOV 2018 and is currently working on creating a body of work on the business of Fashion in Africa travelling across the continent to interview creatives as well as working with the NOW Gallery on “COMMON THREADS” another installation and with Malmo Moderna Museet and Migrants Memories Encounter MME in Malmo Sweden.
