At Lyle & Scott, we believe in the power of music, fashion, and culture coming together to tell powerful stories. Our latest collaboration—featuring footballer Alex Iwobi alongside musical powerhouses Ramz and ODUMODUBLVCK is a testament to that belief.
This project was more than just a music video; it was an expression of identity, unforgettably blending British and Nigerian cultures.
We were behind the scenes, capturing every detail: the energy, the creativity, and the raw authenticity that made this shoot so special. Lyle & Scott wasn’t just providing the clothing; we were shaping a cultural moment.
This promo was designed as a performance-based film, weaving in wealth, individuality, poker, and culture themes. A grand country manor was selected as the backdrop—juxtaposing traditional British settings with global fashion influences and traditional Nigerian smart attire.
Each artist performed in a unique setting that reflected their style, while shared chorus scenes reinforced the fusion of cultures.
The use of 16mm film added a raw, cinematic texture, shifting the aesthetic away from hyper-stylised modern music videos and into a timeless, casual world.
From the moment the cameras started rolling, we could feel the magic in the air. Alex Iwobi, with his effortless confidence, embodied the balance between British streetwear and Nigerian pride.
Ramz infused the energy of UK rap, making each scene feel personal and dynamic. ODUMODUBLVCK, with his unapologetic Nigerian influence, commanded the screen, adding a raw intensity that made every shot electric.
For us, this wasn’t merely about dressing the artists—it was about amplifying a story. Every Lyle & Scott piece worn on set reflected both the heritage of our brand and the evolution of contemporary style. From classic knitwear to modern layering, our pieces effortlessly bridged the gap between tradition and street culture.
The contrast between polished British backdrops and the bold, global fashion influences in our designs mirrored the larger themes of the video. It wasn’t just about what was worn, it was about what it represented.
Being on set was an experience we won’t forget. The camaraderie between Alex, Ramz, and ODUMODUBLVCK was inspiring. Every interaction, every spontaneous creative decision, contributed to an authenticity that can’t be manufactured.
Our team captured it all, ensuring the behind-the-scenes moments, the ones that don’t always make the final cut—were just as memorable. Seeing these artists bring their style to life in Lyle & Scott made us even prouder of what we stand for.
This project speaks to the evolving landscape of British identity. Cultures no longer exist in isolation—they blend, influence, and grow together. This music video isn’t just about beats and lyrics; it’s a reflection of that beautifully diverse reality.
For us, being part of this moment is more than exposure—it’s a statement. Alex Iwobi, Ramz, and ODUMODUBLVCK represent a generation that refuses to be boxed in. As a brand that has always embraced evolution, we’re right there with them.
As the final scenes fade, one message remains clear: this is the future. It’s fearless, dynamic, and exactly where we belong. Just like Lyle & Scott.
