We recently connected with Candy Graham and have shared our conversation below.

Alright, Candy thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

I was born in Nigeria but grew up in London, UK, a vibrant city that inspired my passion for celebrating cultural heritage through fashion. However, I became increasingly frustrated by the lack of cross-cultural events and the way the diaspora was losing touch with their cultural roots, especially regarding traditional clothing. I often saw cultural fashion either appreciated superficially or deeply westernised in mainstream fashion shows, while traditional fashion events were limited to small-scale community gatherings. This segregation in cultural celebrations made me realise there was a pressing need for a more inclusive platform.

This frustration sparked the idea for Cultural Style Week, a movement designed to encourage everyone to wear clothing that represents their heritage from 21 to 27 May, aligning with the UNESCO World Day for Cultural Diversity. The aim is to celebrate our diverse backgrounds while fostering a sense of community.

Cultural Style Week also seeks to spotlight cultural designers who are often overlooked in mainstream fashion. I recognised a significant gap in the fashion industry—a lack of platforms dedicated to celebrating diversity in a meaningful way. Cultural Style Week not only honours our traditions but also creates connections among people from different backgrounds. It’s a worthwhile endeavour that strives to preserve our cultural heritage for future generations while bringing communities together in celebration of their identities. Our inaugural Expo in 2024 featured an array of traders, fashion shows, and cultural performances, attracting over 2000 attendees.

The Cultural Style Week movement has become a vibrant celebration of heritage, showcasing the richness of cultural expression beyond the confines of traditional events and I very excited about the future.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m Candy Ellie Graham, a Nigerian-born mumpreneur based in London, passionate about diversity and cultural representation. I launched Cultural Style Week on May 21, 2022, to encourage people everywhere to celebrate their unique cultural heritage through fashion, hair, and beauty, in alignment with the United Nations’ World Day for Cultural Diversity.

Since then, Cultural Style Week has become a global movement, promoting cultural tolerance and unity. I also founded Cultural Fashion & Arts CIC, where we create educational resources and host events that celebrate diversity, like a docu-film on Creole Caribbean fashion and fashion shows at Diwali and Eid in Trafalgar Square. Through all of this, I’m driven to make inclusion a priority across society.

Can you share a story from your journey that illustrates your resilience?

What may appear as an overnight success to many has actually been 15 years in the making. My vision for a platform celebrating diverse cultures began in 2008 with an online platform dedicated to showcasing diverse fashion and beauty. At that time, I received funding, secured office space, and assembled a small team. However, due to personal reasons, I had to step away, which left me feeling like a failure and as though I had missed a significant opportunity. The truth is, the timing simply wasn’t right for me.

In the years following my initial platform, I launched another venture called StylxMag, where I gained invaluable skills in marketing, production, and events—knowledge that would later prove vital for Cultural Style Week.

I wish I could say the launch was smooth sailing, but the reality has been filled with challenges, including multiple funding rejections, plagiarism, startup debt, burnout, and partnership conflicts.

Throughout this journey, I’ve learned the importance of resting and reflecting, allowing myself to recover before pushing forward. Currently, I balance this venture with freelance contractual work, which requires effective time management.

My resilience shines through in my ability to view setbacks as opportunities for growth. While some lessons have been costly and emotionally taxing, I am grateful for the chance to learn and continue moving forward.

Any insights you can share with us about how you built up your social media presence?

Social media has been pivotal to the success of my brand, transforming a London movement into an international one. Initially, my strategy focused on a professional approach to branding and messaging, but I quickly realised it missed the mark in connecting with my audience.

What truly made a difference was showcasing real people and sharing their beautiful stories about their heritage and how they express it through fashion. These authentic videos resonated with viewers and many went viral. Since then, my social media strategy has shifted to be more visually led and personable, fostering genuine connections with the audience.

For those just starting to build their social media presence, I advise focusing on authenticity and storytelling. Share relatable content that reflects real experiences, as this is what truly engages and resonates with your audience.

Contact Info:

• Website: https://www.culturalstyleweek.com/
• Instagram: https://www.instagram.com/culturalstyleweek/
• Facebook: https://www.facebook.com/CulturalStyleWk/
• Linkedin: https://www.linkedin.com/company/cultural-style-week
• Twitter: https://twitter.com/culturalstylewk
• Youtube: https://www.youtube.com/c/CulturalFashionStyleWeek
• Other: http://tiktok.com/@culturalstyleweek

Image Credits

No attribution has been requested for images shared