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ISAWITFIRST strengthens ties with the music industry with MOBO Awards sponsorship

Lauretta Roberts
03 December 2020

ISAWITFIRST has strengthened its ties with the music industry by become the first fashion sponsor of the MOBO Awards – the move is the beginning of a longer-term partnership with the awards ceremony that will result in a range of MOBO-inspired designs, sold in aid of the MOBO Trust.

The online fast fashion retailer previously ran its own talent search, First Look, and has worked with the likes of previous MOBO winner Emeli Sandé, so it said the sponsoring the Best Female category was "a natural step".

Founded by Kanya King, the MOBOs celebrate music of black origin from across the globe, encompassing contemporary and classic genres such as: grime, hip hop, R&B and jazz. Previous winners of the best female category have included Emeli Sandé, Lady Leshurr and Stefflon Don.

Due to the current climate the awards will be held virtually and live streamed on YouTube, broadcast on the BBC later that evening and the highlights shown on BBC iPlayer. The ceremony is set to be hosted by Maya Jama who ISAWITFIRST hopes to dress for the event along with the female nominees: Lianne la Havas, Mahalia, Tiana Major9, Ms Banks, Darkoo and FKA Twigs.

Kanya King , founder of the MOBOs says of the partnership: “We are pleased to be teaming up with ISAWITFIRST in our first fashion partnership. Not only because it adds an extra dimension to the show for our Best Female category, it also involves a longer term relationship that will see a range of MOBO-inspired designs in the months to come with part of the proceeds going to our charitable arm, the MOBO Trust, which supports talented young individuals in music and beyond.”

Leanne Holmes, ISAWITFIRST director of brand and buying added: “We are really excited to be partnering the MOBOs for the comeback show this year. It’s a great opportunity for us to marry our love for fashion and music and support an amazing institution who are doing great things for diversity and supporting young talent!”

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