CREATIVE DIRECTION / FASHION DESIGN
RARE CULTURE LONDON
Fashion Design | Garment Construction | Creative Direction
RARE CULTURE LONDON
A Decade Of Creative Expression.
Independent fashion design, craftsmanship and creative direction.
THE STORY BEHIND RARE CULTURE LONDON
2015–2025 | A Decade of Creative Expression
Founded in 2015 by Simone Connell, Rare Culture London was an independent fashion label born from a vision to celebrate African and Caribbean cultural influences through contemporary fashion.
Beginning with a bold monochrome aesthetic inspired by the scarab motif, the brand evolved through vibrant, culturally expressive collections before embracing a more refined approach to design in its later years.
Blending traditional prints, contemporary silhouettes and experimental styling, Rare Culture London explored the relationship between heritage, individuality and modern fashion.
As founder, sole clothing designer and garment maker, Simone was responsible for translating creative concepts into finished garments, while also leading the brand’s styling, visual identity and creative direction.
Spanning a decade, Rare Culture London reflects an evolving design journey shaped by craftsmanship, cultural storytelling and creative exploration.
01 / BRAND ORIGINS — 2015
2015 — THE SCARAB ERA
The Beginning of Rare Culture London
Rare Culture London launched with a distinct monochrome identity centred around the scarab motif. Black and white graphic designs, accented with touches of gold, introduced a contemporary streetwear aesthetic rooted in cultural inspiration.
The original London rooftop campaign brought this vision to life through fashion photography and film, establishing the visual direction for the brand’s first collection
RARE CULTURE LONDON
Original Launch Campaign Film . 2015
02 / CREATIVE EVOLUTION — 2018–2022
COLOUR, CULTURE & CRAFTSMANSHIP
Heritage Reimagined Through Contemporary Fashion.
As Rare Culture London evolved, its creative direction embraced the vibrancy of African and Caribbean cultural influences through expressive prints, colour and contemporary silhouettes.
Traditional African wax-print fabrics were reinterpreted through modern streetwear and occasionwear, combining bold textiles with denim, structured designs and statement pieces.
This period represented a new creative chapter for the brand, exploring how cultural heritage and contemporary fashion could come together through original design, experimentation and craftsmanship.
PART A — CULTURAL EXPRESSION
African Print Meets Contemporary Streetwear
FROM CONCEPT TO RED CARPET
Bespoke Design & Garment Construction
A highlight of this creative period was a bespoke gown designed and made by Simone Connell for a cast member of Channel 4’s Gogglebox, worn at the BAFTA Television Awards.
From pattern preparation and fabric cutting to the completed gown and its red carpet appearance, this project demonstrates the journey from original design concept to finished occasion-wear.
PART B — DESIGN TO RED CARPET
The Making Of a Statement Gown
Bespoke gown designed and made by Simone Connell for Gogglebox cast member Mica, photographed at the 2022 BAFTA Television Awards.
Design credit: Women’s gown only
03 / THE FINAL CHAPTER — 2023–2025
GUAVA — A CARIBBEAN STORY
Heritage. Identity. Creative Evolution.
The Guava collection marked the final creative chapter of Rare Culture London, drawing inspiration from Simone Connell’s Caribbean heritage.
Returning to a bold, graphic-led aesthetic, the collection explored expressive typography, striking monochrome prints and contemporary silhouettes, reflecting the brand’s ongoing relationship with culture, identity and individuality.
GUAVA brought together the creative influences that had shaped Rare Culture London over a decade, representing the evolution of a brand built on cultural storytelling, independent design and creative expression.
A DECADE OF CREATIVE EXPRESSION
From the graphic streetwear of its beginnings to culturally inspired collections and contemporary statement pieces, Rare Culture London represents ten years of independent design, craftsmanship and creative exploration.
A journey that helped shape the creative vision behind Simone Connell Studio.