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Dazed Live: A Masterclass in Real-Life Brand Building

October 18, 2021 Carla Seipp
October 18, 2021
Dazed

Dazed Media, birthed with the first publishing of Dazed & Confused magazine by Jefferson Hack and Rankin in 1991, has grown from indie effort to an omnichannel empire, all while keeping its finger on the pulse of youth culture and style. Since its humble beginnings in Old Street, before Shoreditch became the Silicon Valley of London, with a heavy metal entrance door included—which pop culture aficionados claim is spoofed in the British sitcom Nathan Barley—to its current imposing structure at 180 The Strand, the publishing house had an impressive expansion, currently helming publications (whether online or in print) such as AnOther and Another Man, Dazed Digital, Dazed Beauty, and Nowness.

This weekend saw an in-person activation celebrating 3 decades of disruption in the form of Dazed Live, a series of 50 workshops and panel discussions running the gamut from lessons in drag queen makeup with Drag Race alumni A’Whora and Vanity Milan to recreating Rihanna’s cover look using Fenty Beauty and Skin for the autumn 2021 issue, with all ticket sales benefitting the UK’s leading youth homelessness charity, Centrepoint.

“To mark Dazed’s 30th anniversary we are creating a communal space—in real life—for young people to be together and exchange ideas and express themselves. Dazed Live is a chance for the future generation to meet, create and accelerate,” explains Editor-in-Chief Ibrahim Kamara. “It wouldn’t be a Dazed event without the convergence of music, fashion, and art. From Dazed merch to live DJ sets and art installations, the strength of the Dazed brand lies in its ability to anticipate the needs and desires of its consumer audience—a kaleidoscopic fusion of cultures, sexual orientation, gender identities, and creativity—while remaining authentic to the subversive roots which made it a household name.”

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