Artclub and Friends talk music, fashion, and collaboration with Kujenga

Founded in November 2016 by Robyn Keyser, Artclub and Friends has always stood by its ethos of making clothes “by artists, for artists.” Independent, collaborative, and deeply rooted in sustainability, the brand has become known for weaving creativity across disciplines, and their latest capsule is no exception.

With Crescendo, a collection created in collaboration with jazz ensemble Kujenga, Artclub pushes the conversation between fashion and music into bold new territory. The capsule draws on the rhythm, improvisation, and emotional depth of jazz, translating those qualities into garments that feel alive with movement and meaning. For Artclub, clothes aren’t just stitched fabric, they’re notes, rhythm, and performance.

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In this exclusive Q&A with GLAMOUR, Artclub and Friends share how music has become foundational to their design process, why Crescendo is both a metaphor and a mission, and how their partnership with Kujenga reflects a new way of thinking about creativity, sound, and style.

GLAMOUR: How would you describe the relationship between fashion and music in your creative process at Artclub and Friends?

Artclub and Friends: The relationship between fashion and music is foundational. It’s how we think, create and move. Unlike traditional fashion houses, Artclub operates more like a jazz session than a boardroom. There’s rhythm, improvisation, trust and deep listening between collaborators. Music, especially jazz, reminds us that creativity isn’t linear; it swells, pauses, shifts tempo and that’s exactly how our design process works. “The Crescendo Capsule”, created in collaboration with Kujenga, is a perfect example of this dialogue: garments as notes, styling as composition and the collection as one shared performance.

Artclub and Friends's collaboration with Kujenga, Image: Supplied

GLAMOUR: How did the collaboration between Artclub and Friends and Kujenga originate — was it a creative coincidence or a more intentional partnership?

Artclub and Friends: The collaboration between Artclub and Friends and Kujenga was very intentional but it started with something as organic as a conversation in our studio. We were deep into thinking about rhythm, growth and creative energy when the idea of working with Kujenga came up. From there, it just made sense. “Crescendo” is both metaphor and mission. Like the gradual build-up in a jazz composition, this collection marks a climactic moment in both our journey and Kujenga’s. It’s about sound meeting style and two creative forces moving in harmony toward something bigger. Both jazz and fashion thrive on rhythm, improvisation and individuality.

GLAMOUR: What common language have you discovered between your two worlds during this collaboration?

Artclub and Friends: What we found is that both jazz and fashion speak in feeling more than words. While we were recording in the studio with Kujenga, we noticed how they built music layer by layer — sometimes planned, sometimes spontaneous —and that mirrors exactly how we design. There’s rhythm in the way a garment moves, just like there’s rhythm in how a melody builds. The common language here is freedom: to create, to respond, to trust instinct. That was the most beautiful part of the collaboration: realising we were saying the same thing, just through different mediums.

GLAMOUR: Have you seen a shift in how younger audiences engage with fashion through music, especially with the influence of live sessions or genre-blending?

Artclub and Friends: Definitely. We’ve noticed that younger audiences are gravitating more and more toward fashion that feels like sound —not just in aesthetic, but in emotion. With the rise of live music sessions and genre-blending, style has become even more fluid. You see someone in wide-leg trousers and a structured jacket and immediately pick up a genre that it can relate to such as jazz, soul or techno references. It’s no longer about dressing for a trend; it’s about dressing to reflect your personal playlist. Music isn’t just something they listen to, it’s something they wear.

A musical experience with Kujenga, Image: Supplied

GLAMOUR: How important is sound in setting the mood of a collection?

Artclub and Friends: Setting the mood for a collection means paying attention to all the senses. Sound, especially, plays a central role. It can shift how we think and it can influence the emotion behind our work. For “Crescendo”, sound wasn’t just a background detail, it was the heartbeat. That’s why we partnered with Kujenga in the first place. Their music shaped the energy of the clothes and the campaign. It felt only right that we invested in their next project by collaborating with Concept Records and using our marketing budget to record the sound that elevated the soul of this collection.

GLAMOUR: How do you think music influences how people dress?

Artclub and Friends: The insight for us is simple: the way you dress could say something about the music you listen to. Whether consciously or not, people are drawn to certain silhouettes, textures or moods based on the sounds that influence them. Music influences attitude and attitude shows up in how we get dressed. Just like jazz, personal style is an act of expression. It’s like rhythm that’s visible.

Original article appeared on GLAMOUR's Women's Month Issue 2025, Available at selected stores NOW!!