Timberland and Balamii celebrate the “Advice of an Icon” Campaign During London Fashion Week
Last night during London Fashion Week, Timberland celebrated the global launch of the brand’s Fall/Winter 2025 campaign “A d vi ce of an I con” with a bold and immersive experience at Village Underground, Shoreditch. The event, with more than 600+ attendees, paid tribute to Timberland’s heritage of resilience, innovation, craft and the Original Yellow Boot™.
At the centre of the night was Skepta, whose performance carried the same influence that’s taken grime from London streets to the global stage. As a key figure in the campaign, his presence cut across music, fashion and art, setting the tone for an evening that celebrated independence, creativity and impact. Through raw performances and an immersive studio installation, the night spotlighted London’s next wave of creatives, pushing the crowd to rethink what it means to claim icon status.
Another stand out moment came when Big Zuu, Jayahadadream and Miss Banks each stepped up for their own surprise cypher, delivering raw, unfiltered performances that energised the crowd even further. These unannounced sets added a sense of unpredictability and power, mirroring the campaign’s spirit of independence and reinvention.
For the event, Village Underground was transformed into a fully functioning recording studio, with a striking glass cube at the centre. This showpiece evolved throughout the evening: starting as a creative space, transforming into a freestyle stage, and culminating as a headline DJ booth. Each phase was intentionally designed to move, engage, and bring the crowd together, mirroring the campaign’s focus on evolution. A line up of boundary pushers filled the space, with the room buzzing from a mix of fashion insiders, grime heavyweights and digital creators shaping the scene today. Skepta, Gabriel Moses, Novelist, M1onTheBeat, MsBanks, DC3, Strands, Finesskid, Jayahadadream, Lost Girl, SL, Deedot, Jammer, Clint 419 and streamers Samham, Tyrone1mc, and Billy The Goat were all in attendance, creating a rare crossover moment where fashion, music and entertainment collided under one roof. With camera flashes popping, mini-mic interviews rolling and content captured at every turn, the night became a living snapshot of culture right now.
In collaboration with Balamii Radio, grime legend Novelist, and acclaimed producer M1onTheBeat, Timberland launched a music competition leading up to the event, searching for London’s next rising icon. Aspiring artists were encouraged to submit original tracks for the chance to receive mentorship from Novelist and M1onTheBeat, professional mastering of their track, and the chance to perform it live at the event.
“This campaign embodies the spirit of what Balamii tries to harness in our own community. We have always been a space for up and coming talent and seeing Nov and Skepta champion that, platforming the next gen of Grime’s legacy, is an honour to be a part of with a brand like Timberland”- James Browning, founder, Balamii.
The winning talent Havier Mendoza delivered a show-stopping performance at Village Underground, kicking off the evening and marking the start of what promises to be an explosive career.
