Every once in a while, a project comes along that feels bigger than a launch it feels like a moment. Route25.55 is one of those moments. When Kennie and Kike first shared their vision with me, it immediately struck a chord: two African women, each with years of global experience, choosing to carve out space for our designers in a city that shapes luxury conversations worldwide.
This December, they officially bring that vision to life. Route25.55 will debut in Dubai with an intimate two-day showcase at Blūmi Concept Store from 6–7 December 2025, introducing the region to some of Africa’s most exceptional designers, including Ejiro Amos Tafiri and Maison Alu’lla. What they’re building is more than a pop-up, it’s a full sensory experience that finally brings African luxury into the spotlight it deserves.
What touched me most when speaking with them is how intentional this platform is. Route25.55 wasn’t created out of convenience; it was created because the gap in the market was too obvious to ignore. African fashion is admired around the world, yet the designers themselves have had very little presence in the UAE. Kennie and Kike decided to change that ; with elegance, with strategy, and with heart. 
In this exclusive interview for African Expats Magazine, I sit down with the two founders to explore the story behind Route25.55, the purpose driving their work, and the cultural statement they are about to make in Dubai.
- What inspired you to create Route25.55 as an experiential African fashion platform in Dubai?
Kike: It was a series of quiet realizations that came together in February of this year. Kennie was on a call with a designer friend, trying to find a way to get her work into Dubai. At the same time, we kept seeing more and more non-Africans embracing African fashion – which was beautiful, but it also made something very clear: the creators behind these pieces weren’t present in the region where their work was so admired.
I had just finished a large fashion project for a global brand, watching how Western houses push into new markets with strategy and intention. Meanwhile, African designers were thriving across Europe and the States – yet their presence in the UAE was almost non-existent. And we asked ourselves: why? The audience is here. The appetite is here. The culture is here. So what’s missing?
Those questions became our turning point. Route25.55 was born from the desire to close that gap to build a platform where African luxury can truly be seen, experienced, and celebrated in this region. A stage worthy of the talent we know exists.
- What is the meaning behind the name “Route25.55,” and how does it reflect your vision for the brand?
Kennie: Route25.55 is drawn from the Dubai’s coordinates – 25.2°N, 55.2°E. For us, Route25.55 is a confluence. It is where African brands from across the sub-Saharan region converge and meet in a city that is a melting pot which embodies global exchange. It also represents our personal journeys: two African women creating a bridge between cultures, where Africa’s creativity finds global recognition
- Your launch is described as an immersive concept space. What can guests expect from this two-day experience?
Kike: We tell people that Route25.55 is not a pop-up but an experiential sensorial journey. Beyond shopping, we want our guests to engage every sense. From scent with a perfumer crafting signature fragrances inspired by cities in Nigeria, to taste, where we will serve elevated African canapés like puff-puff, meat pies and zobo drinks. From sound, with South African Amapiano setting the vibe, to touch, where guests can immerse themselves in batik or tie-dye workshops. We want them to feel transported, inspired, and connected to the richness of Africa.
- How do your professional backgrounds complement each other in the creation and execution of Route25.55?
Kennie & Kike: Our backgrounds in international organizations and government sectors across the Middle East, Africa, the US, and the UK deeply influence how we’re building Route25.55.
Kike has experience working on major events like Expo 2020, Zegna brand activations, and Selfridges has honed her ability to orchestrate seamless experiences. She is a creative at heart and has an eye for detail.
Kennie is a leading digital marketing for one of the world’s largest hospitality brands has shaped how she approaches audience engagement, digital strategy, and brand visibility; developing solutions that drive both market share and share of voice.
Our experiences form the foundation of the Route25.55 vision: intentional, elevated, and globally relevant.
- Why do you believe African luxury fashion deserves a strong presence in Dubai’s fashion and cultural landscape?
Kike: African luxury isn’t an aesthetic, it’s a worldview. It’s the way heritage, craftsmanship, and identity are woven into every piece. Where Western luxury often celebrates rarity or minimalism, African luxury celebrates meaning: the hands behind the work, the stories behind the fabric, the lineage behind the technique. Our luxury is born from culture, not trend; it carries history, community, and imagination in equal measure. With Route25.55, we’re creating a space where that depth is seen, understood, and valued where African design isn’t placed as an alternative to Western luxury, but as a global benchmark in its own right.
- Which designers or brands will visitors have access to during the debut showcase?
Kennie: Our December debut will be one-of-a-kind. We hand-selected designers whose work carries strong narratives, distinctive craftsmanship, and a level of artistry you won’t find anywhere else. For example, you get to experience Ejiro Amos Tafiri who is known for her elegant silhouettes, bold textile work and handcrafted detailing or AABOUX whose leather handbags are meticulously handcrafted by third-generation artisans using the brand’s signature near stitch-less construction technique and ethically sourced leathers. Sewgull 1172, our high-fashion menswear brand with forward-thinking silhouettes and modern fabric trends that push the boundaries of traditional men’s design. When guests step into Route25.55 that weekend, they’re not just shopping, they’re encountering a curated tapestry of creativity and heritage.
- What long-term ambitions do you have for Route25.55 beyond this inaugural event?
Kennie: Our long-term ambition for Route25.55 is seeing African brands represented in major retail destinations such as Galeries Lafayette and Bloomingdale’s here in Dubai. We want customers to walk into these stores and find a dedicated section showcasing African designers- because just like African music and cuisine have gone global, fashion is on that fast moving train.
We also see Route25.55 evolving into a bridge for African designers entering new markets like the UAE. With a combined 18+ years of living and working here, Kike and I bring the expertise, networks, and market understanding needed to help brands scale, position themselves correctly, and thrive beyond their home markets.
- What impact or feeling do you hope attendees will walk away with after experiencing Route25.55 for the first time?
Kike: To everyone walking into Route25.55 for the first time, we want you to know this: you’re stepping into a space built with intention, passion, and a deep love for high-end African designs. Come with curiosity, come ready to discover, and come open to experiencing something truly different. Every scent, sound, texture, and flavor has been curated for you. We can’t wait to welcome you.
Meet the Founders:
Howard-trained with 10 years of digital growth experience for luxury and lifestyle brands, Kennie has led high-performing teams and driven revenue through smart omnichannel campaigns and CRM strategy. At her core, she’s a fashion lover, especially captivated by the artistry of Nigerian design, from sketch to stitch.
Kike has spent the past decade producing standout moments from the global stages of COP28 and Expo 2020 to creative activations like All Out Beauty and Westfield’s 5th Birthday Pop-up. She’s inspired by texture, print, and the artistry of African design. That love for pattern, silhouette & craftsmanship is what sparked Route25.55.
Website: www.route2555.com
