The Culture is Couture (Oct 3 - 5)
By definition, couture is handmade, custom-fitted, and crafted with detail.
You can’t get more Black than that.
The Culture Is Couture, a three-day festival (Oct. 3–5) centering Black fashion, beauty, and entrepreneurship, hits Jackson Ward with the intention of claiming what’s always been true: Black culture has shaped global style from braids to streetwear to luxury, even when it wasn’t recognized as “couture.”
From a kick-off party at Vagabond to a full-scale expo at the Convention Center on Saturday and a Sunday finale that pays homage to the Black church as the original runway, the event blends celebration with intent.
“Our region doesn’t really have anything like this. You see events like CultureCon or Essence Fest, but nothing here that focuses on the Black cultural influence on fashion and beauty—especially when there are still disparities. People say it all the time: Black culture is the blueprint,” said Erica Shambley, founder of Mostly Sugar Media and the creator of The Culture Is Couture. “It just had me thinking about more opportunities for fashion and culture in our city.”
Saturday’s expo is the centerpiece, bringing a full day of performances, panels, and fashion to the main stage. The lineup runs from noon to 6 p.m., kicking off with a performance by Zay the Artist, followed by “Tailored to Win” with Andre Julius. Throughout the afternoon, guests can catch discussions on topics like “Behind the Glitz vs. The Image Makers” and “Building Stronger Black Ecosystems in Fashion & Beauty.”
Expect live performances from P2P Rixh and Alexander Mack plus spotlights on Virginia’s cultural influence with “VA’s Musical Influence on Global Culture & Fashion” featuring Fam-Lay and Antonio. And of course the TCIC Fashion Showcase at highlighting designs that celebrate creativity, community, and couture.
Shambley intentionally planted the event in Jackson Ward—“the Harlem of the South”—historically a hub of Black culture and commerce. “To put our flag in the ground here means so much,” she said. “Look at what Essence does for New Orleans. We can do that for Richmond. Beyond just a good time, this builds tourism, economic development, and opportunities for creatives. It puts our city on the map.”
The weekend closes Sunday at Fresh Anointing Cathedral with “Sunday’s Best,” a nod to the Black church as fashion’s original stage. “Back in slavery, Sunday was the only day our ancestors could feel human,” Shambley said. “They put on their best garment for church. That tradition of showing up and showing out—that’s the root of it all.”
The idea is rooted in inspiration from this year’s Met Gala theme “Superfine: Tailoring Black Style” highlighting the global influence of Black dandyism — an aesthetic rooted in sharp tailoring, bold color, and self-expression as resistance.
“Sometimes we’re told professionalism means not embracing your Black roots,” Shambley said. “That’s not true. We inspire mainstream. We are couture.”