Inside the New Black Fashion and Beauty Experience Taking Over Richmond
Three days of style, history and community will take over Virginia’s capital this fall.
Photo: Julie Adams, 24 Creative Productions
When Black culture shows up in fashion and beauty, the world notices. From the street style that shapes global trends to the hair rituals and beauty practices passed down like heirlooms, the creative DNA of Black communities is everywhere. But while the influence is undeniable, the access, visibility, and ownership often are not.
That’s why this fall, Richmond, Virginia, will host the first-ever The Culture Is Couture — a three-day cultural experience created to celebrate, amplify, and invest in Black creativity in fashion and beauty.
Launching Oct. 3–5, 2025, the event blends the glamour of the runway with the intimacy of community spaces, and the elegance of a gala with the energy of a cultural festival. And while it’s unapologetically stylish, The Culture Is Couture isn’t just about the clothes — it’s about the people, the history, and the future of the industries we help shape.
A Vision Rooted in Representation
Founder Erica Shambley, CEO of Mostly Sugar Media, built The Culture Is Couture out of both love and urgency. She’s watched for years as Black creatives set the pace for the fashion and beauty industries while Black-owned businesses continue to face systemic barriers to growth.
“It’s important to plant the flag here because Richmond deserves more than just a footnote in the conversation about Black culture — it’s a starting point,” Shambley says. “We’re hosting this experience in the city that has always been home to Black creativity, entrepreneurship and artistry.”
While the expo on Saturday, Oct. 4, will take over the Greater Richmond Convention Center — located near the historic Jackson Ward neighborhood — Shambley is quick to point out that the vision is bigger than one building.
“To bring this experience here is intentional — it’s about honoring what came before while spotlighting what’s next,” she says. “And what better place than Virginia, the birthplace of so much of our country’s history — some of it painful, but also powerful. We’re building something rooted in our own soil — and making sure the people who live and create here feel seen and celebrated.”
Why This Moment Matters
According to McKinsey & Co. and the U.S. Census Bureau, Black Americans hold nearly $2 trillion in annual spending power, yet fewer than 10% of U.S. fashion businesses are Black-owned, and Black beauty brands account for just 2.5% of total industry revenue.
Events like The Culture Is Couture are designed to shift that balance — giving Black designers, beauty innovators, and entrepreneurs a visible platform while directly investing back into the community through scholarships for students of color pursuing careers in fashion and the arts.
“It’s not just about a weekend of events,” Shambley says. “It’s about building connections and creating opportunities that last long after the lights go down.”
Three Days, Three Experiences
Friday, Oct. 3 – The Black Excellence Gala
Opening night will set the tone: elegant, celebratory, and purposeful. In partnership with nonprofit Lit with Literature, the gala will raise scholarship funds for students in the arts and fashion at HBCUs and local institutions. Expect formal attire, elevated entertainment, and a room full of changemakers.
Saturday, Oct. 4 – The Culture & Style Expo
This is where the energy turns all the way up. Over 50 Black-owned brands will fill the floor of the Greater Richmond Convention Center, offering fashion, beauty, and lifestyle products alongside interactive brand activations. Guests can sit in on cultural panels, watch live hair and fashion showcases, and connect with influencers and industry pros. More than 1,000 attendees from across the Mid-Atlantic are expected.
Sunday, Oct. 5 – Sunday’s Best
A love letter to one of the most iconic style traditions in Black culture: the Sunday church look. From wide-brim hats to custom suits and polished heels, Sunday’s Best will be an interactive runway experience that honors the artistry, pride, and storytelling woven into dressing for the pews.
Why Richmond, Why Now
Hosting The Culture Is Couture in Richmond is symbolic. The city’s cultural landscape is shifting, with a growing creative economy. Jackson Ward, historically known as the “Harlem of the South,” was once a thriving hub of Black entrepreneurship and art.
The timing also aligns with the city’s beloved 2nd Street Festival, which happens the same weekend, offering visitors the rare chance to immerse themselves in two major celebrations culture in one trip.
What to Expect Next
Special keynote speakers, panelists, sponsors, and designers will be announced in the coming weeks. Based on the buzz, the lineup will include a mix of local talent, regional names, and national figures making their way to Richmond for the occasion.
Whether you’re a fashion insider, beauty enthusiast, cultural advocate, or simply someone who wants to support Black creatives, Shambley says this weekend is for you.
“You don’t have to be in the industry to be part of this,” she says. “You just have to believe in the value of our culture and the power of seeing it celebrated in its fullness.”
Join the Movement
Tickets are on sale now at www.mostlysugar.com/tcic, with details on sponsorship, vendor opportunities, and volunteer roles available online. Follow @thecultureiscouture on Instagram for updates and behind-the-scenes exclusives.
