Sprayground Takes London: A Bold Entrance at The Fashion Awards 2025

London has a way of knowing when something new is arriving. The air shifts. The lights feel sharper. And last night, as The Fashion Awards 2025 unfolded inside the Royal Albert Hall, the city seemed to sense that a different kind of creativity was stepping onto its blue carpet.Sprayground had arrived.

The brand, long celebrated for pushing the limits of travel fashion, made its presence felt in a way that was confident rather than loud—exactly the kind of energy that resonates in a world where authenticity is currency. Known globally for its thought-provoking designs and the rebellious imagination of its founder, the celebrity designer DBD, Sprayground brought to London the creative DNA that has shaped its journey for over thirteen years.

Their story began with the now-iconic Hello My Name Is backpack—once a simple idea, now a global marker of identity, innovation and cultural expression. From that starting point, Sprayground has grown into a movement rooted in Quality × Function × Design. Their pieces are made to endure real life, their compartments crafted for today’s fast-moving generation, their artwork composed with references that read like modern mythology. Sprayground’s world has always belonged to those who dare to think differently.

Last night, London welcomed that world into its own.

Before entering the Royal Albert Hall, we gathered at The Peninsula London, already dressed in Christmas brilliance. The lobby shimmered with garlands, lights and a sense of anticipation. It was the perfect stage for a brand like Sprayground—creative, disruptive, and impossible to ignore in a crowd of luxury.

The PR momentum behind Sprayground’s presence was orchestrated with masterful precision by LAL London Productions, led by the incomparable Lara Accison, whose history in fashion television and global productions has made her one of the industry’s quiet powerhouses. Partnering with her was Natalia Cassel, CEO of Cassel Consultancy, whose strategic elegance ensured every detail aligned effortlessly. Together, they shaped a moment not just of visibility, but of cultural resonance.

The evening began with our collection of Rolls Royces and Maseratis from HR Owen Official, whisking us through London’s winter drizzle toward one of fashion’s most celebrated nights. Outside the Royal Albert Hall, paparazzi flashed like restless constellations. The blue carpet—this year’s visual signature—stretched wide, welcoming nearly 800 VIPs and the full audience of 5,300 guests.

Sprayground’s presence was anchored by a vibrant and influential group of guests, forming a circle of creativity, media and culture in our box:

• Sadie Stone, HR Owen Official

• Krept — Casyo Johnson — & Karl Wilson, British hip-hop duo

• Hoda Davaine, Getty photographer

• Lara Accison, CEO & Founder, LAL London Productions

• Natalia Cassel, CEO, Cassel Consultancy

• Susie Lethbridge, Journalist, The Times

• Josh Ryan, Content creator

• Megan Hana McLoughlin, Digital creator

• Stephanie Takyi, Journalist, Daily Mail

• Lady Maddison May Brudenell Kapetanov

• Rebeca Riofrio, Chairwoman of the Parliamentary Society for Arts, Fashion & Sports UK, Founder and Editor-in-Chief of Parliament News Magazine.

Our conversations drifted effortlessly—from design to music, from London to the future of fashion. Sprayground’s ethos of individuality, rebellion and unapologetic creativity shaped the tone around us. Their presence added something unexpected to the Royal Albert Hall: a reminder that fashion’s heart often beats strongest in its willingness to provoke thought, challenge conformity and celebrate the unconventional.

Inside the Hall, the British Fashion Council delivered one of its most impactful nights to date, announcing £1 million raised for the BFC Foundation—an extraordinary achievement supporting the next generation of British talent. Performances by Raye and Tems, appearances from Cate Blanchett, Sharon Stone, Iman, Anok Yai, Lily Allen, Kylie Minogue, and many others filled the night with brilliance.

Yet even amidst the spectacle—the music, the lights, the gowns—Sprayground held its own. Its presence was not about volume; it was about identity. A brand that began with a single daring backpack stood confidently in one of fashion’s most prestigious rooms, surrounded by the very innovators and rule-breakers who define the future.

Sprayground came to The Fashion Awards 2025 not to fit in, but to belong on its own terms. And it did.

As I left the Royal Albert Hall in a gown by Micaela Oliveira Atelier, captured by photographer Kam Murali, I felt that unmistakable sense that something had shifted. Sprayground had made its mark on London. Not as visitors. Not as observers.But as part of the story now.

PICTURES COURTESY BRITISH FASHIO COUNCIL BFC // GETTY // KAM MURALI //WWD MATTCROSSICK AND SPECIAL THANKS TO COVER PIC PHOTOGRAPHER ALLA BOGDANOVIC