This summer, we’re honoured to share a defining moment in NeuroScent’s journey. As Africa Fashion Week London (AFWL) celebrates its 15th anniversary, NeuroScent joins as the Official Aroma Partner, marking a truly unique cultural collaboration.
Founded to bring together the science of scent and the soul of nature, NeuroScent is rooted in the belief that fragrance can do more than smell beautiful, it can transform how we feel, think and move through the world. At the heart of our collaboration with AFWL is a shared respect for legacy, empowerment and the power of ritual.
Her Majesty Queen Ronke Ademiluyi-Ogunwusi, Founder of Africa Fashion Week London, says “Partnering with NeuroScent for AFWL 2025 has allowed us to express African heritage in a deeply immersive way. The bespoke scent created in my honour is more than fragrance, it is a bridge between tradition and innovation, a celebration of our ancestral roots through the language of aroma.”
A Tribute in Every Breath
This year’s collaboration centres on a bespoke fragrance blend, created by our founder Olga Melita as an aromatic tribute to Queen Ronke’s grace, vitality and vision. Olga took deep inspiration from Her Majesty’s role as a cultural custodian and advocate for African women, crafting a scent to echo the legacy she represents.
To capture the essence of African ancestral traditions and the spirit of the Land, Olga has blended a rich, natural composition of some botanicals, such as Egyptian Jasmine and Savannah Herbs, to evoke a deep sense of rootedness, vitality and connection to the Earth.
“Scent connects us to a story in a deeply ancestral way,” says Olga Melita. “This blend is a tribute to African ceremonial traditions and a modern vessel for empowerment and pride. Guests will not only see and hear the show, they will be taken on a journey through their sense of smell.”
Scent as Ceremony
At the 7pm catwalk presentation on Saturday 9 August 2025, the fragrance will be diffused throughout Space House, London, as an invisible thread running through fashion, music and motion. Audiences will experience the designs of African creatives not only visually, but emotionally, through the power of breath.
“As an aromatherapist, I believe scent has the power to unlock emotion and anchor identity,” Olga continues. “This collaboration with AFWL is a chance to honour African excellence through an aromatic tapestry of power, beauty and celebration.”
Two Women, One Vision
At the core of this partnership is the shared vision of Her Majesty Queen Ronke Ademiluyi-Ogunwusi and Olga Melita. Both women lead with a deep reverence for culture and a passion for elevating women’s voices. While Queen Ronke preserves and promotes African fashion heritage, Olga explores emotional wellbeing through scent.
A multi-sensory extravaganza will unfold, with a curated guest list of tastemakers, Afrocentric influencers and beauty editors capturing the experience across social and editorial channels, sharing the story with the world.
We invite you, our community, our customers, our extended family, to follow along as we scent history together.
