The Working Wardrobe: Charlene Prempeh
Founder of creative agency A Vibe Called Tech and contributing editor at Financial Times’ HTSI, CHARLENE PREMPEH cut her teeth in strategic marketing for the BBC, The Guardian, Royal Academy of Arts and Frieze. Here, she talks to KARA KIA about how our shared human experience is the best blueprint for building a better future
The dialogue between culture and identity has always fascinated Charlene Prempeh. As a Ghanaian growing up in London, she could only really see the world through her unique perspective and wanted to explore how other people’s lived experience shaped their understanding. “There is such a richness to culture beyond what we’ve been fed historically, and I think part of that richness is in the stories that resonate globally,” says Prempeh from her home in Margate, a seaside town on England’s southeast coast.
“If you look at the success of a series like Squid Game, for example, it proves that you can tell a story about South Korea that captures international interest. That is very much a part of the work that we do for A Vibe Called Tech. What are the local stories that are happening? And how can we tell them in a way that has global resonance? I’m trying to unearth those key themes and ideas that resonate with all of us as citizens of humanity.”
A Vibe Called Tech provides brand insights, strategy and content through an intersectional lens, and was inspired by a conversation between Prempeh and her husband when they were on vacation. “We started talking, as a joke, about what would happen if killer robots took over the world – and that it would be a funny film script if they killed everyone except people of color, because they wouldn’t be able to recognize our faces. Then I did some research into it, and they probably wouldn’t kill us because this is very much a real issue. That’s how A Vibe Called Tech started. It became apparent to me that while work was being done around this issue [of AI technology bias] in the United States, people weren’t yet seriously looking at it in the United Kingdom, so I wanted to start that conversation.”
In a collaboration with the Paul Hamlyn Foundation, Prempeh investigated how new technologies impact unheard communities. “If we’re only hearing particular stories; if we’re only understanding particular cultures, then it doesn’t help to unify us as a society – and now, more than ever, we need to see what our shared experiences are; what our shared stories are.”
Read on to discover how Prempeh’s philosophy shapes her personal style, and the way she uses fashion to communicate and connect…
Simplicity is key when it comes to comfort and confidence
“I’m really into androgyny because I find it comfortable, but I also think it’s super-sexy to have everything pared back. As we speak, I’m wearing a pair of green tracksuit bottoms by Dries Van Noten with a plain white T-shirt, and anyone can wear this look because it’s very neutral. When I think of dressing in an androgynous way, I think of it being quite simple – but that’s just my version; everyone has their own.”
Mix it up – with a minimalist style and statement looks
“The Row is one of my favorite brands. I love how the label plays with shape and volume. Growing up, my mom was a seamstress, and it was always quite fun because I could tell her I wanted massive sleeves on a party dress, and the dress would just appear. It was like living in couture land. I’ve always enjoyed the exaggeration that can come from clothes, but also the simplicity – The Row does that in really beautiful ways. The look I’m wearing in this photo shoot is minimalist, but it’s also a statement because of the huge volume of the trousers.”
Embrace the versatility of flats
“Because I’m on the move a lot, a big part of my wardrobe consists of different types of flats – every season, there will be a key flat involved. During winter, it was a black Balenciaga boot, and during this past summer it’s been a pair of flat Gucci jellies.”
Don’t be afraid to experiment
“I wear a lot of Loewe and JW Anderson. I love all the things that Jonathan Anderson designs because the brand speaks to different parts of my personality. Sometimes I want my outfits to be super-playful and a bit wild, and there are definitely items from Loewe that are like that. But then you can get an amazing luxe T-shirt from Loewe as well. I especially love the label’s denim pieces, and there are moments where the designs feel quite androgynous and simple.”
Relax – and prioritize the things that make you happy
“I think one’s face shifts when it is relaxed. When people think of their beauty regime, they think of actual cosmetics, but I think it’s as important for you to prioritize what things you need when traveling to make you feel peaceful and taken care of. Amazing nightwear, luxurious socks and a perfume that I love are essential to my self-care [routine] when I travel; I always take a Le Labo scent with me – Santal 33 and Noir are my favorites. Those pieces make me feel relaxed, and when you’re relaxed, it’s the best thing you can do for your face.”
Be playful with eveningwear
“What I love about my work-life balance these days is that there is no transition between the office and evening events. I’m either out at night or doing something in the day, which means I can be a bit more ambitious about evening attire. If I’m going to a party, I’ll reach for a full-on dress or an elevated, coordinated set. For those occasions, I love Christopher Kane and Roksanda. Both designers really get that sense of fashion as play and are, in their own way, very avant-garde. I also love heritage designers, such as Valentino. The orange feathered dress I’m wearing in this shoot is so fun – it’s a bit of a 1920s update on a party dress.”
Express yourself with color
“Color plays a huge role in how I dress. I co-host a podcast called Did I Tell You? and, on a recent episode, we were laughing because, when I was younger, I would go to sample sales and there would always be these obnoxious colors left over that no one wanted – and those pieces still really appeal to me. I love a statement color because it’s part of the idea that clothes are made for fun, to be played with, and I love dressing to reflect how I feel.”