Taking Over The World One Thread At A Time

Fashion

Taking Over The World One Thread At A Time

Naija fashion possesses its own essence and is finding its place in the global fashion industry.

As a result of its recent economic improvement, Nigeria has been bursting with creative energy. With the emergence of Afrobeat in the music industry during the ’60s and ’70s, then through the explosion of the Nollywood film industry when democracy returned to the country, Nigeria shows us that where there is progress, there is opportunity. Now Naija fashion is taking the spotlight, reminding the world that Nigeria still has more gifts to offer.

Teni Zaccheaus, Jr., brand designer for Native magazine, describes Naija fashion, saying, “Naija style is flamboyant, eccentric, more often than not. It is always trying to stand out.” From wild prints of bright colours to designs that echo a rich, traditional African style, elements of Nigerian, or Naija, influence can be seen from all parts of the globe, ranging from Gucci to Louis Vuitton. Designers are even reaching the Red Carpet, with celebrities such as Beyoncé, Lady Gaga and Lupita Nyong’o have been seen wearing Naija style with pride.

In years past, the exceptional style of Nigeria was a hidden treasure. Designers and stylists would have to leave the country and secure a spot at a highly publicised Fashion Week just to be seen and showcase their talents to a larger audience, a feat that was daunting at best. With Nigeria’s economic success, the country has seen the emergence of a middle class, but without a platform to display Naija style, many consumers began to focus their attention on luxury brands like Prada and shifted attention away from locally inspired fashion.

However dedicated Nigerian designers were not to be underestimated. Rather than secure a spot in a Fashion Week outside of the country, they brought Fashion Week to Nigeria instead. In 2007, the Arise Fashion Week debuted in the cultural epicentre of Lagos and gained worldwide recognition. Even more, it helped to highlight what makes Naija fashion so special and desirable and refocused attention on its own exceptional flair. Only a few years later, Nigeria had officially established Lagos Fashion Week, inaugurated in 2011, which is now the premier fashion event in the country.

Even more, the monumental improvements within Nigeria’s telecom sector have shined a light on Naija fashion

in an unexpected way. Through social media outlets like Facebook and Instagram, technology facilitates an appreciation of fashion from anywhere in the world to the palm of our hand. So when Naija style is embraced by influential figures such as Michelle Obama, who proudly wore pieces from Naija designer from Amaka Osakwe, designer and founder of Maki Oh, while visiting South Africa or when Naomi Campbell attended Lagos Fashion Week this year, the entire world sees the beauty of Naija style first-hand. Representation by such prominent forces signifies an international acknowledgement that Nigerian fashion is unique and worthy of recognition. In a short time, presentations of a new style from the country’s designers have become a highlight of Fashion Weeks across the globe.

Yet what makes Naija style special is not just the singular look. A dedication to culture and community separates Nigeria within the world of fashion and boasts a high industry standard. Folake Folarin-Coker, founder of Tiffany Amber, was named one of Forbes Magazine’s 20 Most Powerful Women in Africa and is an example of embracing her community in the construction of her designs. Like many designers, Coker does not outsource her materials but instead works to locally source her fabrics, materials and labour. This effort supports the small industries of the community and gives her pieces the benefit of local techniques. By utilising local resources, Tiffany Amber contributes to local growth and enriches the country’s economy.

In the fashion industry, the production of pieces would be significantly cheaper if it were outsourced, but the authenticity of Naija fashion would be lost. True pioneers of the national style take pride in what it means to be Nigerian and to be able to share Nigerian products with the world. As a result, the true Afro-chic is authentic to the last thread, and the hard work and resources are straight from the heart of the country. This allows Naija style to maintain an authentic feel and give back to the community, improving the local economy while inspiring the world one thread at a time.