With a rapidly expanding industry comes the need to create new channels to meet increasing demand and supply rates across the world. Luxury and high street retailers alike are constantly on the look out for new potential markets to expand to. Middle East, Russia, Brazil, India and to a large extent, South Africa – all emerging fashion markets, have benefited from opening their fashion industries to the insatiable luxury goods industry. We’re optimistic that West Africa is gradually on the rise. You know the West African fashion industry is gradually becoming a destination when co- passengers on a Ghana bound flight includes Ozwald Boateng, Edun’s Ali Hewson and U2′s Bono; when opportunities for interaction and development for the industry is being facilitated by private companies like Shoreline Energy for the industry with Roberto Cavalli, Franca Sozzani and her Vogue Italia team.

The fashion grapevine is abuzz with talks of a luxury shopping district in Lagos an increase in number of high street franchises and the pertinent questions on everyone’s mind – are we there yet? (a country with a minimum wage of N18,000, a gradually growing middle class (23% of Nigeria’s population) and relatively less than 8% Upper Class); will the fashion Industry survive such an invasion? (an industry relatively still in its infancy, lacks infrastructure, highly fragmented but has the potential of being a major income earner for all across board if well regulated with necessary infrastructure in place).

The ‘steady’ rise in the emergence of a middle class has the potential to boost local and international demand for manufactured goods including fashion apparel.

While we ponder and deliberate, there’s definitely something in the air… a mixture of excitement and apprehension of what the future holds – a lot of planning, hard work, decision making, implementation and certainly, a lot of building! We’ve got to put our house in order and begin to position our home grown labels to be direct beneficiaries of such a revolution across board – mass market, high street and luxury. At SHF, we’ve got West Africa on our minds and Nigeria in particular. We are committed to promoting change through our little contributions to the socio-economic development of our Nation, with fashion as a tool. We are optimistic enough to believe that we can work towards achieving our goals and visions if they are well defined, articulated and most importantly, if we BUILD TOGETHER.

As an industry, our goals for the next 2 – 5 years should be:

• Increased recognition of home based designers
• Create increased demand for fashion apparel
• Provide infrastructure for supply to meet growing demand
• Existence of a unified body for fashion creatives
• Increased support from the Private Sector
• Measure the awareness of international fashion brands
• Create a high street out of the existing fashion industry

We believe an achievement of all the following goals will further strengthen the industry and gradually begin to position it and our designers for investment. Are you ready? We all have roles to play. Let’s be that change and build a sustainable fashion industry that can grow and develop other sectors of the economy.

Coming soon: SHF Salon

Date: February 9, 2012

For enquiries, please contact info@stylehousefiles.com

Top five events for 2011: I like events with purpose and substance at this age I don’t attend events with no real purpose:

Austrian Lace Nigerian Fashion.

MTN Lagos Fashion and Design Week

Arise fashion week.

TW Phoenix gala: Matriarch and protege

Elite model Look 2011.

Top brands for 2011: I like classic cut clothing with a twist:

Rachel Roy

Chloe

JBL

Tiffany Amber

Zara.

Top 5 individuals who make your best dressed list for 2011 and why?

I love women with distinctive styles and a classic laid back approach to dressing.

Didi Ocheja: epitomizes the style of Katherine Hepburn to me. She’s a classic dresser with a modern approach and she’s never boring.

Tracey Ross: She’sthe perfect mix of classic and edge with a dose of Glamour(she must have gotten that from her mom Diana Ross)

Mrs Betty Irabor: Mrs Irabor is a woman in her 50′s that is always well put together. Her style is mixed with sophistication and elegance and shes always dressed age appropriately.

Nike Oshinowo Soleye: Nike’s style is interesting to me because she infuses simplicity with glamour perfectly on all occasions.

Zara Opakra: Zara’s style is also classic but she knows how to add the latest trend for a youthful but sophisticated look.

Last but definitely not least is Mrs Nkiru Anumudu. Even though I tend to like classic dressers with a twist,Mrs Anumudu’s love for fashion is undeniable. She’s a fashion original to me, she’s a mix of aristocratic, rock and roll and contemporary all in one. I just love her bold style choices. She’s never afraid to stand out.

What will you be wearing on New year’s eve?

New year”s eve is the day to reflect on the past year and prepare for the new year with my family. New year’s eve will be spent at a barbecue at my sister’s home with family. I will be wearing white Mih cigarette jeans, classic Ferragamo flats and yellow equipment shirt with tons of colorful bangles. Later at night we will attend the church service and I will be wearing a white Stella McCartney blazer and green Chloe bellbottom trousers.

If you could make one last wish for the year 2011,what would it be?

I wish the favour of God on myself, family and friends and a blessed year for our country Nigeria.

SHF photo credits: Bella Naija.

I loove these pictures of Arieta taken by Cookie Caven of the 4aces during NYFW.

Top 5 fashion brands for 2011
Marc Jacobs
Isabel Marant
Mary Katrantzou
Tsemaye Binitie
Bridget Awosika

Top 5 events for 2011
Arise Fashion Week Lagos
Brit Awards
British Fashion Awards
NYFW
Mulberry 40TH anniversary Party in NYC

Top 5 individuals who make your best dressed list for 2011 and why?

Rea Kwakubo : Every year, she tops my list .. Rei Kawakubo’s style is against the normal trends of fashion, using austere and deconstructed fabrics for her cloths. Sticking to black, grey and white, she is known for sticking to a series of basic ideals that usually provide draping over the body with asymmetrical shapes.

Nicole Ritchie: Over the last few years she has become one of my favourite people, her effortless chic I totally admire. If I wasn’t so tom boyish, I would be feminine and ethereal just like her.

Alexa Chung : Represents LONDON all over the world. She also does androgyny really well too.

Keith Richards : He is just the DADDY! For 40th years he has delighted us with his versatile fashion style, now in his 70’s he isn’t about to conform or change and I LOVE it!

EKU EDEWOR : Closer to home, she is the only person I am intrigued by what they were. She just looks good in everything! Her style is classic and she always makes a statement. She also flies the flag for Nigerian Fashion Designers which I adore, I would love TO Grunge her up a little bit, she has the most gorgeous face ever so it will work. Eku is always WEARING THE CLOTHES, THE CLOTHES NEVER WEAR HER!

IFEANYI DIKE JR: Just seen a picture of this dude on Bella naija and I am wearing a very similar outfit so he has to go up as one of my favs for 2011. As I cant nominate myself, I would like to commend him on his denim jacket / skinny tie combo!

What will you be wearing and doing on newyear’s eve?

Ill be at Church ( I believe ive got 364 days in the year to party) so ill be in Jeans, filthy Dr Martens and a fur coat! Its gonna be freezing!!

If you could make one last wish for the year 2011 what would it be?

PEACE IN THE MIDDLE EAST!

SHF Photo credits: www.4acesdate.com

The British fashion industry gathered on Monday 28, 2011 to celebrate the success and contributions of designers, models and the industry’s influential creative people   to the development of the industry as a whole.

SHF spotted River Island’s PR Manager Arieta Mujay at the event which was well attended by the British Fashion Industry’s elite.

SHF Credits Arieta Mujay and British Fashion Awards

Inspiration for the Sring Summer 2012 collection is from architectural structures. Elements of rigid and edgy stuctures were combined then transformed to softer fluid lines placed in ways that complement the female form. Silk,chiffon,taffeta,organza and embriodered lace are fabrics used for this collection.

Buba and sokoto, Agbada, Safari suits, Fila and a healthy dose of print which is ALOT, the Jewel by Lisa Spring Summer Collection 2012 takes us back to Nigeria in the 60′s. The Nigeria that had a new voice,the voice of independence and growth.

Inspiration for this collection for the Africa Fashion International Designer of the year winner, Lisa Folawiyo, the head of PR says “is from a visit to the home of legendary photographer and historian, Okhai Ojeikere, one with over 5,000 photographs in archives and a career spanning 60 years documenting post colonial Nigeria’s socio-political landscape. The heart of the inspiration – Ojeikere’s popular University series featuring Nigerians in the 60’s at University College Ibadan and University College Hospital. The men – in traditional garb; bubas and sokotos with agbadas thrown over, safari suits; the women in print dresses and full skirts.Black and white, and set in the backdrop of a new, modern Nigeria, the images represent a yearning for colonial western influences whilst embracing tradition. Merged together, they form and define a unique moment in fashion. The collection revisits this past, celebrating heritage and culture, as it reworks & reinterprets traditional Nigerian menswear and key pieces within that era into modern female silhouettes.”

For the Spring Summer 2012 Collection, Jewel by Lisa collaborated with Textile Designer Banke Kuku for the brands custom-made luxury prints which come in cotton, heavy silk satin, silk chiffon check, silk habotai and crepe silk. Jewel by lisa also collaborated with Tolu Shonubi and other local artisans for the accessories line which this time is a range of beautifully handmade beaded bags.

Yet again,we are wowed by the creativity exhibited by the Jewel by Lisa brand. This Spring Summer Collection takes the Nigerian culture and heritage on a global trip…a global trip well deserved. View the collection Below.

AMINA JIBRIN.

How did you hear about the MTN Model of the year competition?

The information got to me through my cousin,she applied for the young entrepreneur category.

How has the journey been right from the auditions till the very last day?

The journey from the audition till the final day has not been easy at all because i left for school immediately after the first photo sessions we had in Lagos and coming back for the final competition was a probability.I was already in school but I had to come back to Nigeria because this is  something i really want to do.

Any previous experiences asides the MTN LFDW?

No.  This was my first.

Please describe the runway experience at the MTN LFDW?

The runway experience was a scary one for me. It was my first time on the runway with people all around me. I almost gave up so many times but I tried to overcome the fear with the help of the other models.

If you were told to pick a winner amongst the other finalists asides yourself who would it be?

To be honest when I came down for the final competition and I saw how all the models were like sisters,it was not a competition anymore. I saw all of us as winners. We all had so much going for us,so I can’t pick one person out.

Do you want to go into modelling as a career or part-time?

As part-time.

You met and worked with a lot of fashion insiders, how would you rate the fashion industry

It’s really good; they should keep the good work.

If you were asked to do this all again, would you? If yes why? If no, why not?

Yes, I will like to do it again because it was fun and it will help boost my confidence,though not as a competition but as a fashion show.

Do you have any memorable MTN LFDW moments to share?

I have so many memorable moments, if I start writing them I don’t think  it will end soon. It was fun having different girls around and also the designers who were having their fittings. A particular day i wont forget was my birthday,the 26th of October. Instead of hanging out with family and friends as usual i was having catwalk rehearsals. I was so tired,immediately we got back to the hotel i dozed off! Later that day i went to see a movie with the girls. It was a different birthday.

This competition has helped boost my confidence, and I thank the MTN LFDW team for doing something this innovative. Please keep up the good work and im looking forward to the next LFDW,it will help so many young girls out there.

I want to say a big thank you to the MTN LFDW team especially Aunty Omoyemi Akerele and Oyinkansola Momoh.

Photo Credits: Persnickety Media,George Okwong.

It was an eye-opening experience for me. I auditioned for the MTN British Council Young Designer Of The Year Competiton in Port-Harcourt and got shortlisted as one of the 12 finalists,it was amazing. I got to learn so many things about dress making at the workshops and seminars facilitated by The British Council (which by the way was my favorite part of the MTN LFDW because I achieved a lot). It was challenging as all the twelve finalists had a strong sense of style and were passionate about fashion and certainly very good at what they do. The runway shows were great; lots of fun and experience. I would like to thank Style House,Mtn and the British Council for giving us the opportunity to show-case our talents and meet amazing people in the fashion industry. I am ready to go for  it all the way now  having MTN LFDW under my belt! Thank you so much!

Photo Credit: Kola Oshalusi.

Bridget Awosika: MTN Lagos Fashion and Design Week

Bridget Awosika’s SS 2012 Collection as seen at MTN Lagos Fashion and Design Week  was recently featured on Vogue Italia. Bridget shares her inspiration for the new collection with Robb Young (fashion business journalist, author, luxury industry editor and strategic consultant) “It meant so many things to me… innocence, growth, beauty, and healing. I guess I was thinking of ‘new beginnings’ and ‘cycles’, exploring relationships, a woman’s stance in life, and where I live again – Nigeria – now that I’ve moved back here a couple years ago.”  Read more —-> here.

SHF Credits Vogue Italia and Robb Young

Photo Credit – Persnickety Media

Vlisco recently launched its new season’s collection “Delicate Shades” to retailers, designers and the buying public -   on November 13, 2011 at Protea Hotel  Ikeja GRA with a 10 piece collection by Lanre Da Silva Ajayi.

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 1

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 2

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 3

LDA for Vlisco Delicate Shades 4

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 5

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 6

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 7

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 8

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 9

Lanre Da Silva Ajayi for Vlisco's Delicate Shades: Look 10

Three dimensional illustrations take centre stage in Vlisco’s new collection Delicate Shades. The ad campaign is the result of a collaboration with fashion illustrator Sabine Pieper and photographed by James Powel.

SHF Photo Credits: Kola Oshalusi for Vlisco Nigeria