Ready to wear fashion is just another tiny niche in Nigeria’s ever growing fashion world.
From streetwear brands, luxury and high-end collections, and made-to-order men and womenswear brands, the fashion industry in Nigeria even with several niches, is growing rapidly daily.
The emergence of the ready to wear fashion and other new niches that were previously not present is as a result of a response of these brands to the needs of their target audience.
The popular today’s streetwear brand became more prominent due to the fashion needs of some parts of society.
The feeling of freedom that comes with just wearing baggy pants, an oversized t-shirt, and a pair of sneakers birthed this sector of the fashion industry.
Today’s Ready to Wear (RTW) is a sector of the fashion industry.
Often described as clothing that’s pre-manufactured to standard sizes and sold in finished condition, this sector of the fashion industry is the direct contrast to Bespoke clothing.
This Ready to wear fashion industry is one most Nigerian fashion brands are exploring actively.
The Abiola Olusola Official, Kai Collective, Andrea Iyamah, and Ibilola Ogundipe are all popular examples of Nigerian fashion brands that are active in the Ready to Wear sector.
Dresses like these are more patronized majorly because of how they’re presented by their creators.
For example, Ibilola Ogundipe, a Nigerian fashion brand “for every woman” has the Valentina, Vesa, Zinnia dresses, and several others.
Lovingly and ethically designed and crafted in Lagos, the Abiola Olusola Official is another Nigerian fashion brand that offers the RTW fashion option.
From the Rive dress to other designs that made the SS20 collection, these designs embody functionality, femininity, and creative expression.
Just like other sectors of the fashion brand, this sector also has some trends, some of which we will consider in the next section.
RTW Trends in the Nigerian Fashion Industry
- A sharp focus on stunning designs
One thing the ready-to-wear fashion brands have introduced to the fashion market is the level of creativity that goes into making and marketing each piece.
An example is the Abiola Olusola SS20 collection, which explores functionality, femininity, and creative expression.
Inspired by the old patterns worn by the North African nomads, Olusola interpreted these patterns into a mixture of batik, and tie-dye prints with a combination of minimalist and eye-catching prints.
Abisola Olusola Spring Summer 2022
- A shift towards size-inclusive fashion
Just as highlighted in the description of the ready-to-wear niche, the demands for on-trend, plus size fashion and all sizes are creatively attended to by these brands.
The Andrea Iyamah is an example that portrays this inclusivity, their pieces are modeled by models of different sizes.
The Vera Jumpsuit and Linea pieces are visible examples.
Asides from appealing to their target audience, this portrays the fact that the brand runs an all-inclusive fashion business.
Andrea Iyamah Linea and Vera dress
Asides from these traits, innovations in communication, technology, and transportation have been major driving forces of change throughout the history of ready-to-wear clothing production.
Currently, rapid fashion changes have influenced this industry by compressing the production timeline.
What started in the last third of the 19th century is now a major part of the $759.5 billion global fashion market.
Image credits: Cover Photo – Kai Collective
EM Business Feature – Onalaja Official
In 2014, Onalaja Official was launched by Nigerian Millennial designer Kanyinsola Onalaja as a contemporary womenswear fashion label.
Eight years after this launch, the fashion brand has not only graced the runways of prominent fashion shows, it has also generated conversations in top magazines around the world.
In 2016, Onalaja was part of the British Council Fashion Utopias event; a key part of the London Fashion Week.
in October 2016, it was described by Genevieve Magazine as a fashion brand with a huge future in Luxury.
After its debut at the Lagos Fashion Week in 2016, Vogue Italia described the brand’s collection for the event as comprising pieces designed for the modern woman.
These and many more features and surrounding conversations have only shown the level of details and attention that goes into creating an Onalaja fashion piece.
All of the brand’s collections have something in common; The details.
Just like the byline of the brand reads; “It’s all in the details”. The Nature Capsule released in 2018 featured a graciously hand-knitted jumper and hand pleated skirt.
The Noire Collection also released in 2018 generated beautiful conversations in the fashion space.
This is because of the nature collection. It stripped back the characteristics associated with African design and reverted to a new clean aesthetic.
Wits key focus is on tailored aspects with subtle hints of the common Demi couture elements of Onalaja.
With locations in Lagos, London, and Los Angeles and getting their products on some of the world’s biggest stockists; Folklore, Farfetch, and Moda Operandi, Onalaja Official is not only creating highly crafted pieces.
The brand is also changing the narrative of fashion in Nigeria either by putting these fashion pieces up for sale or styling some of the biggest celebrities on top magazine covers.
The Malia print suit and wide brim hand-painted hat amongst other amazing fashion pieces are all here for sale.
The EM Business Feature is a paid section of the Exquisite Magazine Business and Lifestyle. To get your brand featured, message us at: firstname.lastname@example.org.