The Nigerian fashion industry has indeed grown in size and sophistication, with the emergence and presence of exceptional designers who design dynamic outfits that compete globally. Fashion business owners such as Lisa Folawiyo, Deola Sagoe, Adebayo Oke-Lawal, Reni Folawiyo of ALARA, and so on have been able to step up their creativity game. And this has in turn supported the growth of the Nigerian fashion industry.
Imad Eduso is another fashion brand that has been able to add value to the Nigerian fashion industry by creating sophisticated, vibrant and functional pieces for the modern-day woman. With their bridal outfits line, Imad Eduso Bridal, where they design outfits for church, court weddings and receptions, the Imad Eduso brand is one that is on a roll in the fashion industry.
So, what is so special about Imad Eduso? Who is the brain behind it? And how has the brand been able to make a mark in the Nigerian fashion industry? Let us get right into it
About Imad Eduso
Imad Eduso, established in 2015, is a Lagos based womenswear fashion brand that is focused on creating classic styles and using contemporary trends and colours to design versatile pieces. The fashion brand is owned and creatively directed by Dami Olukoya, a woman who is keen on addressing the agenda behind modern women clothing.
With her brand, she strives to push the African woman’s identity in fashion beyond the traditional way that it has been done. And just like she said, her passion and work, which is an expression of different elements, is largely influenced by her sister and Audrey Hepburn.
Just like every fashion brand releases collections, sometimes bi-annually, to showcase their designs and outfits, the Imad Eduso brand releases collections as well as new outfits at different times of the year for the modern woman.
For a fashion brand to grow in the industry, there needs to be something different or unique about such a brand. Over the years, the Imad Eduso brand has created a brand identity that stands them out from other brands.
What is that identity? What is special about the Imad Eduso brand?
Vibrant colours, or as the brand calls them, colour pops, is one aspect of their design process that has stood them out from competitors. Considering their SS20 collection, which consisted of two pieces, dresses, skirts, tops and so on, a range of colours such as orange, purple, lilac, and emerald green was used. And just like Dami Olukoya stated,
“This collection is a visual representation of my current journey of being a new mum, using vibrant colours and voluminous detailing.”
Impact On The Nigerian Fashion Industry
The Imad Eduso brand has showcased at many fashion weeks such as the Lagos Bridal Fashion Week, and this has, in turn, expanded their target audience and reach. Outfits by Imad Eduso have been worn by Chimamanda Adichie, Lupita N’yongo, Dakore Akande-Egbuson, and Bolanle Olukanni, thus bringing out fierce, sexy and elegant looks.
The Imad Eduso brand is one that truly combines impeccable designs with tailoring while possessing a strong stand in the women’s fashion category and for that, we say kudos!