Business, Designers

The Hugely Influential Power of Selfridges: “Nigerian Fashion in London, has its Time Come?”

Mention Selfridges and the fashion world pays attention. Add “African fashion” on the racks of Selfridges next to global fashion brands like Gucci and the the global fashion industry stands still. What are African design brands doing at Selridges? Given the “hugely influential” power of Selridges, “Nigerian fashion in London, has its time come?” The Guardian recently asked and answered this question. Read excerpt below.


“”Milan, London, New York, Paris. Why not Lagos?” asks Penny McDonald, organiser of the Arise showcase for up-and-coming African designers. Nigerian fashion labels move one step closer to that ambition this week with the launch of Ndani (AKA the Nigerian Fashion Project) at Selfridges in London. The pop-up boutique will offer a one-stop shop for burgeoning designers from the continent, and signifies a marked change in attitudes towards African fashion.

“Coming to Selfridges and bringing my collection to a wider audience is a dream come true,” says designer Lanre Da Silva Ajayi. “It gives my brand key positioning that strategically places us at the centre of the world’s retail fashion industry.” All the Nigerian designers taking part in Ndani share a common passion for prints and patterns. Ankara – the boldly printed West African fabric – is everyday wear in Nigeria. However, traditional influences have been reappropriated: Eki Orleans creates silk empire-line dresses with blownup prints that create shades of colour, rather than discernible imagery. Jewel by Lisa, on the other hand, goes all-out on embellishment, emphasising the traditional hand-beading skills of Nigerian couture.

Western designers have traditionally taken a lofty, generalised view of Africa as a source of “tribal” or even animal prints. Michael Kors, Gucci and Roberto Cavalli are just three brands that recently used West Africa as a source of inspiration, while Vivienne Westwood’s Ethical Fashion Africa Collection, which promoted clothes made in Nairobi, was a rare exception to the rule.
Style House Files (organizers of the successful MTN Lagos Fashion & Design Week and co-sponsors of the Ndani – Nigerian designers collection/exhibition at Selfridges) believes that the Selfridges project could be hugely influential in changing the way the industry regards African designers. For the collections to hang metres away from those of Stella McCartney and Marc Jacobs represents an important vote of confidence. “The designers from Lagos are drawing on inspiration which is unique, and ultimately offering our customers the opportunity to discover new ways to experience luxury fashion,” says Judd Crane, Selfridges’ director of womenswear.

“We have been taking note of the development of the fashion scene over there [Nigeria] for the past couple of years and have been thinking of bringing them to London for a while,” says Crane. “With a strong resurgence of prints, patterns and Africana in recent collections from more established international brands, it felt right this year to demonstrate the power and originality of Africa itself. . . “

Photocredit: Kola Oshalusi/

Ladybrille Magazine

Founded in 2007, Ladybrille® Magazine is a California based pioneer digital publication demystifying the image of Africans in the west through contemporary African fashion and celebrating the brilliant woman in business and leadership, with an emphasis on the African woman in the diaspora. Our coverage includes stories on capital, access to markets, expertise, hiring and retention, sales, marketing, and promotions.

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