There is a new designer in town!
Adjoa Osei will be presenting her label of the same name at the FABmagazine launch in collaboration with StylishDay this Sunday 7th August.
Adapt is the new exclusive, limited edition eight piece capsule collection with hand woven detail by Adjoa Osei which offically launched this July. Adapt is an effortlessly chic array of hand finished jersey vests, loose fitting tops and bright maxi skirts all emboldened with a signature hand woven West African print detail.
The focus of Adapt is clean lines and classic shapes with injections of print, colour and detail. Gone are the days when prints were sporadically featured in ‘safari’ inspired collections or dusted off for cultural celebrations. Prints defy seasonal trends, and can be dressed up or pared down. The options are infinite.
The key focus of both the collection and the brand is to enhance everyday pieces with African print, creating an ‘experimentally classic’ look for women who appreciate well placed accents of colour and detail without compromising on their simple, clean lined staples. The intricate weave/basket technique is hand woven and is signature in style. It presents a mixture of West African print and ribbon and the tops are hand finished here in London. And the designer, Adjoa, being of Ghanaian origin was probably the source of her love and interest in West African print detailing.
Adjoa Osei is a brand not about seasonality, trend or shock factor but about intertwining signature West African print detail into the fabric of every day silhouettes making it accessible to everyone. These timeless, ever wearable pieces have no clichéd tributes to ‘tribal’ inspired clothing.
On speaking with the designer we learn a bit more about the direction and background to this company. Before starting the label, over the past two years, Adjoa became increasingly involved in different aspects of the fashion industry – dabbling in everything from PR to styling to visual merchandising. With some experience in marketing and communications where she worked on branding, creative direction, styling for photo shoots and fashion shows for another fashion brand previously, for her this time, now, felt like a good time to actually start putting something out there that she could be proud of.
For near future she is working hard to carve out her own niche in the fashion industry. By trying to learn as much as possible about all aspects of the industry from pattern cutting to buying, and most importantly working on building a strong team of creatives from other aspects of the industry in order to grow the business. One could question if it is wise to come out with a fashion label right now AND if being African in this industry works for or against you but Adjoa has thougth this through well telling AfricaFashionGuide that for her:
“Being an African designer hitting the fashion industry, I think the biggest challenge for any new designer is learning as much about the industry as possible. It’s not enough to be creative. Along with creativity, you need good business acumen (can’t stress this enough), a supportive team and lots and lots of determination.”
Adjoa will be showcasing tomorrow at the FAB launch party. FAB magazine stands for Fabulous, African, Black and is one of the fastest growing fashion magazines in Africa. Their latest issue is called the ‘Escapism Issue’ and the event will hold a fashion show featuring various designers including Adjoa Osei – a show NOT to be missed!
The lineup is as follows:
1.) Adebayo Jones (http://www.adebayo-jones.com/)
2.) House of Jola
3.) Nicol De Noir (http://www.nicoldenoir.blogspot.com/)
4.) Bestow Elan (http://www.bestowelan.com/#/collections/4540279952)
5.) Zekeriyas Solomon (http://www.zekaryassolomon.com/index2.php?v=v1#/galleries/)
6.) Tina Lobondi (http://www.tinalobondi.com/)
7.) Adjoa Osei (http://www.adjoaosei.com/#/home/)
8.) Asake Ogoro (http://asakeoge.com/)
9.) Ester Ndongala (http://www.catwalking.com/GRADUATES/GRAD_11/BA_shows/shows/Salford/shows/08-Ester
10.) Simon Parchment (http://www.simonparchment.com/)
AfricaFashionGuide will be there looking out for Adjoa’c collection because we hear that her beautiful pieces will be styled by Sarah Alexis Amarteifio but presented with a difference. As the collection is called Adapt the collection will be styled a completely different way to the photoshoot online aiming to show people just how versatile the collection and African print is. So showcasing at this event could not be any better suited.
As the seasons change and garment trends evolve so will Adjoa Osei, creating limited handcrafted (in London), purposefully small collections, all carrying their signature print.
You will know an Adjoa Osei garment when you see it because it is ‘Experimentally Classic’!
All images courtesy of Adjoa Osei Photographer: Agata Preyss, Stylist: Sarah – Alexis Amarteifio Hair and Make up: Ana Popescu, Additional Clothing: Stylist’s Own
To view the capsule collection Adapt please visit http://www.adjoaosei.com/#/collection/1/
For more information contact email@example.com, twitter @AdjoaOsei
Author: Natalie Nartey