The recent collaboration between Osasogy Idemudiafounder of fashion brand Jane’s Fashion, and Gideon Eromosele Eigbire millsenior designer at Burvain, brings a fresh story to African fashion. Unveiled at the just-concluded London Fashion Week 2024, the Burvain x Jane’s Fashion “African Luxe” collection won over audiences with its distinct blend of traditional African craftsmanship and modern fashion innovation.
“African Luxe” has a story woven into each piece. The collection celebrates the beauty and diversity of the African continent through designs that speak of luxury, heritage and artistry. Osasogie and Gideon chose ethically sourced, handmade cotton and luxurious silk as their primary fabrics, highlighting the industrious spirit of Africa. Each fabric not only serves as a canvas for the collection, but also carries a rich history of craftsmanship.
The collection captivated audiences during London Fashion Week, known for its innovation and creativity. By combining modern European silhouettes with traditional African textiles and techniques, ‘African Luxe’ gained universal appeal while staying true to its African roots.
African luxury: A story about Africa’s rich heritage
The color palette for “African Luxe” consists of both earth tones and vibrant hues, reminiscent of the diverse landscapes of Africa. The collection features shades of indigo, rich brown, burgundy and emerald green, reminiscent of the continent’s vast terrains, from the savannahs to the rainforests. These bold shades are softened by accents of cream, gold and soft blues, adding a layer of opulence and serenity to the collection.
The use of textile dyeing techniques from the 12th century in West Africa shows how art and traditions have been passed down from generation to generation. The patterns reflect ancient African techniques and merge them seamlessly with modern silhouettes to create a timeless and contemporary collection.
Changing the narrative of African fashion
Osasogie and Gideon are helping to reshape the conversation around African fashion by positioning it within the luxury market. Their designs support the idea that African fashion is not just about traditional prints and fabrics, but also about innovation, sustainability and quality craftsmanship.
The hand-dyed patterns and embroidered details, especially in pieces such as the signature silk kimono and printed cotton ensembles, demonstrate meticulous attention to detail and highlight the intricate craftsmanship of African artisans. Gideon combines traditional African techniques with the contemporary flair of Osasogie, resulting in unique designs that stand out while honoring their cultural roots.
Impact on the London Fashion Event
“African Luxe” stood out at the fashion event, earning praise from critics and industry professionals for its unique storytelling. Designers Gideon and Osasogie showcased authentic African aesthetics and techniques, demonstrating that African fashion can not only compete with global trends, but surpass them. This collaboration transcends mere fashion and represents a cultural movement that celebrates Africa’s diversity, ingenuity and resilience. The success of the collection reinforced the idea that African fashion is versatile, luxurious and capable of reshaping global narratives in the fashion world.
During London Fashion Week, African Luxe showcased the work of Jane’s Fashion and Burvain, leaving a lasting impact on the global fashion scene. Their pieces capture Africa’s rich heritage and craftsmanship, setting new standards for luxury fashion and highlighting the beauty and relevance of African fashion on the international stage.
See more photos from the runway…
Featured image: Courtesy of Burvain
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