On a rainy day during London Fashion Week, we are welcomed on the top floor of a lovely space at Bond Street, where Abigail Ajobi presents her SS24 collection. There are drinks, multiple Instagrammable spots and plenty of seating areas around inviting us to relax and really spend the time allowing the garments to settle in and ultimately become one of our favourite shows of the season.
This is the 5th collection of Abigail Ajobi and it merges Nollywood Nostalgia and Nigerian Youth Culture, titled “Anti-Muse” it incorporates contemporary Adire prints to create a powerful narrative of cultural fusion and expression. Fusing the vibrant charm of Lagos and storytelling through London’s fashion scene, it focuses on reinventing traditions.
Collection Highlights:
• 'Anti-Muse': Abigail Ajobi's 5th collection, aptly named 'Anti-Muse', defies conventional fashion norms. It embodies the defiance and individualism of the Alté: Nigerian subculture, with the captivating essence of early 2000’s Nollywood film.
• Adire Renaissance: Adire prints, a timeless Nigerian textile tradition, find new life within the 'Anti-Muse' collection. These prints are expertly integrated into the fabric of the collection, transforming tradition into modernity and embracing the harmony of cultural heritage.
• London Heritage: A London native, Abigail Ajobi masterfully weaves her dual identity into the collection, merging her Nigerian roots with her British upbringing. 'Anti-Muse' represents the multicultural pulse of London, where diverse influences converge in a harmonious fashion narrative.
Designer's Vision: "'Anti-Muse' is a celebration of the unconventional, the unapologetic, and the beautifully contradictory. It's an exploration of how early 2000's Nollywood film and Nigerian youth culture intertwine to shape unique identities. Adire prints ground the collection in tradition while it propels into modernity," says Abigail Ajobi, the visionary designer.
