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Today, many designers believe that being skilful is all they need to become professionals, but that’s not true. The fashion world has not just evolved, but proven that skill without excellence is just the starting point of the journey.
One brand that has fully embraced this reality is LFJ, also known as Love From Julez. The Nigerian fashion brand has continued to impress its audience with creative designs that turn heads and steal hearts.
I welcome you to its 2025 collection.
The first dress is a clear representation of what the brand stands for. This dress is designed to command authority when it walks in, even without saying a word. The red colour and sculptural design are the first details that catch the eye at first sight. It’s well-crafted to sit on the model’s shoulder and chest like a blooming flower. The level of detail in the pleats is captivating because each design looks intentional and well thought out.
The body wraps the model from the waist up to the torso with so much confidence and class, giving the model a strong presence on the runway. It brings balance, and of course, suits the wearer perfectly.
This is certainly one of those dresses that makes a statement without saying a word.
The colour combo is another stunning effect that makes the clothes worth appreciating. The bright red placed on the white mesh fabric creates a contrast between the dress, which makes it dramatic, making it easy on the eyes. Basically, this is the kind of pairing that makes you look twice without feeling tired.
Without a second thought, it can be said that the inspiration for this design is drawn from the African nature of celebration, where the pleats are designed like flowers that are often seen in Nigerian traditional ceremonies. The red colour, on the other hand, carries that weight of boldness and royalty, as seen in most Nigerian cultures and traditions, like that of the Benin, Igbo culture, and many others.
Every design, regardless of its beauty, is not without a recommendation, and this dress is not an exception. The point where the red meets the white skirt looks like a job not completed. It can be made smoother to make the dress look more complete and simpler. I feel the white mesh skirt also lacks enough structure under it; adding a light lining around it would make the shape and flow better with grace, without taking eyes off the red dramatic top.
Compared to other African designers, LFJ brings a confidence here that makes this design more Nigerian. Very proud, and very deliberate.
There is no doubt that this detail has the potential to make sales in the fashion market. It’s valuable for women who love clothing that announces their presence in a room even without making any statement, and with just a little addition, it could become the piece of the season.
The second dress is made with a complete red fabric from head to toe, because it comes with a bold pleated hood that covers the head, revealing just a little part of the model’s face. The commitment to one colour is what makes this dress special.
The pleating is another beautiful feature on the dress, which adds more balance and organisation to the dress. The large piece of fabric sitting on the shoulder and chest also adds volume, which makes the entire dress more powerful.
This piece is clearly inspired by royalty and ceremony. The hooded design reminds you of the kind of designs that come with spiritual authority across many African communities. While the all-red colour keeps it classic, carrying a message of power and pride.
The only thing that needs proper attention is the pleating all over the dress. I feel placing them all over at once isn’t a good idea, pulling back on the hood’s volume around the shoulder would let the model’s face shine properly, while giving her more space to breathe.
Many African fashion brands love to work with flashy, bold and single colours, and it’s clear here that LFJ holds its own confidence even though they belong to the same conversation of fashion brands who make elegant dresses.
One thing I find interesting about this collection so far is the brand’s love for red and white. The third dress continues with the same love story between two colours.
Unlike the first dress, which gives us red on the top and white below, this design changes the script by placing a big red fan-shaped pleat on the shoulder and chest.
The detail lets a long white skirt take over the rest of the look in a simple way, bringing balance that feels both playful and classic.
One feature that makes the dress smart and distinct is the one-shoulder design. It lets the red fan element do the talking while the entire dress takes the praise. The fan shape is inspired by nature, perhaps a flower or an open wing that comes with the same petal design we saw in the first dress, but in a more focused way.
However, the way the red fan meets the white skirt could also be given a better finish, because the design looks a bit unsettled. A neat join there would make the dress look more refined, put all together.
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LFJ holds a recognised position in the African fashion market. Above all, the designers are commended for this creativity and the character proven with this dress. It is proof that LFJ knows exactly how to keep a collection exciting from the top to the finish point.
The first three designs made you feel you already know what the collection is all about, but this one is here to remind you that the brand is full of surprises. Not the usual red and white flashy colours, the fourth dress shows up with distinct colours, style and design.
The colour combination is simple, unlike the previous dresses. Catchy, but not flashy! The design here is a complete departure from the red and white combo we have been following, and honestly, I feel this is a breath of fresh air.
The first element that makes you pause to stare twice is the orange strapless dress that is paired with the bright green skirt. The colours put together create a vibe that makes it worth celebrating. For me, orange and green placed together give confidence, and LFJ wears that confidence very well.
Now, let us talk about the loaded details on the dress.
The body is designed with a large circle of pleated design situated at the centre of the chest, making it look like a sunflower. The inspiration here is drawn from nature, specifically in the imagery of flowers that feels classic. This connection to nature gives the dress a warm feeling that makes it feel wearable.
One recommendation for this design would be the transition between the orange design and the green at the skirt. It needs more attention, because the design there does not look balanced.
Adding a smoother effect on the waist would give it a clearer and better look. I feel the skirt could be made better if the pleated rosette at the hips held its shape better and did not lose its natural form.
This dress is different compared to the earlier ones in this collection. It reveals a playful side of the collection so far, proving that the brand is not limited to just one colour or style of design.
This dress has a strong appeal, especially for women who love flashy colours and are not afraid to make their presence felt. With a cleaner finish at the waist, it could be considered a standout dress in the fashion market scene.
It can be clearly said now that all the dresses in this collection are colourful. Colour is not just a choice for LFJ, but a design philosophy for her brand. This piece makes the whole point clearer.
Just like others, this dress comes with its own unique colour, style and designs. Made with a stunning sheer pink, bright yellow and coral, the design feels like someone turning sunshine into a fashion gown, and that’s exactly what the brand does.
The lovely nature of the neck keeps the design clean and simple, while letting the colours and fabric reveal themselves. The way the sheer fabric on the chest sits on the skin without feeling exposed, flowing into the bold yellow and coral, gives the dress a beautiful look that feels natural and easy to look at.
Inspired by warm weather, this design connects the dress beautifully to the theme of the collection, bold, expressive and nature- inspired. One major suggestion for the dress is on the middle section of the dress, where the sheer fabrics meet the pleated designs. For me, the design here needs more structure because it does not sit properly on the waist and hips. A more fitted join would give the dress a more balanced and sharper look.
So far, this collection has opened our eyes to something extraordinary, and this particular dress has shown that with its powerful pose. The mint green and pale-yellow colours are refreshing, and the way they mix with each other from top to bottom creates a pretty feeling for the wearer. But the real star here is the olive-green collar that is wrapped around the neck and shoulders like a sculptural statement.
The pleat designs are tight and are well executed, revealing some of the finest craftsmanship seen in the previous dresses. Apart from nature, the dress also looks inspired by sculpture or structure. The olive-green collar is bold and shaped like a strong design, like something built. It makes the dress feel both soft and strong at the same time. It gives the piece a different personality that separates it from other noisy dresses.
As beautiful as this dress is, it still needs a little refining to make it better. The body of the dress below the collar needs more clarity and definition because it’s not properly fixed around the torso. It is without a clear shape. Adding structure there would help give it a refined, finished look that feels complete and intentional.
When it comes to drama, this one shows the most restraint, compared to other pieces in the earliest designs. This piece is thoughtful, and it confirms that LFJ’s creativity goes far beyond colours and dramatic styles.
If this collection taught us anything, it is the fact that LFJ knows how to open and close a show classically. The final dress brings the curtain down in a spectacular way.
The dress is designed with a sleek one-shoulder detail that holds the body well from the chest to the toe, carrying a simple metallic sheen that helps brighten the green colour.
The pleated element sitting on the shoulder is what makes the dress significant and distinct from others. It immediately reminds you of a fan design from the third dress, showing that the designer’s visual language is consistent with her craft. The design on that shoulder piece is tight, well executed, and makes the wearer look more confident.
This final dress feels more like a celebration of nature and its vibrant colours. The green palette expresses life, growth, and energy in a way that feels like a perfect closure for the collection.
This final dress feels more like a celebration of nature and its vibrant colours. The green palette expresses life, growth, and energy in a way that feels like a perfect closure for the collection. Compared to designers like Deola Sagoe, Lisa Folawiyo, Gwennyville, House of Betwanne, and Zhea, LFJ shows a similar love for strong identity, bold colours, and detailed craftsmanship. The design also connects with earlier pieces in the collection, like the fan-shaped pleats and sculptural elements, showing a clear and consistent style throughout.
LFJ stands in genuinely impressive company among other fashion brands closing runway shows with this level of style and creativity. This dress closes this collection the same way it opened, with total confidence and zero apologies. Overall, the collection shows LFJ’s strong artistic vision, a clear design language, and promises even more exciting and innovative creations in the future.
By Seun Emmanuel
