Hertunba: Where culture meets fabric

Every enduring fashion brand begins with more than fabric and thread, it begins with a clear sense of purpose. Some brands are created in response to a passing trend and disappear when the market moves on. Others are built like a carefully constructed garment, each idea considered, every detail intentional and every creative decision connected to a wider vision.

Such brands do not merely produce clothes, they develop an identity capable of evolving without losing its foundation. They understand that fashion can shape confidence, communicate values and influence how people see themselves. It is from this deliberate and purposeful foundation that Hertunba emerges.

Hertunba is a contemporary womenswear brand established to create distinctive clothing that strengthens confidence and celebrates modern womanhood.

 Its design identity combines African cultural influences with structured and flowing silhouettes, expressive detailing and refined craftsmanship. Through this approach, Hertunba develops garments that balance sophistication, femininity and functionality, enabling women to make a commanding visual statement while retaining elegance and wearability.

I will be featuring five outfits from the Hertunba collection. For each piece, I will critique it to see if it has stayed true to the brand’s ideology, as well as if it came out well on the model. The reason is simple, an outfit can not be deemed great if the design doesn’t take into account the model’s complexion, size and other factors, such that there is a seamless interplay.

The collection opens with a simple black gown.

From afar, it would pass as a simple black gown, given that black straight gowns are almost like everyday clothes for formal and informal occasions.

The minimalistic outlook is elevated on a closer look. It is painstakingly laced with stone and crystal beads, both black and orange, for effect. In some environments, black can be heavy, but lacing it with beads adds light, movement and personality to the outfit. Being strategically positioned, it becomes the focal point of the outfit, as it is where the eye will go. This takes it from a simple black to a statement black, as it portrays expensive, traditional and intentional.

Beads, especially coral and glass, are tied to royalty in most cultures. If the ones on the dress could be missed, then definitely not the orange coral bead crown, as it sends out a clear message of royalty, which the brand signifies. The model’s earring is made from the same orange colour.

Given that black has always been associated with power and authority, it exudes that effortlessly. Orange, on the other hand, draws life, warmth, and culture. This colour combination presents a great contrast.

The beads’ quality, colour, size and placement are what have made the most difference, and that is what this outfit has done: telling a story without saying a word.

While the beads have been the item that transforms it from an everyday cloth to something different, that transformation has come with a price.

On the piece, the designer used three beads, two black circular ones and a circular one, which makes it all too clumpy, as it was all over the place. Perhaps, if the designer had stuck to two sizes and then position in specific places, it would have made the most sense.

That being said, it is a great outfit for special occasions.

For the second outfit, the designer creates an everyday, simple but striking piece. It is a two-piece checked top and skirt outfit. The top is striped with yellow, white, and brown as some of its colours, while the trousers are strictly two colours: white and black. This colour combination gives it the needed contrast.

The bogus cutting and flair of both the top and skirt are the centrepiece of attention. It shows clearly that it is meant to be a statement piece. The checked top with the bogus and exaggerated shoulder isn’t a regular, everyday fashion choice. It is one that the model is conscious of. It cutting ensures the V-neck gives it feminine vibes. It also has laps that enhance its aesthetics.

The white and black checkered flared skirt with a net parchment, on the other hand, is designed to allow for free movement of the model. The material is light, as the design and conception are made to allow airflow, to complement the bogus hands of the top.

Both the top and skirt do the job of complementing each other and giving the necessary contrast. For the top, having no buttons means it is meant to be worn as an over-the-top outfit. But if it is worn without an undercloth like a camisole, as used by the model, it gives that strong nonchalant vibe.

Perhaps adding like three buttons to the top and leaving the rest will still give it the glamorous look if it is meant to be an overcoat. In fact, it will help the effect the designer meant to achieve come out more.

Beyond that, the interesting pair, as rocked with a sandal, maintain it simplistic but sophisticated vibes. It is no surprise that it is from the designer’s runway collection, as it gives the audience something different from the usual.

The third piece is a combination of a black tank top with fringed material used in three tiers that gives it that cascading skirt look, worn over black leggings. Black and blue is a great colour choice.

The black tank top embodies the model as sleek, strong, and confident, while the three-step fringe adds drama and rhythm as she walks. It is what will keep her noticeable in the crowd.

The outfit is an interplay between the modern and tradition, as seen in the tank top and leggings, and the fringe, which is commonly associated with African dance, ceremony and celebration. What readily came to my mind was that of Masquerades and traditional dancers adorning it as their outfit.

The cutting, hemming and placement of the fringes are perfect, as it enhances the silhouette of the model.

As it is, it isn’t an everyday outfit but with slight alterations, it can be worn for different occasions. As seen in the picture, it can be used for a day event. For night time occasion, a bodysuit can be used in place of the tank alongside a heel and bold beads that can stand out, while a black blazer will give it that corporate edge.

In my fourth outfit from the collection, the model is wearing a striking white two-piece outfit.

The blouse is a cropped, very voluminous top with exaggerated, ruffled sleeves that extend far down the arm. It has a high neckline that ties at the front with thin white strings, creating a soft drape. The cropped style exposes the model’s midriff.

The skirt is a floor-length, high-waisted design that also features a lot of volume and texture. It appears to be made from the same ruched or gathered fabric as the sleeves of the blouse.

It aligns with the brand’s ideology of fashion being more than clothes but a narration of beauty and strength woven into clothes. That is basically what the piece portrays: the artistry in the sculpting as captured by the ruffled sleeves and skirts, which appear to be neatly done.

White symbolises royalty, and it is often associated with purity; that is why it is the colour used by most royals during coronation and other people orientated occasion. It is also used for visibility; thus, the combination of the outfit features is clearly designed to make the model a centre of attraction.

It isn’t meant to be an everyday outfit, as it is suitable for bridal events and brand photoshoots, where the model is supposed to be the centre of attraction, as it exudes confidence.

The earring provides the needed colour contrast. Perhaps black sandals would have even added more contrast to it to eliminate all-white shading in pictures.

On the whole, it is a great piece that will go well with the heels, sandals or flat slippers.

The fifth is a cropped, ruffled yellow top with a voluminous, dramatic sleeve paired with a matching skirt. The skirt is made of a tie-dye fabric that has orange, green and blue colours.

For one, the outfit closely reflects the brand’s ideology of confidence, sensuality and charisma, presenting the model as a true embodiment of the Hertunba woman. The fabric choice is particularly effective, drawing from the Adire textile tradition of Yoruba culture.

The material is already feminine, and the crafting further buttresses that the outfit is said to have been made by women of the tribe. Hand-tied fabric is not mass-produced, and that gives it that exclusive and expensive vibe, which is often many women’s desire: a unique outfit.

The colour combination of orange, green and blue makes it readily stand out from the crowd, as the earring complements the design.

The limitation with this outfit will be that it is not an everyday fashion item, as it will be most suitable for festivals and creative events like the runaway amongst others. Perhaps the designer could consider reducing the length of the skirt to balance the contrast with the cropped blouse.

From my standpoint, I think the clothes in the 2024 collection capture the essence of the brand. Every thread and stitch holds an essence of confidence, sensuality, and charisma that defines the Hertunba woman. As revealed in the brand’s name, Hertunba, I think the outfits draw inspiration from the Yoruba and Benin cultures. This means that they are outfits that can be used by the people of the tribe, who are the indigenous people of Western Nigeria.

When it comes to the fashion industry, the outfits in the collection can stand the test of time because of the quality fabrics the designer used. Also, they are not trendy in nature, which means they are not something that will fade away with time, but something that is timeless.

The collection can be easily compared with Nkwo, which does sustainable luxury using Adire, Akwete and other handwoven textiles, while Hertunba leans towards Adire and other accessories, having the African heritage instilled in it.

In my view, this collection confirms that Hertunba is developing a design identity capable of travelling well beyond its immediate market. What I find most convincing is the brand’s refusal to use Adire merely as decoration; instead, it places African textile heritage at the centre of contemporary, wearable design. This approach gives Hertunba genuine international potential while strengthening demand for indigenous techniques, increasing the visibility of local craftsmanship and ensuring that these traditions are carried forward through garments that modern women will actually wear.

By Seun Emmanuel