Kadiju Collection 007 

True success is not often measured from the monetary perspective alone, but the ability to fulfil a purpose by threading a path or niche that is different from others. And this doesn’t happen in isolation, as people are raised and nurtured in the process, and they go on to replicate the same or something entirely different.

Every day, many people are going into the fashion industry as designers, and this may not be entirely down to wanting to get into it and do something different, but it is down to economic reasons. This has made the industry an all comers affair. Kadiju must have seen this and thought of a way to be different from the rest, which informed their decision to venture into an area people neglect, which is everyday wear.

 The brand has intended to create everyday clothes from scratch, one that redefines what everyday clothes mean to young people as it expresses originality in concept and design.

Among its many creations, The Collection OO7 is dear to the brand. It was showcased at the Lagos Fashion Week 2024, and the brand named it ‘Rooted in Joy’. This is because the collection tells a story of the brand, especially in the year 2024, when it was going through a rough patch, as most businesses do. The year was gloomy for the brand, and so it decided to use the collection to reach in and find solace. Using the outfits in the collection, Kadiju questioned their continued existence and also drew inspiration to continue on their chosen path.

The collection, as showcased, brings to the fore the brand’s desire to innovatively refine everyday clothing.

This is done by targeting the youth population, one capable of embracing and using its signatures, and of course, influencing its further acceptance among the wider population. This is very important in the present day, as quite a few people have started thinking conservatively in nature; they want an outfit that makes them stand out, as well as something that can also fit into everyday clothes, thus suitable for all seasons.

Kadiju specialises in innovative contemporary African fashion, which seeks to confer confidence and elegance on models who value and desire such.  Her designing outlines easily bring to heart the works of Maki Oh, Toyin Lawal, Estaz, Hertunba Wanni Fuga and Deola Sagoe, who have all dazzled fashion enthusiasts locally with their fine designs. In the global arena, the brand’s layering, big sleeves and puffs echo Rick Owens ‘ and Yohji Yamamoto’s sculptural approach, which has continued to remain a source of interest in fashion fairs worldwide.

Piece one in the collection is a gathered ruffled skirt, paired with a gold coloured satin top. Drawing from the brand’s signature, it is a piece that seeks to introduce a presence. The gold and green colours are carefully chosen to complement each other, creating the perfect pair, which enhances the clothes’ aesthetics.

The reason for a slightly lightweight material is to help with the easy achievement of a gathered pattern, as a hard material will distort the outcome. This was done from the background that the style is meant for a youthful audience.

The outfit suits the model’s body size, as it amplifies her contour. This points to a good conception and finishing. But this makes the outfit not suitable for all occasions, which is a major off point for the collections that seek to redefine everyday wear.

The second outfit in the review is a large hand suit top on a high-waist skirt with a gathered drape, which gives it an interesting outlook. It commands attention from the audience at first sight, as the design and then the combination of royal blue and white is classic and striking, giving off an energetic and sophisticated vibe.

It is well styled and also properly finished. The accessories, like the earrings and the sandals, fit both the outfit and the model’s complexion. But like the previous cloth in the collection, a cloth like that, that is meant to draw attention, can’t be used for every occasion, defeating the designer’s quest to redefine everyday wear, because it is not one for all occasions.

The third outfit presents something bold, made to push boundaries as well as to appeal to the young and upwardly mobile segment of the population. It appears the designer took inspiration from the 80s era to recreate this piece. People in their sober moments often say the old times were much better, even when they still believe that the future will be better. It is possible that the designer had a moment that led to the piece.

This outfit features are balanced considering the fact that a lightweight top is paired with wide, flowing trousers. The pattern is feminine, given the hand and neck pattern cut, but modelled by a male model. Yet, it shows the almost unisex nature of clothes adopted by designers to deepen market penetration and segment acceptance. While this is a plus for contrast, market penetration, and the designer’s quest to tinker with what everyday cloth is, it will become a minus, given that it will not be accepted in some societies, especially the African society in which it is rooted.

The fourth piece is a very contemporary and bold outfit. This is down to it being the designer’s speciality. It is a popular in demand outfit for young people that has come to be an everyday cloth. Young people like something easy to wear and one that they can put on to multi occasions without the burden of looking outlandish. They are upward and mobile, and this perhaps informed the designer’s decision to create something that they were already in love with.

While the intention of the designers may be to achieve contrast, the two pairs don’t really go with each other.

The last piece is one created to stir a lot of visual interest in the model, going by colour and the ruffling design on the front body of the model. Thus, it can be said to be a statement piece.

This dress is made from a lightweight fabric that allows for easy manoeuvring of the fabric to achieve the intended design. The model’s hair, shoes and earrings serve as good complements to the outfit.

The pattern cutting points to a creative tailoring; this is seen in the finishing.

The dress is quite short and sleeveless to fit in with every outfit. For a different look or for cooler weather, a lightweight jacket or a sheer kimono could add another dimension. One can lengthen the dress slightly and add a bit more coverage, or just leave it like that.

Although some of the outfits in the collection don’t truly drive home Kadiju’s decision to redefine what everyday clothes are, the majority do, and that is what matters, since there is never to be a blemish-free execution. This majority has reasonably conveyed the designers resilience and joy that comes from a look back at the past while hoping for a brighter future. It’s that of hope, coming from a year marked by a significant dose of gloominess, which can be quite challenging for a brand. That is a good enough reason for its decision to stand on the shoulders of the Lagos Fashion Week 2024 to showcase the Kadiju Collection 007 to the world.

By Seun Emmanuel