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By Rita Okoye
Fashion has evolved from basic fit-to-pattern styles to innovative ideas, daring choices, and eccentric designs.
Every century is notable for different fashion trends and styles, from faux fur in the ’80s to velvet suits and baggy jeans in the ’90s. Now, the 21st century is flooded with a barrage of innovative fashion trends and reinventions from the past. A significant shift between the fashion industry of the ’80s and recent years is the consideration of sustainability. However, sustainability isn’t just a trend to follow; it has emerged from increased environmental awareness, the need to address climate change, and eco-friendly decisions in the industry. Hence, ethically sourced materials to uphold sustainable fashion have increased.
The concept of sustainable development was so important that it formed the basis of the United Nations-organised summit in 1992 to address the issue of sustainability. This marked a significant decision to propose actions towards a more sustainable world. The reason is apparent: the fashion industry emits 2.1 billion tons of CO2 annually. It is responsible for 20% of all industrial water pollution worldwide. Additionally, a recent report shows that 72% of consumers are more aware of sustainable fashion and are making decisions based on the significance of a sustainable environment.
The need for sustainable fashion is no longer a question but a necessity. This notion inspired Jola Ayande, a renowned fashion-centric illustrator and designer pioneering African culture, to create a collection that is fit for our world and stylish for all. She understands that being fashionable doesn’t have to be costly to the environment.
The Jite collection was born with an infusion of modern style and African prints. It combines mix-and-match pieces to create bold, creative, borderless, yet Indigenous designs.
The collection explores various styles fit for the modern woman, celebrating feminine elegance while upholding sustainability in the fashion industry. Crafted by a trendsetter in the fashion world, it combines traditional fits and carefully crafted wear, using materials that are safe for the environment. The inspiration was born from the need to fuse contrasting yet dynamic patterns with calm and bold hues.
The Morolabi Jumpsuit, Larissa Dress, and the Naza dress stand out from the collection as they capture, celebrate, and typify femininity and African heritage. With beautifully designed outfits, neat tailoring, and a perfect fit, these pieces suit different skin tones, body types, and women from diverse walks of life. The collection promotes versatility in style and fit while portraying eco-friendly decisions in the fabric choice. Jola understands that fashion is forward-thinking, especially in the aspect of sustainability. In that light, that concept is evident in all her fashion choices.
Traditional yet bougie, that’s the vibe the Morolabi Jumpsuit portrays. Paired effortlessly with alluring black stilettos, exuding a confident outlook. The jumpsuit features a flared peplum that drapes gracefully from the mid-waist. Crafted from multi-coloured Ankara fabric made of organic cotton and natural dye, this piece elevates sustainable African fashion. Gracefully modelled by a beautifully made-up muse, the jumpsuit is accentuated with a low bun hairstyle, as it makes the turtleneck design obvious. The white net material beautifully contrasts with the semi-dark print, flared mid-waist style, and puffed sleeves, portraying the fit as an effortlessly youthful yet sophisticated piece with a V-neck design that depicts an edgy style with sleek and smooth tailoring and generous seam allowances. Modern-day women brace through different functions, from corporate meetings to celebratory dining. The Morolabi jumpsuit effortlessly suits the modern-day woman who shows up for corporate meetings and cultural outings.
The lightweight material ensures easy wear and quick mobility, offering comfort without being overly designed. The Morolabi Jumpsuit provides full coverage, exuding elegance without being overtly revealing.
Materials: Green and orange patterned Ankara with white lace
Design: Jumpsuit with bishop collar and white cord puff sleeve
A daring outfit calls for a daring demeanour. With a polished yet courageous appearance, the Naza dress dazzles with a black velvet fabric, the fusion of a white net that flares neatly and drapes from the mid-waist below the knee length. The black high-heeled sandals beautifully elevate the dress from basic to elegant, gracefully modelled by a stunning muse with smoky eyes and subdued makeup. A monochrome piece that is simple yet ethereal, the A-line-shaped dress makes for a classic fit. Crafted from premium fabrics, it combines comfort with luxury. The Naza dress is an obvious nod to the fashion trend of recycling styles, with the black velvet piece exuding elegance and vibrancy.
While the velvet piece is a recycle of styles from the early ’70s and ’90s, it can be made from organic cotton, making it a sustainable choice. A luxurious fabric famous for its softness, velvet drapes well and feels soft and plush. Jola’s use of this fabric is a common choice for clothing in royal households, demonstrating luxury and elegance in this collection. This fabric choice distinguishes an outfit as authentic and unique with its perfectly cut fibres and smooth feel because velvet is characterised by its softness, shiny look, and beautiful drape.
Overall, the Nazara dress boasts a fit and firm stitch. Regal and effortlessly stylish, it suits wedding outings and other celebratory moments. It is fit for the daring woman.
Materials: Black velvet and white net
Design: Black velvet dress with a white flare net
The use of colour in fashion is important; the placement of patterns and fit makes the difference between a basic design and one that effortlessly stands out. Art and fashion are born when patterns are made with the right hues. That’s the Larissa dress—a statement piece with a well-cut design. Nothing speaks more daring and cheerful than a pink dress with carefully designed sleeves.
As a choice of colour, pink depicts feminine boldness and warmth simultaneously. Suitable for different body types, the knitted pleats are carefully sewn at significant parts of the dress, including the hem and beneath the button, bringing forth a sense of softness and femininity while imparting a gentle aesthetic to the piece.
The crepe material has a unique light texture that creates a seamless fit and stitch with a natural flowy feel. The dramatic design of the sleeves makes the piece bougie and effortlessly a statement dress. The sharp Sastre collar adds an edgy but confident touch, enhancing the entirety of the fit.
The choice of fabric made from natural fibres, like silk, is sustainable compared to other fabrics that could harm the environment. The decision to use environmentally friendly materials suggests a futuristic approach, not sacrificing fast fashion but choosing to preserve the environment. Jola’s commitment to sustainable fashion makes for a consumer-centric choice and a portrayal of responsible fashion, which is gaining ground in the 21st century.
Without a doubt, the Larissa Dress is created for the modern lady who desires comfort and style, a balance between feminine presence and bold designs. It maintains versatility, as it fits corporate and non-formal events. The thoughtfulness in the fit, patterns, and stitches shows how intricate details were noticed in crafting this outfit. It is a piece that celebrates the femininity of the 21st-century woman while exuding confidence and class.
Colour: Fuchsia pink
Design: Shirt dress with pleats on both sides
Exquisite, unconventional, and seamless words describe the Jite 2020 collection, from traditional pieces celebrating African cultural attire to the entire collection, which is colourful, with vibrant designs, edgy shapes, and flawless embellishments that elevate plain designs to alluring pieces. The well-tailored fits, using contrasting elements, are subtly elegant.
Jola generously celebrates the African heritage in this collection and proves that African prints are one for the books. Her designs offer sophisticated outfits that cater to various tastes and preferences. She promotes using African print to craft stunning designs, balancing modern and indigenous styles.
The Jite collection elevates the confidence of the empowered woman who doesn’t have to worry about her outfit while going about her day because she’s dressed in style while getting the ‘bag”. The colours fit perfectly for each design, and the use of fabric materials aligns with the new explorations in the fashion industry.
Overall, sustainability and fashion have come to stay, with innovations and new practices to sustain the environment. Using materials like velvet nods to old trends from the ’80s while still projecting a contemporary style. Some pieces crafted by the designer are safe without being dramatic or overboard, while others are edgy.
