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Mattress Inspired Fashion? YES! Mouka Foam & Ituen Basi present their unique collaboration

BellaNaija.com

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As far as fashion collaborations go, this is definitely a unique one! Mouka Foam is a Nigerian brand of mattresses, sheeting and pillows. Historically, Mouka foam mattresses have been presented with a unique fabric  outer-layer. The tradition started in the 1930s and still continues today.

To celebrate the launch of their new bedding collection – “Flora & Legend“, the company held an intimate event at the Eko Hotel & Suites. The event included a performance from Mr. Endowed – D’Banj and a fashion show which featured award-winning Nigerian designer, Ituen Basi. The collection by Ituen Basi told the ‘Mouka Foam Story’ using old Mouka foam fabric from the 30s to present – the collection moved through phases – the first batch was reminiscent of the pre-independence era and transitioned into Nigeria’s independence era; the second batch was more youthful and colourful, and the last batch, tagged ‘WaZoBia’ celebrated Nigeria at 50.

62 Comments

  1. adenike

    September 27, 2010 at 1:06 pm

    Wow!!!! Good job well done!!!!

  2. adenike

    September 27, 2010 at 1:10 pm

    *reminds me of my secondary school days* …sheesh!!!! *grinning*

  3. Belinda

    September 27, 2010 at 1:27 pm

    Fantastica

  4. Ekene

    September 27, 2010 at 1:28 pm

    I love!!!!

  5. omogekofo

    September 27, 2010 at 1:32 pm

    i really love the 8th piece. makes her look so much like the innocent me. *Hugs*

  6. Geekgirl

    September 27, 2010 at 1:35 pm

    creative!

  7. tama

    September 27, 2010 at 1:35 pm

    orishirishi (all sorts)

  8. [email protected]

    September 27, 2010 at 1:53 pm

    good job….pix r nice.

  9. Omo to dun

    September 27, 2010 at 2:02 pm

    This is extremely creative, who woulda tot!

  10. Onyinye FaFi Obi

    September 27, 2010 at 2:25 pm

    Oh my.. Lovely.!! I like.!!

  11. eazzie E

    September 27, 2010 at 2:26 pm

    i hope u guys would buy with all this nice comments.

    • Nneka

      September 28, 2010 at 6:00 pm

      Are you kidding? Love the creativity, always appreciated, but buy-to-wear? Hell-to-the-no. Mouka foam remains what lies beneath me, not on me. Love the mattress though!

  12. Musings of Ewa

    September 27, 2010 at 2:31 pm

    chai chai chai… this is an innovative promo

    I used mouka in boarding school, the fabric the chic in afro is rocking, i liked it 🙂

  13. eazzie E

    September 27, 2010 at 2:37 pm

    i think this crappy. just trying to play on peoples intelligence all in the name of fashion and an established brand name and lastly in the name of lauching a new range of mattrasses….blah…blah…blah…. (i hope this idea died at Eko hotel)
    try wearing one of these pieces out and u would be amazed at the sneering and giggling you would receive from people. am sure my grandma would be the first to notice cos she loves her mouka that soothes her backache.
    ituen B should be careful with with her brand name and please stick to her fabric (which seemingly appears boring and predictable these days) and mouka foam should sack thier corporate Comm/brand manager. what a way to tell a story.

    • theyCallMeNene

      September 29, 2010 at 11:38 am

      this is a great concept Eazzie! totally brilliant! Besides, fashion is all about expression. So what if I wear Mouka foam harems? sneer all you want, but I wouldnt care! Its a great concept, and I doubt its meant to go commercial, but if anybody wants to wear it, let them be!

    • ben

      November 29, 2010 at 1:56 pm

      u are a very very very very very negative person and unproductive too.people like u cant achieve anything worthwhile. what ve u done?????? give kudos to ib and the organisers.

  14. Gam

    September 27, 2010 at 3:07 pm

    lmao @ orishirishi

  15. Cho24

    September 27, 2010 at 3:21 pm

    Lovely, creative and original!!!

  16. EUSTAGBO

    September 27, 2010 at 3:21 pm

    Ha! Mouka foam people, una too much.
    Great and timely concept.

  17. mariaah

    September 27, 2010 at 3:26 pm

    Never knew mouka looked so good but I ain’t buying or even wearing even if its free.
    Anyway am sure they are not selling these clothes just trying to launch a new range or somin.. oh well goodluck to them.

  18. Theresa

    September 27, 2010 at 3:27 pm

    Just beautiful and very creative! Definitely wearable, even though made from Mouka foam!

  19. temi

    September 27, 2010 at 3:41 pm

    hiss..Rubbish!!!! Epic fail!!!!

  20. Hali

    September 27, 2010 at 3:58 pm

    Very unique, innovative and quite refreshing. It’s nice to see the fun element back in design. Completely out of the box. Well done.

  21. misspretty

    September 27, 2010 at 4:15 pm

    @eazzie E nobody expect you to wear them…Mouka foam & Ituen were just being creative and innovative ..two words that are lacking in Nigerian Dictionary..and need i say they did a damn good job at it. Compliment!

    • Jake

      September 29, 2010 at 10:31 am

      Absolutely! The designs are beautiful, I will get the pink mattress for my daughter’s room. She will love it. Well done guys

  22. gbeborun

    September 27, 2010 at 4:57 pm

    Creativity at its finest. Well done

  23. Brittle Paper

    September 27, 2010 at 5:13 pm

    This is BRILLIANT!!!!!!!!! Like seriously, who came up with this bad ass marketing and fashion idea? I would spot one of those cute dresses in a minute. Wow. Ituen killed it.

  24. saywot?

    September 27, 2010 at 6:32 pm

    OMG!! i actually looks better than i thought !!! i like

  25. tbn

    September 27, 2010 at 6:33 pm

    very cool concept oh…

  26. solomon ikhioda

    September 27, 2010 at 6:34 pm

    You Mouka guys and Ituen got it. Big up, I beg!

  27. Kay..

    September 27, 2010 at 6:41 pm

    R U KIDDING ME RIGHT NOW????????? where does this craziness end…this is soooo not appealing except of course its for Mouka adverts n show room n not for sale!!!!!

    • Blackberry

      September 28, 2010 at 8:15 pm

      and that is exactly what this whole colabo is all about! i am sure they don’t expect anyone to wear their mattress cover, they are using fashion as a platform to promote their brand. the whole idea should be simple enough for anyone to understand.

  28. Olanrewaju

    September 27, 2010 at 6:47 pm

    Nice1.

  29. doll

    September 27, 2010 at 7:21 pm

    am not sure the clothes are for sale…what are peeps going on and on about?

    Nice concept mouka

  30. jolie

    September 27, 2010 at 8:31 pm

    this is actually not nice… FAIL!!!!!!!!!!!!!!!!!!!!

  31. dinky

    September 27, 2010 at 9:28 pm

    this is really innovative and a new dimension to product launch

  32. beanie

    September 27, 2010 at 9:52 pm

    people and their lack of humor or its sense…look beyond the pieces and its sale buh the fun entailed in its creation. this is just to tell that inspiration can be from anywhere and anythin….also, try to find the humor in life

  33. D.O.T.M.H.

    September 28, 2010 at 12:05 am

    This is quite creative.

  34. Debbizzle

    September 28, 2010 at 1:29 am

    Ituen,we know you r very talented……dont divert plssssss….be focused.nice styles tho!

  35. Friend of Zara

    September 28, 2010 at 1:45 am

    i dont get it.

    • MiaJadore

      September 28, 2010 at 5:42 am

      Neither do I.

  36. 1234

    September 28, 2010 at 4:33 am

    Love the 3rd picture. Clothing, makeup, and concept all meshed well :))

  37. dinky

    September 28, 2010 at 7:04 am

    ituen b i encourage to keep d flag flying. if u can do dis to mattress fabrics, i wonder wat u cn do 2 ankara. ituen u re 3 much

  38. titi

    September 28, 2010 at 9:34 am

    Dis is so cooooooooool. nice concept

  39. mide

    September 28, 2010 at 9:36 am

    duh, ure not expected to wear the clothes. they are just show casing the new fabrics. nice collarbo, mouka and ituen.

  40. ope

    September 28, 2010 at 9:38 am

    the new fabrics are really lovely, ive seen them around. niceeeeeeeeeeeeee pix

  41. fokasibe

    September 28, 2010 at 9:44 am

    God forbid bad thing!! How can I wear the fabric my mattrass is made of? I do not like cos it’s like wearing upholstery fabric….It looks cheap, tacky and I am irritated!

  42. wande

    September 28, 2010 at 10:03 am

    nice concept

  43. bims

    September 28, 2010 at 10:05 am

    mouka has stepped up big time

  44. viv

    September 28, 2010 at 10:20 am

    @eeazie e or whatever you call urself, this is creative and commendable. are you suppossed to wear the outfit out of your house. abi you no go school. for those of you dissing this shame on you. i think its innovative and really tells a story. try being that creative y’all! ituen you have a signature style with your fabrics and i love it. good job to the duo.

  45. mia

    September 28, 2010 at 11:08 am

    @eazzie E

    Like u said, its for a promo, not to be worn.

    Kudos, cant wait to see the billboards and ads

  46. Lola

    September 28, 2010 at 3:33 pm

    And the point?!

  47. Jake

    September 29, 2010 at 10:37 am

    Lola, I guess the point is that Mattresses should not be boring but trendy and exciting like the designs from Ituen Basi. I personally love them.

    • Lola

      September 29, 2010 at 11:17 am

      Lololololololololol :-D!!!! Jake, darling, let’s not get carried away here. Mattresses are now, and ever shall be, for sleeping!

  48. notaplayahater

    September 29, 2010 at 11:20 am

    na wah o!i thot the commenters on this site were actually All fashion forward and informed! apparently, i was wrong! No-one is asking you to wear the mouka fabric on your derriere or wherever, except you’re denrele or lady Gaga! the whole idea is to show the transitining of mouka foam cover fabrics from time past to time present! and how beautiful the fabrics are. I personally, am one to pick a matress based not just on feeling but on aesthetics…bite me!! Eazzie E and co, get your tushes off your cover-clothless matresses and get enlightened…. end of rant

  49. teetee

    September 29, 2010 at 11:40 am

    this is very unique and different, who would ve thought mouka could be creative. first of its kind

  50. Rukky

    September 30, 2010 at 12:10 pm

    this is what i call FASHION!!!! THUMBS UP.

  51. Tweeny

    September 30, 2010 at 12:35 pm

    Nice Concept………

  52. Mariamah

    October 5, 2010 at 5:04 pm

    This is very creative, well done

  53. xrs

    February 14, 2011 at 11:22 am

    basically, the creativity is excellent but dont you think fabric are really dull? why not try sharp abd bright colour or something close to common wall paints in a room boys, girls even an adult. i will always buy mouka when its covered with a cream or green clothe.

  54. haity

    June 3, 2011 at 11:27 am

    Two words- CREATIVE, INNOVATIVE, Gbam!

  55. ebuka ikebuaku

    June 15, 2011 at 12:44 am

    one word to those dat no nada bout fashion. exxxxxxxxxxxxxxxxxxxxxxcuse me! go bk and read the intro. nigerians are so dumb wen it cmes to fashion. dear mamy ituen, you simply rock. God, you are just so creative with things. on my knees,i’d say this, just allow me study under u……………….

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