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The Fruche brand’s Self Redeeming Nkeiruka SS’16 Collection is the cherry on our sundae

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Fresh off a not so great BN Style review a couple of days back, the Fruche brand has once more reminded us of the real stuff that they are truly made up of. They have retraced their steps back to the career defining LFDW aesthetic that had a better half of the industry thinking “omg, who’re those kids?”. What has changed from a few days back to now? It’s that sweetened taste you have in your mouth when you walk into a confectionery store or fine sugar mill, it’s that taste that we are experiencing  right now as we look at Fruche’s signature burst of colours with his womenswear and gender blurring menswear pieces.

“A boy’s best friend is his mother” is the powerful quote, off 1960 film- Psycho, that strongly opens the Fruche press letter. This is about the friendship between a boy and his mother, reflection, making old things new, pursuit of happiness and ultimately a juxtaposition of that boy’s aesthetics against that of his mother’s. Bright colours, cut outs and slits form the ground on which Fruche builds his womenswear collection, while volume and the absence of it (in some instances) advances his menswear agenda.

These are the stuffs that we have come to identify with Fruche; his ability to take risks with techniques and an unending supply of a kaleidoscope of bright colours—and it is safe to say that these signature elements are in no short supply, and even more importantly is the meaning that this collection title bears—Nkeiruka (named after the designer’s mother means – what is to come is greater)—most aptly conveys our thoughts on this emerging brand.

And thinking of everything even more profoundly and narrowly, indeed—true to Aristotle, happiness depends on one’s self!

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Instagram/twitter: @Frucheofficial
Mail: [email protected]

Lookbook credits
Creative direction: Frank Aghuno
Set design: Fred Aghuno [Dricky Stickman]
Photography: TheLooktrademark
Make up: Dami ‘Bote
Models: Debby & Betty Shola-ayinde, U.A. Emeka [Emekoviic]
Male shoes: King David Shoes

Richard Akuson is founder at The PR Boy a boutique media and press relations agency for fashion, beauty and lifestyle brands with a specialty in raising the overall awareness of a brand, product or image of a company or person. Richard is also a weekly columnist at Bellanaija.com ('On The Catwalk' and 'Collection Conversations'), he's also a party host at The Front Row and a vlogger at Get Pink with Richard . Want to reach out? Follow @richardakuson on Instagram and @richardakuson on Twitter or send an email to [email protected]

12 Comments

  1. Dongagaleo

    February 27, 2016 at 9:52 am

    Absolutely beautiful…
    I love them all…

  2. Amh

    February 27, 2016 at 10:58 am

    Innovative. Beautiful

  3. prince

    February 27, 2016 at 11:27 am

    lovely designs. different from the usual

  4. michael

    February 27, 2016 at 11:51 am

    i like a lot of the pieces but the finishing of the clothes needs a lot more work

  5. Akin Onobowale

    February 27, 2016 at 12:27 pm

    Great work. Amazing Collection.

  6. ramat

    February 27, 2016 at 2:37 pm

    Hot…..mess.

  7. hezekina pollutina

    February 27, 2016 at 3:06 pm

    i like the men’s clothes better than the womens clothes. and i like the set design but they do not match the clothes.

  8. akpagah

    February 27, 2016 at 3:13 pm

    Mai wanan nai what is this!!!!!!!!!!!!!!

  9. j'suis belle

    February 27, 2016 at 5:23 pm

    o boy wetin b dis for this saturday,as for the first pix i no send

  10. obinna

    February 27, 2016 at 6:35 pm

    Nice clothes,dis designer should come to Abj and showcase for Abuja fashion show,he should contact me for details#08035293973#this is very creative and I love it,just for a few correctional upgrade but I see the future in dis design…..

  11. fleur

    February 28, 2016 at 5:00 am

    Hmm. What is it about the male outfits?

  12. Mrs Haastrup

    March 1, 2016 at 12:42 am

    Warrisis now? I think Toyin Lawani collection beats all these rubbish by far.

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