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On The Catwalk: Ejiro Amos Tafiri, Tokyo James & Maxivive at Glitz Fashion Week Africa, Was It Worth It?

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Tokyo James

Tokyo James

On The Catwalk’ is a new column by BellaNaija’s former fashion writer and critic turned fashion publicist and vlogger – Richard Akuson. The column seeks to explore the length and breadth of the emerging Nigerian fashion industry. Richard shares his thoughts on happenings within the industry, one issue at a time.

The Glitz Africa Fashion Week has come and gone, but the presence of some of Nigeria’s most promising design talents at the week, I feel deserves some further questioning. Despite the fact that it was in Ghana, and indeed, the week might have helped in introducing them to a new audience – the question still remains, is it a good platform? If not, what could have necessitated such an outing?

Maxivive

Maxivive

From a personal point of view, while at BellaNaija and after, I got many job offers from established and emerging lifestyle/fashion print and digital publications offering me editor-level positions. The one question that always kept me in-check was if any of them was a step-up for my career and personal brand, that’s the question that I’ve employed throughout the span of my career. If I’m doing it, then it has to be adding something new or better to my career.

It is in the same vein that I view designers/brands and the decisions they take. At the end of the day, the reality of this industry is that you’re only as good as your last presentation or design, and if going with this line of thought, then Ejiro Amos TafiriTokyo James and Maxivive are only as good as their most recent showcase at the Glitz Africa Fashion Week, which I must say wasn’t their strongest outings for the three brands.

Maxivive

Maxivive

Additionally, I am of the opinion that they did a not-so-great job in affiliating their brands to a fashion week that hasn’t visibly grown from their aesthetics, to the designer line-up and show goers. Regardless of how good an appearance fee might seem, assuming they were paid to show – because that’s the only logical explanation I can think of that can sufficiently explain why these quickly emerging Nigerian brands will decide to affiliate their brands to the fashion week – the long term effect of their decision should have taken priority over any momentary gratification they might have enjoyed.

Maxivive

Maxivive

For the record, I have nothing against the week, but for brands such as Tokyo James and Maxivive that were just fresh off a highly acclaimed showcase at South Africa Menswear Week, and Ejiro Amos Tafiri’s much talked about presentation at last season’s Lagos Fashion & Design Week, this was just an anti-climax to all the good work they’ve put out this year.

2016 Glitz Africa Fashion Week - Ejiro Amos-Tafiri - BellaNaijaStyle - BellaNaija.com - 03

Ejiro Amos Tafiri

I thought the collections shown did so little in showing their skills. Ejiro Amos Tafiri showed what I thought wasn’t her best collection thus far, which is quite unsual especially because I’m aware of the level of showmanship and expertise that the brand employs in their shows and collections. The collection had structured ruffles in the glossiest organza that I’ve ever seen. Then there were pieces in glittery red that didn’t appear runway ready! The collection didn’t look cohesive and seemed a little bit rushed. What do you think?

2016 Glitz Africa Fashion Week - Ejiro Amos-Tafiri - BellaNaijaStyle - BellaNaija.com - 06

Ejiro Amos Tafiri

2016 Glitz Africa Fashion Week - Ejiro Amos-Tafiri - BellaNaijaStyle - BellaNaija.com - 010

Ejiro Amos Tafiri

Between Maxivive and Tokyo James, they both showed the same collections they’d shown in South Africa Menswear Week, which puts to question the need to show the same collection twice especially when worn the same way with no variation in presentation or styling. Tokyo most notably styled the collection in the same remarkably unmistakable bondage and discipline, dominance and submission, sadism and machoism (BDMS) theme with the neck cuffs, chains and belts.

tokyo james_GLITZ-AFRICA-FASHION-WEEK-2016-4-31_bellanaija

Tokyo James

Tokyo James

Tokyo James

In this regard and the above mentioned, I find it difficult to understand the rationale behind these brands’ presence at a fashion week that does not compare to the last platforms they’ve shown at, but perhaps some of you might have clues as to some of the reasons that could necessitate such, I’d love to read your thoughts in the comment section.

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]

6 Comments

  1. Fisayo

    October 18, 2016 at 3:30 pm

    I agreeeeeeeee with you Richard!!!

    The whole thing looked like it was waiting to exhale and it never quite did. Ejiro Amos Tafiri, why na?

  2. Prince

    October 18, 2016 at 3:40 pm

    Ejiro fall my hand. I don’t just understand all of them.

  3. ...just saying

    October 18, 2016 at 6:23 pm

    So says the man who can’t even dress averagely for his own vlog, let alone the red carpet. I had a lot of respect for Emmy Collins as a cric because boy could show you how to dress mehn

  4. Ghost

    October 19, 2016 at 12:20 pm

    It was the most boring fashion show ive attended. most of the guests were simply walking from their hotel rooms to the fashion show. the designers were all students. I feel like I should have stayed in nigeria.

  5. TITI

    October 19, 2016 at 5:10 pm

    Ejiro’s design kind of look tacky, like she was not prepared. Other designers, i think i like.

  6. Tunde

    October 26, 2016 at 3:30 pm

    Sorry who is this Richard self when did he start becoming a fashion expert please I see the clients he represents nothing to right home about any brand that put their faith in some nobody kid from abuja that doesn’t even know the essence of fashion need to go and sit down u think because u to some designer to Uganda to show ur the it thing nugga fall back know your place in fashion

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