Fruché is an emerging Nigerian brand by Creative Director, Frank Aghuno, with the aim to empower women through fashion and focusing on a new generation of strong, powerful African women. Debuted at Lagos Fashion and Design Week 2016, the brand’s Spring/Summer 2017 collection is called Venusians. Here’s what the brand had to say;
The idea of naming the collection Venusians comes from John Gray’s — ‘Men Are From Mars, Women Are From Venus’. In science fiction and ufology, a Venusian is a native inhabitant of the planet Venus. Many science fiction writers have imagined what extraterrestrial life on Venus might be like. We imagine a world dominated by women.
For Spring/Summer 2017, Fruché focuses on feminism. We were very much inspired by this quote from Chimamanda Ngozi Adichie’s – “Gender as it functions today is a grave injustice. I would like today to ask that we begin to dream about and plan for a different world. A fairer world.” Fruché is trying to communicate the idea of a new generation of African women. This lookbook is a glimpse of our version of venus which consists of strong, powerful and confident women.
We used Aso-Oke (hand woven fabric) to create workwear inspired pieces like an aso-oke version of a power suit which usually signifies authority in a professional and political environment traditionally dominated by men. We’ve fringed silk and cotton aso-oke by hand to create two variations of fringe. We also incorporated denim which was originally designed for male workers and was generic among cowboys and miners. We deconstructed denim by hand to create a wool-like fringe that gives a certain rugged look to the garments. Other workwear inspirations include; white shirts, pin stripes and collars.
Nigerian artist Fred Aghuno of ‘Dricky Stickman’ handpainted words and symbols on T-shirts, shirts, jeans and dresses. Dricky also painted the lookbook backdrop which depicts our quirky version of venus. We’ve incorporated short and midi lengths, asymmetry, thigh high slits, plunging necklines, structured sleeves, cutouts and strong silhouettes. With a monochrome colour palette and also infused primary colours. Fabrics used include vinyl leather, cotton, crepe, sequins, denim, aso-oke and hand beaded french lace.
See the lookbook
Hand-Painted Backdrop/Set Design: Fred Aghuno [Dricky stickman] | @Dricky_
Photography: The Look Trademark | @thelooktrademark
Models: Freda Oluku | @Freda_A
Makida Moka | @Themakidamoka
Eseosa Belo-Osagie | @Eseosa__
Makeup: Leylah Cadne | @Leylarhcadne
Creative Direction: Frank Aghuno | @frankbydesign_
Brand: Fruché | @fruche.official