Chic Silhouettes & Timeless Artsy Prints, Idma-Nof Takes Us ‘There’

Chic Silhouettes & Timeless Artsy Prints, Idma-Nof Takes Us ‘There’

Nigerian based womenswear brand IDMA-NOF does chic silhouettes and timeless artsy custom prints for Spring/Summer ‘18 tagged; ‘THERE’.

Idma - Nof SS18 Collection (4)A sequel to the previous A/W ‘17 Collection ‘Tomorrow Calls’, ‘There’ continues the story about the journey of education.

The narrative begins with the beauty of books and education and the promise of a better life they bring. With embroidered university certificate texts and brightly coloured flowers in custom prints, set against a backdrop of old and worn books the collection evokes a feeling of both nostalgia and modernity.

Idma - Nof SS18 Collection (1)

Idma - Nof SS18 Collection (10)

The collection makes success its focus; questioning the social perceptions and mindsets in Nigeria surrounding success and the subsequent effect on university degree choices, representing this with graphs and equations.

The collection also highlights the current economic climate in Nigeria and the disappointment facing young graduates while acknowledging the optimism of Nigerians as they hold on to hope like a flower.

The collection again brings to fore the brand’s love for bold aesthetics and exciting craftsmanship with print mixes, splotches of colours, embellishments inspired by the bitumen paintings of artist Dan Dunne ringing in summer with excitement.

The collection features dresses with couture pleat details, pleather pants, kimonos, velvet tops, dense shifts, and more offerings in summery hues.

Idma - Nof SS18 Collection (6)

Idma - Nof SS18 Collection (67)

Idma - Nof SS18 Collection (49)

Idma - Nof SS18 Collection (83)

Idma - Nof SS18 Collection (75)

Idma - Nof SS18 Collection (62)

Idma - Nof SS18 Collection (16)

Idma - Nof SS18 Collection (18)

Idma - Nof SS18 Collection (21)

Idma - Nof SS18 Collection (14)

Idma - Nof SS18 Collection (39)

 

 

Photography – Kosol Onwudinjor @kosolonwudinjor

Models – Grace @bethmodelafrica, Lilian @catch22models

 

Make-up – Odiri Obrutse @odirididit

Hair – Tochi Nwosu @nwosunelly

Creative Direction – Mfon Ogbonna @idmanof

PR – Olamide Olarewaju @elemdeeo

 

 

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