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