By Chinazam Ikechi-Uko.
Fashion week after parties, homegrown exhibits, Naomi Campbell’s go-to store in Nigeria; when it comes to all things fashion, Alara is leading the pack, they call the shots and this time, they are calling for inclusivity within the fashion space—recognition for the Hijabi.
A Hijabi is a Muslim woman or girl who wears a hijab— a head covering that typically covers the hair, neck, and ears, but leaves the face visible. The timeline for the Hijabi experience at Alara starts on the 22nd of June and ends on the 30th.
Alara is a concept store, the luxurious boutique has become a must-see fashion destination in Lagos. It combines international and local fashion, art, design and cuisine under one roof. It is the only boutique where you can spot the very model of the Chanel bag held by Jennie of Blackpink in the Pink Venom music video, next to the KÍLÈNTÁR mami wata collection cosigned by Tems.
DISCOVERING THE HIJABI EXPERIENCE:
This one-of-a-kind store offers a unique shopping experience by combining established international luxury brands with creations by up-and-coming African designers, all housed in a stunning building designed by renowned architect David Adjaye. Now, Alara has curated the perfect experience fresh off the Eid-ul-Adha celebration.
Eid al-Adha, also called the “Feast of Sacrifice”, is a major Islamic holiday celebrated worldwide. It commemorates Prophet Ibrahim’s (Abraham’s) willingness to sacrifice his son as an act of obedience to God’s command. The Nigerian Federal Government has declared Monday 17th, and Tuesday 18th June 2024 as public holidays to mark the celebration.
While we celebrated the festivities, Alara embarked on a mission to find the best photographers and filmmakers. They wanted them to contribute to their latest project– a Hijabi experience.
WHY IT MATTERS:
Alara aimed to redefine how we envision fashion and our community, especially, the Hijabi community. The discussion in inclusivity often ends at race and size, however, religions remain a vital part of the community and women in these circles matter.
Fashion is an art form, a visual form. Fashion has come a long way from its rigid structure and focuses on mirroring society. Representation acts as a mirror for the audience, so carving a safe space for Hijabis is as crucial as widening one’s size market.
WHAT WAS IT LIKE?
Alara pulled the greatest fashion stunt since The Garbe Life launched a Yoruba fashion film, GBAJUMO in October 2023. The modest fashion experience was divided into two segments; an exhibit which used photography and film to tell stories of the women who choose to define themselves as Hijabs. The second segment took an E-commerce approach and a pop-up shopping event was hosted on the 22nd and 23rd of June 2023.
WHAT BRANDS WERE AT THE POP-UP?
The pop-up posed an eclectic array of brands with jewellery, garments and accessory stores ready to give you their best collection. This included IHUNAYA: a jewellery store that travels the African continent in search of artisans looking to educate people about their country’s prized jewellery skills. From beadwork by Ghanaians to the metalwork and native motifs from Kenya. EJIRO AMOS TAFIRI: an award-winning brand, known for its elegance and fusion of African tradition with modern flair. AMINDA OFFICIAL: A womenswear brand bringing vibrance to the industry. MAIRACHAMP: an artisanal brand meticulously designing beaded handbags. MIRELLA BROGGI DAUGHTERS: a maximalist brand. TURFAH: an avantgarde label.
TURBAN TEMPEST: a turban brand that believes in modesty, a life of luxury & traditional discovery. Plus they offer custom turbans. PINK FLEUR: shop their silk scars. NEEMA TAI: who crafts timeless pieces with African prints. HERTUNBA: a wearable art store. YWANDE LAG: a brand known for its skilled craftsmanship. LOIS REGALIA: a jewellery store. NIFA STUDIO: a modern RTW to womenswear. HUE RTW: a brand that celebrates light fabrics. REMI WAHAB: a sustainable brand with practicality and style. DEEZMUNDU: a holistic African wellness experience designed for women. The sanctuary offers ancient beauty rituals to nurture your well-being, mental health, and inner and outer beauty.
A LOOK INTO THE EXHIBIT:
The exhibit which took place on the topmost floor at Alara featured 15 creatives who centre hijabi women in their work. The photos tell a compelling tale of the vibrant world of the hijabi because, in the end, they are also women with lives, loves, passions and demands. The hijab is a part of them but it is not all of them and their fashion choices deserve to be celebrated too.
