By Chinazam Ikechi-Uko.
“Our vision was to craft a collection that resonates with wearers for an extended period without feeling out of place or becoming monotonous.”
Lights, camera, action!
It is an undeniable fact that Lagos is the fashion darling of West Africa. The city has shelved streetwear festivals, home fashion films, fashion souks, experiences and runway shows. Everyone knows the best place to shop is Lagos but what if there was a silent contender growing; another city taking baby steps and finding itself, a capital city aiming to become a fashion capital? With Streetsouk having a chapter in Abuja, it is safe to assume the city will have a feel of what it is like to be a fashion capital. However, that would not be the only fashion event to rock the monoliths of the hilly city. A brand celebrated for its skilful craftsmanship and tailoring in its Kaftans and Agbadas has a plan to ignite what could be the city’s fashion season- An Experience.
ABOUT AFRICANA COUTURE:
Meet Africana Couture, a luxury brand that has provided tech bros with traditional attires with modern spins. As a Lagosian, I love when men go big and play dress up for owambe, however, I needed clarification on why a fashion label would choose Abuja as its location. Sure, it is a renowned brand and its headquarters are in Abuja but I’ve seen brands across Africa fly into Lagos for their shows because the buzz is guaranteed. Abuja on the other hand is a risk… so why take it and who dares to take it? Well, that’s our latest spotlight brand, Africana Couture.
I fell down a rabbit hole but one of my favourite aspects about being a writer is discovering what runs through people’s minds. Why? How? What? When? Maybe the love of forensics has transformed me but hitting people with interrogative pronouns is my favourite pastime. With everything I learned my fascination grew more. Charles Oronsaye, the CEO and founder of Africana Couture, was born in Delta State. He tried his hands at music competitions and even got shortlisted as an MTV video jockey finalist. However, his entrepreneurial spirit led him to pivot towards fashion. In 2012, he founded Africana in Abuja, which has now evolved into a global lifestyle brand with stores in multiple countries under the banner of AFRICANA X.
As Africana prepares to unveil its latest collection titled, “THE ART OF LIFE,” at the upcoming inaugural show “AFRICANA EXPERIENCE LIVE.” I couldn’t help but ask questions about this new step, an experience is a big deal, I associate performances and live music with the word “experience” thanks to the annual Christian concert in Lagos. So why does a brand known for amazing traditional wear want to redefine the fashion scene of a city and what should we expect from the collection and the experience? I guess the best way to find out is by asking the risktaker himself, Charles Oronsaye.
Q: I did a bit of research and I found your life very interesting but I would like to hear about the name, AFRICANA COUTURE, what inspired that?
C: That name was initially a collaborative creation. After we (Charles and then-partner, Brown)split, he didn’t care and wanted me to keep it. I told him I would make him want it back, and I’m glad I did.
Q: I have had an itch to scratch since I discovered what you have in store this December. So Africana is already an established brand in Abuja, Abidjan and Dakar, what about Abuja made it the right location for the Africana Experience?
C: I started in Benin, but I found balance in Abuja, and establishing Africana here was my way of giving back to the city.
Q: Another risk I want to discuss is the AFRICANA EXPERIENCE LIVE. Fashion shows are a great way to showcase a new collection, why opt to give a full experience that would include other dimensions of art as opposed to a regular fashion show?
C: I wanted to break the conventional fashion lifecycle mould. The aim is to create a unique, large-scale event, showcasing my art and inspiring upcoming talents. I want other aspiring creators to know they don’t have to wait for the traditional fashion weeks to present their art. The typical fashion show format – guests arrive, watch a catwalk, and leave – is a well-trodden path. I aim to transcend this traditional approach by offering a full, immersive experience. This event isn’t merely a fashion show; it’s a celebration of art in its myriad forms. We’re incorporating various artistic elements to create a multi-sensory experience. The idea is to captivate not just the fashion lovers but to enchant those who may not have had a prior interest in fashion.
Q: So I have been talking about how a fashion experience is hitting The Buj but that raises a lot of questions, what is a fashion experience? So can you provide more insight into what attendees can expect at the “AFRICANA EXPERIENCE LIVE” event?
C: Attendees can expect a comprehensive event, featuring the first proper runway in Abuja, choirs, a nostalgic-to-futuristic music playlist that goes back to the 90s, and quality food. It’s a free community event, offering a glimpse into the Africana Republic.
Q: Could you elaborate on the inspiration behind “THE ART OF LIFE” collection?
C: It represents a significant evolution in our approach to creation. We’ve created merchandise and imbued it with significant meaning and consistency. This collection is heavily centred around storytelling and symbolism. For instance, the leather goods feature 4 cm by 4 cm squares, representing the aerial view of the Pyramid of Giza. Such details and many more others are the result of extensive research and development, reflecting a blend of inspirations rather than a singular source. The creation process involved a collaborative effort with key team members like Quincy, Ifidon, and Awaitu, who each brought unique perspectives and contributions to the table.
Q: Africana boasts of having four pillars; Nostalgia, Optimism, Creativity, and Culture. How does this play into this collection?
C: – Our ethos is centred around optimism and endless possibilities.
– Nostalgia is a significant source of inspiration for us, drawing from past experiences and memories.
– Our products are tangible memories that evoke nostalgia and tell a story.
– In our context, creativity is synonymous with functionality, especially in architecture.
– Our designs aim to create a universal fashion culture that transcends age, gender, and geography.
– We intend to establish a community of individuals who share the same fashion ideology, creating a culture around our brand.
Q: Music has been a huge part of your life, are there songs you associate with this collection?
C: We’re currently developing a special playlist spanning the Billboard 100 from 1998 to 2023. The choir will perform songs that encapsulate this period.
Q: Why 1998?
C: It was the year I started understanding and appreciating music deeply. I was in secondary school and would spend my money on lyrics books.
Q: Is there anything else that this collection is largely associated with?
C: This collection is special to me because it supports my lifelong goal of contributing to charitable causes, particularly those that help the underprivileged. The idea behind this collection is to offer a valuable solution to those in need and donate a portion of the proceeds to purchasing a dialysis machine for Gwagwalada General Hospital. This initiative is close to my heart as it serves the most vulnerable in our community by providing free dialysis treatment, showing the impact fashion can have beyond the runway.
Q: Word on the runway is that you brought in a guest creative director to the team, how has the experience been and what would you say pushed you to make this decision?
C: The collaboration with Ifidon, the guest creative director, will be our second time working together. It has been a journey of growth, mutual learning, and maturity. This decision was driven by a desire to bring fresh perspectives and dynamism to our brand, helping us evolve and break new ground in fashion design.
Q: You have had 15 professional years in the industry, you once ran a fashion brand, Tony Cream which was quite an eponymous label because your alter ego was called Tony Cream, how different is that from Africana Couture?
C: Yes. Tony Cream represents an earlier, more experimental phase of my career. Africana Couture, in contrast, is more about functionality and mature design.
Q: On the topic of ethics, beyond fashion, as a young adult, a brand’s ethics are equally as important to me as its quality. Africana has been focused on doing a lot for the community. Could you provide more details about Africana Couture’s involvement in healthcare equity, particularly in addressing Chronic Kidney Diseases (CKD)? Why CKD?
C: Africana Couture is committed to innovation and social responsibility. We create job opportunities and advocate for healthy practices in the supply chain across four countries. Despite the challenges posed by limited resources, we strive to make a positive impact on our community and environment. Our focus is on healthcare, and since 2019, we’ve been dedicating a portion of our earnings to supporting financially challenged patients in hospitals, especially those suffering from CKD. Our ‘Art of Life’ collection is dedicated to funding a dialysis machine that operates free of charge and represents our belief in merging our creative work with meaningful social causes.
Q: Back to fashion, what has been your favourite part of making this collection?
C: The most enjoyable aspect has been the process of exploration and discovery, travelling across the globe for inspiration and materials. These experiences have been instrumental in shaping the collection and my creative vision.
Q: Why kaftans and agbadas? What do you love about menswear?
C: Kaftans and agbadas are close to my heart because they represent our cultural heritage. We’re passionate about redefining these traditional garments, transforming them from mere cultural attire into modern fashion statements. Being a tailor focused on Kaftans and Agbadas used to be frowned upon, almost a taboo. However, through our efforts and those of fellow designers, we’ve elevated these garments to the same prestige as suits, changing how they’re viewed both culturally and in the fashion industry. We’ve already established a strong presence in Africa, setting the stage for global expansion. This process of elevating traditional menswear is what excites us. It’s about taking something inherently African and showcasing its versatility and elegance on a global platform.
Q: Now because the people want to know; does Africana deliver to other countries? and how can Africana lovers in other states purchase pieces?
C: Yes we do. Our e-commerce channel is www.shopafricana.co
Africana is building an architectural masterpiece narrating the story of African fashion’s evolution and promise, led by a visionary redefining the contours of a vibrant heritage.