By Rita Okoye

Fashion has evolved and the business has become more lucrative in Africa. Initially, before the 90s, African fashion was mostly restricted to the black continent, but in this 21st century, African fashion has found its way around global shores.

The rest of the world has picked up on the African fashion prints and appropriated them. In today’s print styles, it’s easy to find Western inspirations blended with native African styles, producing something you can call African-western prints – this has made the prints resonate more with the global audience.

The 2021 Damichi collection is one of such Designs that has crossed the shores of other continents in terms of resonance and inspiration.

The business of fashion in Africa is growing linearly with the evolution of creative fashion styles. The growth of the industry has created more jobs for people in the 21st century than ever before. Fashion designers, product developers, production and manufacturers, stylists, photographers, graphic designers, art directors, and even PR, marketers and models, are some of the jobs that have been created by the rising and evolving African fashion industry.

The evolution of African fashion and the prosperity of the business is due to different factors; beginning from the creative print design patterns to the brilliant styles imagined and crafted by these wonderful designers, up to the users of the fabric, who indirectly promote the fabric.

As already stated earlier, the fabric prints in today’s African materials are not just born wholly from native inspirations, but a mixture of different sources of ideas around the world – mostly from Asia, North America and Europe. These continents seem to have a wide spectrum of fashion knowledge, which is obvious in the prints you see around in today’s African fabric materials.
You will agree that the beauty of any fashion design begins from the prints on the materials because this is where colour proves its power in the fashion industry. The right colour combination relates to people when they glance at the fabric.

It is the very weapon of attraction that magnetises people to the fashion outfit, before the consideration of the style, silhouette and other beautifications.

Oluwadamilola Elizabeth Odulaja 2021 has the right colour combination. This is one of the reasons it is a fan favourite. Oluwadamilola, the founder of Damichi Exoche creates pieces that resonate with the African woman.

The bright colours of the fabric make the wearer shine and give them the ‘main character energy’.

This colour houses a variety of beautifully put-together dresses that should be in the wardrobe of a true African queen.
A good styling always wins the heart of a customer.

Have you ever been to a store and seen a customer pleading softly while bargaining with the fabric merchant, just so the outfit could be bought at a lower price? This happens when the customer falls in love with the garment, and this can only be the case with Damichi’s mesmerising designs.

The brand knows what is good for business.
A good fashion business happens when a designer can create that visual bias with the potential customer. This is because fashion is all about what you can see. It works with feelings and expectations that relate to culture.

This outfit in the 2021 Damichi collection is the kind of garment that you can say portrays unique styles which are blends from the combination of different cultures.

The pieces in the collection show the careful and time-consuming process to arrive at the level of brilliance portrayed in the styling of the dresses.

Have you ever worn a dress to work and your colleagues continue asking you the name of the designer and what store you bought it from? This design gives you such attention. Damichi’s 2021 collection, as earlier stated, is full of fashion pieces that have resulted from a quest to satisfy a global need; a global need born from the exposure of African fabrics on a global scene.

This is one of the brilliant fashion pieces from the 2021 Damiche collection. It is easy to tell the intelligence of the designer who crafted this garment. This dress will relate to both the old and the young.

It is a needy gown that is effortlessly pleasing with wall mart drapes been attached at the lower end of the garment, flowing to the knee.
The neckline resembles a V-neck and the area around it is brilliantly studded. The V-neck looks playfully free as it extends almost like a cleavage that could allow the showcase of a pretty necklace, which of course is a thoughtful style most ladies would admire. It has a loose-fit short sleeve that allows for the revelation of accessories at the arm.

It has a good blend of hues, with major accent colours, ranging from wine in different shades, to purple, white and pink.
This is a dress that would attract stylish people, who understand the need for style and class, and also people who love to get down and have some fun.

This dress could be worn to dinner dates, cooperate cocktail parties and fashion runway shows. It wouldn’t be awkward at religious gatherings either, so it’s a win-win for this dress.

This is another brilliant classic from the 2021 Damiche collection. It is also a needy gown with red wall mart drapes attached to the lower ends. The sleeves are short and have a loose fit. The neckline is a V-neck with some space that allows the showcase of a beautiful accessory.

This dress is the perfect example of African fashion inspired by Western vibes, from the colour pattern of the fabrics to the style and design.
This is the kind of dress needed by women who love to make an impression at events or social functions, women who enjoy head swivelling their way and answering questions about their dress.
This dress could be worn for high-profile gatherings and religious functions.

This needy gown from the 2021 Damichi collection is one of the reasons why fashion is considered beautiful. It has a loose-fit short sleeve and a beautifully studded purple neckline area.

The hue combination of this dress is carefully created and blended in such a way that every colour works and agrees generally with the rest of this piece.

This dress could be worn to fashion runway shows, dinner parties, cooperate business functions, living room parties and any other high-profile social functions that will be suited for this dress, including a religious gathering.
This is the kind of dress that commands the market to fall in love with it and could pop up and become a trend that lasts for a very long time.

This 2021 Damichi collection is a gathering of beautiful pieces that resonate with women who revel in style and love to command respect at social functions. If you’re that woman, this is the collection for you.