By Rita Okoye

In the vibrant arena of African fashion, where cultural storytelling meets high-end runway glamour, Rico Couture’s 10:10 collection stands out as a significant narrative, meticulously crafted by the visionary duo, Coleen Tafadzwa Njanike and Farida Laraba Shuaibu. 

Presented at Arise Fashion Week 2022, this collection is a testament to the founders’ unique ability to blend intricate Nigerian motifs with Zimbabwean elegance, fostering a dialogue between two rich heritages.

Named symbolically to represent perfect synchronicity, the 10:10 collection reflects the harmonious partnership of its creators. Coleen, the designer, draws on her Zimbabwean background to infuse meticulous cuts and form into the collection, ensuring each piece tells a vivid story through its graceful drape and tailored sophistication. 

Farida, deeply rooted in Nigerian culture, brings bold, vibrant patterns and a profound understanding of fabric construction, contributing to the high-quality finish and wearability of each garment.

The showcase of the 10:10 collection at Arise Fashion Week 2022—a cornerstone event on Nigeria’s fashion calendar—was a strategic move. 

This platform not only highlighted the collection’s innovative approach to traditional fabrics but also cemented Rico Couture’s reputation as a frontrunner in the movement advocating for the global appreciation of African textiles.

Each piece in the collection embodied Rico’s ethos of seamlessly integrating heritage with modernity. 

The designs were not just garments; they were exquisitely constructed canvases showcasing Adire and Batik, reimagined through contemporary forms. This approach captivated both the local market and international audiences, particularly resonating at the African Fashion Summit in Abuja, where discussions centered on innovation and sustainability in African fashion.

Coleen’s role as the principal designer allowed her to shape the aesthetic direction of the collection, while Farida’s expertise in garment construction ensured that the creative visions were realized with precision and attention to detail. Their collaborative efforts led to a collection that was widely acclaimed for its creative integrity and commercial viability.

Critics and fashion enthusiasts alike lauded the collection for its blend of African aesthetics with contemporary fashion, a testament to Rico Couture’s commitment to creating unique and culturally inspired designs. The collection proved to be more than just a unique selling point—it was a compelling narrative that captivated a global audience.

Looking back, the 10:10 collection by Rico Couture serves as a beacon for the future of African fashion. It exemplifies how traditional fabrics can be transformed into high fashion, pushing boundaries and setting new standards. 

For aspiring designers, the journey of Coleen and Farida underscores the importance of maintaining a unique vision while harnessing each partner’s strengths in design and construction—critical elements for success in the competitive world of fashion.