By Rita Okoye

Different regions and territories are known for their unique cultures and traditions. But how do they portray and celebrate these indigenous customs, beliefs, and values? Many do so through food, literature, and festivals that resonate globally.

However, one of the most significant ways that culture has been showcased and exported worldwide, even without crossing borders, is through fashion.
From the traditional worn by women in India and other parts of South Asia to the Qipao—the most famous traditional Chinese dress and the kimono,a symbol of elegance and modesty in Japanese culture, fashion has become a powerful channel for cultural expression.

Fashion has significantly influenced the global transport of culture. For instance, popular actress Priyanka Chopra, who has millions of followers, often praises her traditional saris, claiming they make her feel empowered.
But why is it important to wear traditional clothes?

Why does it matter that culture is infused into our lifestyle, including fashion, one of the fastest-growing industries in the world?
Fashion is not just about glamour; it has become a multi-billion-dollar industry. The fashion industry is expected to hit $770.90 billion in revenue in 2024, with an annual growth rate of 8.94%, potentially reaching $1,183.00 billion by 2029.

So, it’s no surprise that fashion-forward individuals use this enormous industry to portray who they are, sharing their culture and heritage to celebrate their way of life. Fashion has been one of the most effective channels to influence culture through traditional garments and attire.

For example, the use of silk in Chinese fashion is a result of a long history of sericulture and silk production. In Africa, the intricate patterns and designs found in textiles like the vibrant Ankara prints reflect the continent’s rich cultural heritage and craftsmanship.

Our outfits are deeply embedded in the foundation of our daily lives, carrying hidden histories. When a Yoruba woman pulls out an Aso Ofi from her wardrobe, or a man throws a Dansikiki around his neck or we step out in foot wears from Ankakra fabrics, we are embodying our history and tradition, showcasing what makes us who we are.

This fusion of culture, tradition, and modernity was the cornerstone of Olamide Afsat Adams 2022 collection. A renowned designer whose work challenges norms in the fashion world with distinctive designs, beautiful craftsmanship, and intelligent use of colours, materials, and styles to portray the 21st-century woman.

Her brand, Fabric Etcetera, integrates cultural heritage and global fashion trends while maintaining a commitment to quality—a trait that sets all her masterpieces apart.
Her design ethos is commendable and refreshing, bringing a tasteful appreciation of her creations while celebrating culture, art, and innovation.

Combining patterns in fashion is admired by many, but it requires artful and skilful prowess to successfully execute such an adventurous feat. Olamide graciously achieves this in the Blend of Heritage collection with the Double Dose Jumpsuit. The mix of two similar materials is a stunning nod to craftsmanship, showing that fashion doesn’t have to be boring but can be adventurous and innovative in design.

This jumpsuit stands out in the 2022 collection with the masterful blend of two iconic similar fabrics: Ankara, a popular African print, and Adire, an indigenous textile from the Abeokuta people in Ogun State, Nigeria. This combination showcases different shapes and patterns on the trousers, with Adire designed using wax-resist methods, resulting in a dazzling array of tints and hues.

The use of lightweight material makes this outfit an easy choice and a wardrobe staple for the 21st-century woman who is on the go, pursuing her goals while celebrating her African heritage. The smart and fitted pant trousers are delicately and precisely tailored, making them suitable for almost any occasion—from casual outings with friends to family celebrations or even corporate gatherings where you want to flaunt your African heritage while appearing chic. Who says Ankara fabric can’t be both alluring and fabulous? Olamide showcases cultural heritage while ensuring her designs serve a purpose and convey a message to all.

The collar attached to the top speaks volumes about the fusion of modernity with Ankara fabric, embodying Olamide’s design ethos. The short sleeves make it easy to wear on a hot summer day, while the tailored shirt-style bodice with smart short sleeves made from dynamic black and white geometric-patterned Ankara is trendsetting. The button at the midriff doubles as a fastener and provides comfort for the wearer, especially for nursing mothers who want to look attractive and stylish.

The skilful blend of two distinct patterns creates a design that captivates onlookers, leaving them intrigued by the seamless match. The use of black and white colours makes it suitable for any complexion, ensuring that the outfit is not limiting for any woman who values versatility. This outfit perfectly represents modern Afrocentric style, effortlessly combining traditional patterns with contemporary design. The result is a look that is both indigenous and undeniably striking, appropriate for various settings, and adaptable to different occasions with a simple change of accessories.

The entirety of this jumpsuit speaks to the rich cultural heritage and ideas that can be conveyed to other cultures around the world, especially with the inclusion of a piece synonymous to Adire in the design.
The bob-cut wig complements the outfit without overwhelming it, accentuating its beauty. The simple stiletto sandals complete the look perfectly. The minimalist accessories add elegance to the outfit, making it suitable for any skin tone.

Pick the Double Dose outfit as a ready-to-wear piece, then accessorise, and you’re good to go about your day without worries.
A burst of colours never hurts in fashion where imagination and exploration are limitless, especially in the hands of top designers who know how to make an outfit vibrant yet flattering without breaking any fashion rules. With a thoughtful selection of colours to craft a visual balance, the Sewa Dress is a perfect example of hues blending seamlessly with body shape and style.

The choice of purple as the dominant colour in any outfit flatters all skin tones. Purple is often associated with royalty, and its various shades exude confidence and create an aura of authority. This attention to the significant use of appropriate shades demonstrates Olamide’s fundamental approach in crafting the Sewa Dress, as she brilliantly flexes her design talent. The fitted bodice features a layer of purple Chantilly lace over Ankara, creating a striking contrast between the two fabrics while maintaining visual harmony in the upper part of the dress.

From the neckline, the Sewa is a truly feminine dress, through and through. The sweetheart neckline effortlessly adds the illusion of curves without making the upper part overly revealing for any body type that chooses to wear this outfit. To add a dramatic touch to the neckline and overall look of the outfit, Olamide showcases her craft and innovation with the use of a hand-woven fabric (Aso Oke) cape that adds a touch of delicacy and visual interest without overwhelming the design.

The standout feature of the dress is the off-shoulder cape made from metallic, two-toned Aso Oke fabric, which beautifully carries the hues of purple and mint—the dominant colours of the Ankara print. The use of handwoven Aso Oke nods to Yoruba heritage, representing a deep connection to Nigerian culture. This traditional fabric, known for its vibrant colours, intricate patterns, and rich textures, is significant for special occasions as it symbolises cultural heritage, status, and identity. Olamide’s use of Aso Oke in this piece celebrates African craftsmanship and highlights sustainability and ethical fashion while utilising a handwoven fabric that employs traditional techniques passed down through generations.

The lower part of the dress is made from premium Ankara print with a mix of spiral and box shapes in the pattern, combining white, purple, and mint colours to perfectly balance with the dominant colour of the upper part of the dress. Talk about a creative blend of colours in clothing.

Beautifully designed and sewn in a fitted style for glamorous occasions, this outfit is for the woman who wants to make a subtle statement about style, showcasing an aura of class and luxury in any room she steps into.
The dress is undoubtedly a feminine and romantic outfit, with its colour, style, and elegant seams—attributes that resonate with the modern woman. Just as the name implies, Sewa—a Yoruba word for beauty—this dress embodies beauty in every detail, from the choice of fabric to the overall silhouette.

This piece truly challenges preconceptions about cultural boundaries in fashion, suggesting that true innovation in fashion is not restricted to Western designs, but African textiles can be used to create avant-garde, vogue-worthy outfits.

Overall, the variety in this collection is truly noteworthy. Olamide has established Fabric Etcetera as a comprehensive fashion brand capable of meeting diverse style preferences and catering to different occasions. She portrays herself as a designer with a wide range, unconfined to a single style.

While some may think the collection leans toward traditional heritage and Afrocentrism, Olamide balances this by making each piece not just an African representation but a wardrobe staple worthy of global relevance, even on the runway.

This blend of heritage collection beautifully combines different fabrics, smart use of colours, and impeccable sewing, with delicate embellishments. Any choice of outfit from the 2022 collection, paired with the right accessories makes for suitable attire. All the pieces are alluring and timeless, deserving to pique the interest of any fashion enthusiast who appreciates beauty.