“Self-expression and identification solidifies style as a person.” Chidinma Obairi
Always clipping on the imaginary mood board in her head, Chidinma Obairi cannot remember a time that she wasn't designing. With her mother as her mentor, greatest style icon and inspiration, she has constantly motivated and supported the Chidinma Obairi brand vision, and ignited the passion for fashion within Chidinma, as a child, as she dressed with effortless style every day.
Shaped by her native Nigeria, for Chidinma, fashion is all about self-expression, selfidentification
and effortless comfort. When it comes to fashion culture, Nigerian women love luxury, high fashion and exceptional quality; and this has enabled her to understand her target market. In terms of manufacturing, she has learnt that attention to detail is imperative and quality control is key, when it comes to brand loyalty.
Through sheer determination, hard work and steadfastness in her journey as a designer, Chidinma has managed to stay true to her brand. With compliments such as “your journey so far inspires me and makes me not want to give up on my dreams, no matter the struggle and challenge," coming from a complete stranger, Chidinma is motivated to push harder, despite the challenges she faces, in terms of manufacturing in Africa.
The manufacturing process has come a long way, but still presents a number of challenges for African designers. African fashion has also progressed, and is no longer identified as overly colourful, bulky or unattractive, but rather stylish and sophisticated suited to the likes of Michelle Obama or Beyoncé. The world has taken notice of African fashion, and local designers need not look far, as inspiration is on their doorstep.
From styling magazine covers to showcasing at GTBank Fashion Weekend in Lagos last year; the warm reception, love and encouragement that Chidinma receives by doing what she loves, inspires others and is incredibly fulfilling to her as a designer and entrepreneur.
She foresees African fashion evolving to reach a larger global audience, growing accessibility to consumers with larger retail opportunities, and cannot wait to be part of the process, with the digital influence allowing her to dress a woman in Australia from her studio in Lagos effortlessly.
Chidinma has always been true to her design aesthetic of glamour, romanticism and timeless elegance, and her AW17 Collection is infused with an abundance of these elements. With effortless elegance as a focus of style identification and expression.
Every women should feel beautiful, strong and glamorous in any piece from this Collection.
Chidinma anticipates an array of opportunities, energy, inspiration and beautiful people in Cape Town; and we look forward to experiencing Chidinma Obairi at Mercedes-Benz Fashion Week Cape Town 2017 taking place from the 23rd-25th March.
Follow AFI on Twitter and Instagram: @afi_sa for constant Mercedes-Benz Fashion Week Cape Town updates as well as show schedules and ticket information.
Follow @maccosmetics and @ghd_southafrica to get the #MBFWCT17 looks locked down.
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