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Front Row with Deola Sagoe at AFI Joburg Fashion Week 2018

September 24, 2018

Johannesburg – Signalling the start of a new fashion calendar, the unequivocal AFI Joburg Fashion Week 2018, pioneering in luxury African fashion, is set to take place from 4 to 7 October 2018, and Nigerian born designer Deola Sagoe- a visionary with a unique approach to her craft; will lead a showcase on 05 October, following her creative
evolution in the fashion industry over the years. What a better way to appreciate her trends and movements which have shaped the course of a modern woman.

Deola Sagoe Ltd, has recently undergone re-branding to simply, Deola.

The startup story of this leading lady of the African haute couture fashion scene is one that could rival any Paris catwalk story. With top models, A-List celebrities and famous society personalities making up her clientele lists, Deola Sagoe, founder of haute couture fashion house Deola, is an entrepreneurial success story of note, putting the Nigerian fashion scene well and truly on the global map.

With humble beginnings from MNET Face of Africa/Africa Designer in the years 1998 and 2000 respectively, Deola has left a global footprint across the various continents.

She has since won the MNET Anglo Gold African Design Award, and has been nominated by the legendary US Vogue Editor, Andre Leon Tally as one of four designers from Africa to show their work at New York Fashion Week 2000.

In September 2014, as the first African designer, she continued to lead the way in showcasing her own stand-alone show at New York Fashion Week. In 2006, Deola Sagoe was appointed ambassador of the United Nation’s ‘Catwalk the World: Fashion for Food Campaign’, Deola featured her Collections in a series of shows across the globe.

Deola continues to beguile audiences with her originality and vision. Her global appeal is derived from her fashion identity – a tapestry of cultural heritage, local, nearly lost techniques, revitalized and modernized, making them accessible to today’s woman. Bespoke Deola pieces are essentially sculpted around the body of the wearer, thus the
designer’s cut and form genius become transformative on the wearer. Fashion-conscious women worldwide, spanning from Africa’s first ladies to renowned personalities including Naomi Campbell, Thandie Newton and Lydia Hearst have adorned Deola collections.

“African designers need to celebrate their cultural roots and fashion history in order to become globally competitive.” Says Deola.

The woman entrepreneurship dynasty in the fashion business continues through Deola’s three daughters who in 2011 together with Deola founded their own CLAN label, a crisp, original, dynamic brand producing meticulously designed occasionwear, which ranges from staple pieces that every women should have in her wardrobe to trendy workwear and luxurious evening wear.

At the heart of the company, headquartered at the luxurious Deola Sagoe flagship store in Victoria Island, Lagos, is the atelier where the numerous crafts people expertly busy themselves with pattern making, tailoring, embroidery and embellishment. The span on the fashion value chain, from design to retails, is all nucleated within the building.

With the theme, “Tropical Galactica” set for AFI Joburg Fashion Week 2018 Deola and Clan will open a designer runaway for attendees to experience a sweeping Tropical Rainforest from the heart of Africa; only this time, with a curiously striking infusion of the Outer-Space.

“I often fuse African cultural style with a modern approach to design. I love the dynamism of creating modernity out of something that is steeped in history. I think it’s what gives my collection such a cultural mix.” Says Deola Segoe.

W: Deola Sagoe

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