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Ndani brings some Naija spirit to Selfridges this Christmas

Ituen Basi Dolls

Selfridges holds host to a pop-up event that celebrates the emerging Nigerian fashion and lifestyle scene… The blossoming Nigerian fashion design business is now coming to the attention of serious players and taking it’s place on the world stage.

2012 has been a great year for Africa and the rest of the world has taken note. In a year that has seen interest in the UK and other European countries (namely Italy) for Nigerian fashion, this is an apt end for an eventful year Nigerian fashion. What with the Africa Utopia event in the Summer as well as our own Africa@SOBOYE event, the momentum for all things African has got into full swing and is set to further develop in the coming years and moving purposefully beyond trend status.

Widely recognised as one of the world’s fastest growing economies and regularly in Economists top 10 lists, Nigeria has been quietly developing it’s own fashion business and has managed to successfully hold it’s own fashion week Lagos Fashion and Design Week, for several years now with a widening influence and importance.

With the support of Omoyemi Akerele who has spearheaded the movement and promoted Nigerian Fashion under Style House Files umbrella with the backing from Guaranty Trust Bank (GTBank), this new initiative brings Nigerian Fashion to an international market and gives it some much needed credibility, as well as some marketability.

Hand beaded embellished print designs by Jewel by Lisa

The hand-picked selection of Nigerian goodies is a welcome change to the usual merchandise found in Selfridges and offers a nice counter balance to what is usually on offer without the product seeming ‘crafty’ or second rate, with the quality presented being on par with the other designers wares and in keeping with Selfridges stringent standards.

Ndani will be at Selfridges until the end of the month.

For more information go to : http://www.africafashionguide.com/2012/11/ndani-the-nigerian-fashion-project-at-selfridges-london-in-colab-with-lagos-fashion-and-design-week/

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