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Baileys, celebrating creativity among women

By Florence Utor
03 February 2015   |   11:00 pm
CREATIVITY is a critical element in making a success out of any field one chooses. This is why artistic fields, those who break even are people who keeps coming with innovative ideas that the market is either yearning for or that keeps it excited.      So in artistic endeavours, arts, music, dance and fashion,…

CREATIVITY is a critical element in making a success out of any field one chooses. This is why artistic fields, those who break even are people who keeps coming with innovative ideas that the market is either yearning for or that keeps it excited. 

    So in artistic endeavours, arts, music, dance and fashion, many of the stakeholders; especially the young minds coming into these sectors in Nigeria are exhibiting great innovative tendencies and breaking norms to come up with exceptional works that are not only appreciated in Nigeria but also exported to the rest of the world.  

  Understanding that motivation plays a critical role in boosting creativity and wanting to celebrate women who have shown great creativity in their chosen field of fashion, Baileys recently decided to sponsor the 2014 African International Fashion Week (AIFW) and the Exquisite Ladies of the Year (ELOY) Awards 2014 in Lagos. The two events, no doubt, are melting points for fashion, beauty and style and they are offered in a classy manner. No wonder, Baileys a product of style and class decided to be part of the two projects. 

 The African International Fashion Week (AIFW) is an initiative focused on building and promoting talents besides showcasing the creativity of talented designers.

   At the 2014 AIFW, Baileys, world’s number one cream liqueur from the stable of Diageo, chose to inspire African women by encouraging and celebrating their talents and creativity. The event, a three-day activity packed fashion show, that took place at the Oriental Hotel and Muri Okunola Park in Lagos, celebrated Africa’s established and emerging fashion designers who are striving to portray the African continent in unique and colourful ways to the world through their neoteric pieces.

    As part of the three-day activities, Baileys hosted the Ladies Night Out party, a Baileys’ novel initiative, at the Four Points by Sheraton Hotel. The party had the Cocktail specialist, Lara Rawa of Event Cocktail, treated guests to variety of ways and methods to style their Baileys while the award winning BM Pro did the makeup touches for the fabulous ladies who graced the occasion. There was also a runway fashion show by renowned designer, Ituen Bassey.

   The producer of the festival, Joan Okorodudu who was delighted about Baileys involvement in the AIFW, said, “We are glad to have the backing of the world’s No. 1 Irish cream liqueur, Baileys, promoting and supporting women on our platforms of fashion, beauty and creativity”.

    A highpoint of the grand finale of the AIFW was the runway display of a special design collection, which was inspired by Baileys. It was designed by LK Mon Ami, a foremost Nigerian fashion designer, who clothes many Nigerian celebrities and has participated in many notable international fashion shows. 

   Also on display at this Fashion show were collections from renowned designers such as Carducci, Gozel Green, Salem Signature, Totally Ethnic, Modella B and a host of other designers from across Africa.

  Baileys Brand Manager, Ufuoma Udjoh, relishes Baileys’ association with African International Fashion Week 2014. “We are excited with our partnership with the African International Fashion Week, playing host to global fashion and genuine creativity. Baileys is a brand that appeals uniquely to women and what we are doing is celebrating creativity that boosts the timeless appeal in women in a fresh and contemporary way”.

  Earlier in the month Baileys had sponsored the ELOY awards as part of its commitment towards celebrating Nigerian women and helping them build strategic partnerships. The ceremony, which held at the Intercontinental Hotel, Lagos was indeed the convergence of the crème de la crème of women in the entertainment, fashion, and music industries. Some of the attendees included Taiwo Ajayi-Lycett, Iretyola Doyle, Osas Ighodaro, DJ Nana, Funke Akindele, Elvina Ibru, Kenny Saint Brown, Mimi Onalaja, DJ Lambo, and several others.

  Explaining Baileys’ sponsorship of the awards, Udjoh said that Baileys is committed to celebrating contemporary women in their various fields of endeavours. She further said that Baileys is always ready to create or support a platform to celebrate women and ELOY provided the right platform to celebrate Nigerian women.

  The ELOY award, a recognition initiative of the Exquisite Magazine, is meant to celebrate the success of women who have made significant impacts in their fields and grown to become shining lights other women admire and emulate.

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