Motunrayo Yetunde Ajayi may not have intended to tap into global market trends with Urban Roots, but she has done just that and with striking authenticity. Showcased at Fashion Finest Africa on June 3, 2023, the collection blends comfortwear with a cultural edge in a way that’s not only emotionally resonant but commercially viable.

At a glance, the capsule may look like athleisure. But a closer inspection reveals sharp tailoring on jogger hems, double-stitched seams for durability, and textile choices that reflect more than seasonal trends. Ajayi’s commitment to form and function makes this a contender for export-ready Nigerian fashion.

What makes the collection sing is its hybrid language: lounge staples cut with precision, layered in fabrics that whisper of home. The decision to integrate burnt orange prints (almost like a localised camo) across genderless silhouettes reflects a savvy understanding of what’s next in luxury fashion, ease with and narrative.

The only critique? A few risks would have added punch. While the palette and structure were well-curated, the collection leaned heavily into uniformity. A statement piece, a cape, coat, or reconstructed shirt could have introduced more drama for editorial impact.

Still, Urban Roots is a business-savvy debut. Ajayi isn’t just designing for the Lagos sidewalk; she’s designing for the Lagos showroom, the online boutique, and the global buyer. Nigerian fashion is on the cusp of its streetwear era, and designers like Ajayi are leading the charge.