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ADM promotes African fashion


 PHOTO: livincoo

PHOTO: livincoo

In a bid to promote the African fashion industry and ensure that more Nigerians, even in the Diaspora access African designs, the African Designers Mall (ADM), an online mall that brings together African designers in one platform, was established.

In its few years of existence, it has seen popular brands signed on it. These include Ade Bakare Couture, Agatha Moreno, Enemaya, Wanni Fuga and Nouva Couture.

At its end of the year sales tagged, 15:15, which stands for items sold between N1, 500 to 15, 000, the Managing Director, ADM, Ebele Udom, said it is aimed at grooming upcoming designers, as well as, ensure that lovers of African fashion purchase fabrics at very affordable rates.


“African fashion is like a movement now, and unlike the past, when people were not proud of wearing African designs, its market is so broad right now that a lot of international brands are tapping into the African prints,” she said.

Speaking on the challenges designers’ face, she explained that while a lot of Africans don’t have online presence, a lot can also not afford a store. “Most times, they don’t understand that fashion is business and they also complain about low productivity, as a result of the electricity situation in the country or lack of fabrics. We believe with one step at a time, we will be able to surmount these challenges,” she said.

She added that it is rather sad that most top designers still procure their Ankara fabrics from overseas, even when the movement to promote made-in-Nigeria products is in the frontline. This, she described as unhelpful.

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