Afrocentric fashion brand Aajiya is a ready-to-wear contemporary fashion brand founded by the creative Gambian fashionista Aajiyah Maimuna Cole. The brand works to change the narrative of African fashion with aims to empower women who embrace their full identity and freedom.
AAJIYAH IS HERE TO EMPOWER
Her latest collection is mind-blowingly beautiful! In it, is an eclectic mix of eccentric styles obeying the laws of women empowerment. From suits to shirt dresses, palazzo pants, and more. However, the fabric used is signature(d) with print patterns reflective of what most know as cowrie shells, but in her native language Petaw, which is also the name of the collection.
PETAW COLLECTION MAGNIFIES THE ESSENCE OF COWRY SHELLS
In a caption of their collection presentation, the brand emphasized the following in their caption “Cowrie shells are one of Africa’s most successful and universal forms of currency in the precolonial era.”
This of course is very true, and highlighted in an article we published in 2015 titled ‘MUST READ: Why Cowry Shells Need To Be Adopted More By Ghanaian Designers & Lovers Of Ghanaian Fashion’ as seen below.
According To The Brand
This collection is all about colors, prints & rich African history. We want you to feel every piece of the garments from the collection & encourage you to push the narrative.
The PETAW collection launched 3 months ago and is still available to purchase on the designer’s website, you can see the looks below.
CREDITS:
Founder, creative director and designer: Maimuna Cole @maiicole
Models 💙💙💙 @roheeys @hvny.jpg @saptieu @felicialda @idaanjie
Stylist @agneswfowler @gladysdeborah
Hair @sainachune
Hair assistants: @rahwashair @bbalive
Makeup: @johanna_nordlander
Makeup assistants: @terezaluyirika @martinandr
Photoassistants @patrikschonberg Björn Weidinger
Production @swedishfashioncouncil @_robindouglas
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Gambia Look Books
UPCOMING TOP EVENTS!
Volta Fashion Week, Awards and Honors will be happening this year from 10th-12th February at the serene Holy Trinity Spa and Hotel in the Volta region Of Ghana. Having an array of spectacular designers from both Ghana and other parts of Africa showcasing. This year’s event is fused with a special massage package for VIP guests. Ticket cost ranges from 50 cedis for students, 100 cedis single, 150 cedis double, 1000 cedis VIP and 1500 cedis for VVIP.
The International Fashion Festival in Togo (FIMO 228) has established itself for nine years now as a benchmark fashion event that promotes the talents of designers from all over the world. Like every fashion event, FIMO 228 reflects the art in fashion and all the cultures of the countries represented by the designers present. Presently on the FIMO 228, creators, models, photographers, journalists, national and international media. But it does not stop there. Each year, FIMO228 is part of a logic of commitment to solving the problems of our society. Thus, the 10th edition of FIMO 228 has the social theme “Fashion is committed to protecting the environment” and the artistic theme “Féérie”. Now the dice for the 10th has been rolled; 
All-African Leather Fair (AALF): the trade show organizing by The Ethiopian Leather Industries Association
(ELIA) from the first edition in 2008 up to 12th successfully. AALF brings together tanners, footwear and
other leather goods manufacturers, in addition of equipment and technology suppliers, chemical and
inputs suppliers, manpower training institutions, trade promotion organizations, etc from all over the
world.
African companies and organizations are expected to constitute the largest attendance. The Fair is a
specialized one designed to promote the African leather industry and to enable it create an interface with
its partners within the continent and around the world. There is side events included occurring parallel
with the show Panel discussion, Fashion show, Fashion Zone, Leather Talent show.
Due to the Global market situation and the pandemic impact the leather sector in Ethiopia and Africa at
large heavily affected. It is expected that the upcoming AALF trade fair will play its role in motivating the
sector in market expansion, facilitating inter Africa business relation .Investment Attraction, Technology
transfer and etc… To motivate the sector The government starts school shoe and bag project under the
initiation the manufacturing sector “Let Ethiopia produce “ “ Ethiopia Tamret“ as the sector dependent
on inputs such as chemical, accessories and component supplier will be expected in wide participation.
Considering these AALF2023 will Have new components fashion show will be including some Africa
countries participations, Fashion Zone(where many designers will participating by showing the Fashion
trends) Talent show (leather products creativity, any innovation creativity in the sector ) in addition to this
Ethiopia Leather journal upgraded to Africa Leather journal (sector based studies ,research and potential facts for Africa will be published inspirational descriptive motto also included .
Uyo Fashion Week 2022 & SME Bazaar and Fair is a week long event that brings together elements of education, entertainment, and capacity building, using fashion as the driver. The event is designed as a campus style hub that will house a fashion show, masterclasses, skills acquisition, an experience center, and an SME Bazaar. The theme for this years event is Creativity.
DIRECTION COLLECTION: OUT NOW!
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