Atafo is one of Nigeria’s foremost multi-functional fashion brands. Launched in 2011, the brand gradually became the go-to for menswear in Nigeria, specifically for its approach to well-tailored suits. While suits can be very conventional, an Atafo “suit” stands out for its impeccable tailoring and unique incorporation of color, embellishment, and structure. The brand’s womenswear also became household products for women looking for traditional and bridal couture. The brand has dressed some Nigerian and African stars with media juggernaut Ebuka leading the pack for his countless ensembles from the brand. Other names include IK Osakioduwa, and Toke Makinwa among an array of others.
A typical Spring-Summer collection in Nigeria usually takes place with a physical runway show where buyers, media houses, influencers, and celebrities gather to view each season’s pieces. However, few designers have taken a different approach lately, forgoing the runway. During Lagos Fashion Week, the genderless brand Orange Culture presented its SS25 offering in the form of a close-knit interactive presentation where pieces were displayed on mannequins. In the same vein, Atafo unveiled its SS25 offering in a multi-day format, titled “SYNONYMOUSLY LUXE”, where over 70 looks ranging from men/womenswear stood elegantly on faceless mannequins, with pieces including loungewear, suits, blazers, and tote bags. To turn things up a notch, the brand also debuted its womenswear collection tagged “HE/SHE” as a digital presentation where models walked down the runway in the absence of an audience, which streamed throughout the evening on Sunday 1st, December live on Instagram.
All the Trends from “SYNONYMOUSLY LUXE” and “HE/SHE” SS25 collection.
Described as a multi-sensory presentation, which also included a separate womenswear collection, some of the trends spotted from Atafo’s collection include:
Layering:
Across the numerous looks from the men’s and womenswear looks, there were a handful of blazers ranging from single and double-breasted layered on shirts, in addition to jackets and shirts layered with shirts.
Maxi Skirts.
Despite the “HE/SHE” collection being heavily inspired by the menswear aesthetic, this season, the womenswear collection featured a wide range of skirts. From silk knee length to multiple floor sweeping and voluminous skirts. This outerwear was in full force this season.
Pinstripe Suits.
Since Atafo is known for its powerful well-tailored suits, a collection without pinstripe suits would seem somewhat incomplete. This trend was spotted in a three-piece look, in multiple double-breasted suits, and also came with a spin – the brand’s initials “Atafo” were used to create a vertical stripe pattern. A nod to the brand’s elegant craftsmanship.
Following a successful SS25 Presentation, Bolaji Akinwande had a quick conversation a day after the show with the brand’s creative director, Mai Atafo, for a more insightful look into Atafo’s latest offering.
This interview has been slightly edited for length and clarity.
Congratulations on your SS25 show. How are you feeling today?
Feeling good, the storm has passed so normalcy is restored.
Your SS25 Presentation “SYNONYMOUSLY LUXE” is described as multi-sensory. Could you tell me what inspired this? What’s also the inspiration behind the womenswear “HE/SHE” collection?
“Synonymously Luxe” is more of a statement of where we are as a brand. Curating a multi-sensory experience that brought in partnerships like Clive Christian, the world’s finest fragrance house for scent, Bang & Olufsen, one of the greatest innovators of sound systems for sound and The Macallan, the world’s most precious single malt scotch for taste; all synonymous with luxury globally. This alignment is a testament to ATAFO’s leadership in craftsmanship. The multi-sensory experience is intended for our guests to appreciate our innovation and craftsmanship while being immersed and engaged by all their senses. This helps elevate the appreciation for what we do at ATAFO.
“HE/SHE” is ATAFO being unapologetic with putting women in menswear because we think women look fire in menswear. It also plays on identity and how people can choose their identity. Clothes are an extension of how you’re identified. Suits traditionally are prescribed to men but we’ve taken an innovative and feminine approach while staying true to the masculine structure. So in this collection, you’ll see things that men can wear but women will wear it better.
Could you take me through the creative process? How long did it take to come up with the collection?
This collection has been in the works since last year in my head at least. My style has evolved a little bit in the last year and my new preference for a more relaxed fit is evident in the menswear collection. For womenswear, I’ve been thinking about how we could own our space more as a sartorial unisex brand and how that extends itself from menswear to womenswear. This season, we wanted to emphasize that women can and should be able to look sexy and bossy in one look, reform the idea of what formal and evening wear could look like for women and that expression is evident in the “HE/SHE” collection.
It’s been a very economically challenging year for fashion in Nigeria. With increasing inflation, how has Atafo been able to navigate the economic recession?
Exploring new markets outside of Nigeria, we are paying more attention to the data, seeing where we’re getting more attention from outside Nigeria and paying closer attention to those markets and engaging them more intentionally. For Nigeria, we’re exploring new customers; and marketing differently. For instance, with the show, we wanted to ensure the presentation of ATAFO’s new collection is tailored for our target audience so they could be immersed in an experience that feels comfortable without the noise or excess activity that comes with an elaborate show and the timing being non-restrictive to their schedule while being product-driven so they can experience the craftsmanship of the garments up-close as those are the things the customers we are targeting look out for when making a purchase.
What are some of your favorite pieces from the SS25 collection?
All the clothes in this collection are dear to me. I’ve refreshed my whole wardrobe with all the looks already.
What’s the secret to running a successful fashion brand?
Treat it like a business because it is a business first and foremost, and at the end of the day for something to be successful, it has to be profitable.
You’ve been in the fashion industry for over a decade now, what advice would you give to up-and-coming designers?
Fashion is a business. Leverage more on the business and less on the glamour. Pay attention to what is working and what isn’t and prioritize the functionality of your business over the look of things.
Written by Bolaji Akinwande.
