Brand Focus: IAMISIGO

Fashion has come a long way in Africa. Gone are the days we wait in line to scoop up whatever stylish trend was being served up by the West. Embracing the uniqueness in our African-ness, we, through our creativity, have proven – first to ourselves and then to the rest of the world – that we have something amazing to offer the world of fashion.

Nigerian designer, Bubu Ogisi, is giving her creativity a voice and wings.

Her fashion label, iamisigo was created in 2009. Since then, this brand has blossomed and its popularity, although isn’t at its peak just yet, is steadily gaining grounds within Africa. I am particularly enchanted by her ‘White Noise’ collection.

According to her, this collection was...

“Inspired by the beauty of random signals with

The power of time series distributed over different

Frequencies. (It is) The synergy in which algorithms are

Used to create digital images that bring about the

Pixels of a “white noise image” which are typically

Arranged in a rectangular grid, and are assumed

 To be independent random variables with uniform

Probability distribution over some interval…”

Very fancy (and a little too scientific) huh? I must confess, I had to read the above statement multiple times in order to understand what was trying to be passed across… I am unfortunately still stuck in that process. Moving away from all the scientific mumbo jumbo, here are my favourite pieces from the collection.

This dungarees has to be my favourite piece in this collection. Its minimalist yet flattering cut and vertical cum horizontal pattern gives the illusion of longer legs, longer torso, and a slimmer waist. Now that's my kinda science!    

What I love about this piece is its duo-function. It can be worn as a swimsuit robe, just like the model, or can be a dress-shirt.

You can never go wrong in black. Again, depending on your preference, this outfit can be rocked in many ways than one; with or without the trousers - as a dress, cinched at the waist with a belt or not, without the hat...

  
When there is a marriage between two hot colours - Black and White, you cannot expect anything less than an explosion of hotness. This statement outfit screams hippie-urban-chic. Monochrome is the new 'in'.
 

I'm excited to see more designs from this brand and hopefully own one or all (a girl can dream, right?) of these fabulous pieces.

Photo Credit: iamisigo