(Film Premieres 18th Feb 2022 at 10:20am)
This season we will be presenting our third ready to wear collection in association with The British Fashion Council’s DiscoveryLab. We will also be hosting our first ever physical presentation at not just another store on the 19th February 2022.
The collection is entitled ‘The Love Story Continues…’ and showcases the love story of my parents. A young couple from two different worlds; who met on a flight between Lagos and London. The films aims to explore the early stages of their relationship based in Nigeria and the development of their love, from initial admiration until the their wedding party; and finally the scene of departure with the hope that they will meet again soon as ‘The Love Story Continues…’
The collection is not only a celebration of love but a celebration of cultural identity represented in a contemporary way. The theme shows a fusion between Nigerian heritage and urban London culture.
There are two main prints in this collection. The first print is a love letter scribed by my father to my mother abroad. It has been hand printed on Nigerian Denim. The Durability of this material is used as a metaphor to emphasis the strength and buoyancy of their relationship.
The second print of the collection entitled ‘The Money Print’ or ‘Common Wealth’ is a digital print which features the head of my Father on an Ajobi banknote. The idea behind this is to represent black people, black wealth and most specifically black men; like my father, in a positive and powerful light. And what is more powerful in this world than money. To accompany this collection our unique prints will be sold as Digital NFT's on opensea.io/AbigailAjobi
It is important for Abigail Ajobi as a brand and as a designer to be most sustainable, which is why our ‘convertible’ clothing functionality has been carried over from our previous collections. This means many of our pieces can be worn in multiple different ways, from shorts to full length trousers etc.
We are a brand that focuses on sustainability both in our environment and our community, whilst highlighting the importance of social awareness. As with all of our collections, we will be supporting a charity relating to this theme. Part of the profits from this collection will support Keeping It Real Foundation; a Nigerian based charity working to transform the lives of vulnerable children, youth, persons with disabilities, prison inmates, women and our local communities through Education, Advocacy, Capacity and Sustainable Development Programs.