Unveiling Tradition: Exploring the Cultural Influences in Modern Nigerian Fashion

Nigeria, a heterogeneous nation of over 300 ethnic groups and 500 languages, embodies the true meaning of diversity and cultural fusion owing to the various cultures the nation hosts. With their unique practices and distinctive appearance, this way of life in the nation has therefore provided the nations fashion and style with a vast stream of cultural inspirations to pull from, allowing designers to explore and dive into age old traditions and fashions, infusing the tenets and values behind these cultural attires and aged trends, with the modern and present style appealing to the youth. 

(WWYD campaign'24)

Modern style trends amongst Nigerian designers are now taking a similar yet distinctive route, paying homage and creating from the various Nigerian cultures, a new side to fashion to present the world. A model representation of the influence of culture and tradition on modern fashion can be seen with WWYD’s new and promising Isiagu jerseys. The rising fashion brand, What Would You Do, WWYD, have birthed a synchronized rhythm as it merges the versatility of streetwear with the prestigious and acclaimed Isiagu designs from the Igbo culture. The Isiagu, (Lion or Tiger’s head) in the Igbo culture is a prestigious attire usually worn by chiefs, signifying power, authority and pride. The designer presents the Isiagu jerseys as an “expression of freedom strength and fluidity on fashion”. 

(BLBrand campaign)

Another one of such brands riding in the waves of cultural influence is the BLBRAND. The BLBRAND is not just a fashion brand, but a movement aiming to serve the concept of the Yoruba Adire patterns on everyday style pieces, to the nation and world at large. Showcasing bright colors and designs of the Adire fabric on modern pieces like tailored pants and jackets, to their vibrant “We gather dey” jerseys , the brand has succeeded in forging a strong and attractive bond between two different periods in the Nigerian fashion.

(OdumoduBlack)

The discussion on culture and fashion would not be complete without the mention of the unique Okpu Agu hat, which serves as the signature hat for rising Afro beat artist, OdumoduBlvck. The Okpu Agu hat which is a piece from emerging crotchet brand Gaelumi, takes the Igbo traditional red and white Okpu Agu cap and reimagines it in modern fashion as bucket hats and balaclava. In an interview the brand designer Ayakeme Udoang stated, “ My goal is to create fashion that appeals to a wide range of individuals not limited to a specific subculture”. Through this, the brand enables all individuals to participate and share in various cultures outside their own. 

Through these brands and many more, cultural influences are starting to take up space in the Nigerian fashion industry as culture is quickly becoming the new cool.