I started off this article with an intent to throw the spotlight on the upcoming/not too established designers, Models and MUA’s who showcased at the recently concluded Heineken LAGOS FASHION & DESIGN WEEK (LFDW) but to my utmost shock I was met with no substantiative documentation of this event both in journalism & photography.
My first reaction was “maybe i didn’t dig deep enough” so I dug for 3 days and came up with just a ton of runway pictures and a few opinionated articles. Now it’s a bitter pill to swallow but yes! An event of this magnitude was very poorly documented.
This lead to the questions …
- How did the organizers leave out the most important aspect of this event to the dust ?.
- How do you not invest in detailed analytic writers ?.
- How do you not have photographers to immortalise the behind the scenes that make up the runways we beheld?.
- Who and who graced the event, on which days? Wearing who ?.
I’ve laid down enough to get your mind pondering? Well let’s go a little bit deeper to the more cancerous effects of poor documentation.
1. The Theme,”Shaping Africa’s Future & Designers ” has got to be the biggest irony!
Now the idea of technology and its advancement over the years has been to improve livelihoods and all other elements attached to it which include the immortalization of occurrences and historic events.
Believe it or not but this season of LFDW was historic as it was the 7th anniversary of the annual event. The number 7 represents perfection and it’s safe to say we expected this of LFDW 2017 as speculation of what it would present in terms of style, cutting edge fashion and emerging designers was held in high adulation.
- Having said that how do you shape something you’re not molding right ?.
- Why wasn’t this event in tune with technology and its advantages?.
- In the coming years how will the aspiring investigative aspect of the fashion Industry keep track of its development ?.
- How do we navigate the challenges and grow without understanding what mistakes not to repeat?.
2. The purpose Of The LFDW, was it fully accomplished?
The event was aimed at giving African Fashion Creatives a platform to showcase and to bring fashion lovers and investors alike to see and be seen, not just locally but internationally. Beyond that the annual event was to provide commercial opportunities which would reposition fashion as a useful tool for economic development and to attract positive attention to its host city.
In all honesty can we say that the latter part of its aim was accomplished?.
- The lack of creativity in location setting and logistics can not be over emphasized. If we are to adopt concepts and ideas from other parts of the world we should meet up to standards or set new ones,not fall below them.
- The event was hosted at just one location? So how exactly was the host city positively given attention. With all the various beautiful locations and scenery Lagos has to offer, a four day event was hosted in one location! But the various “after parties” hosted where at different locations and people were in high attendance( both the local and foreign visitors). So it is safe to say the after parties did more justice to Lagos than the main event did?
3. A Clarion call!
The importance of Writers, Content Creators, Photographers, Documentarians can not be left out when it comes to fashion and other aspects of the ‘Arts‘ in general.
The enormity of these artists are being looked down on hence, African fashion hasn’t been given due attention as it should have. The LFDW is a clear example of how we need to do better as an industry when it comes to organization of events and how qualified personnel should handle certain roles in other to achieve and even surpass target expectations.
4. “The Nigerian Standard”
How does an international world renowned brand like Heineken participate and attach their name to an event with wasn’t executed at Internationally accepted standards? My answer to this is simply ”The Nigerian Standard”. Somehow whenever Nigeria is involved there’s a bias theory which has been imprinted in our minds that it can’t be done properly. This theory has eaten deep into the fiber of all aspects of our industries and it’s sad to see that the Fashion Industry hasn’t been left out.
So the real question is :
- When will things be done properly and thoroughly?
- When will the Nigerian brand be synonymous with quality, pace setting and leading the crowd ?
5. The fashion Industry does not revolve around ‘The Designers’ alone.
It’s common knowledge that during fashion events all parties to its creation process are to be recognized and applauded but the LFDW didn’t showcase this positive growing culture as it was mostly the names of designers that were echoed through the corridors.
The unsung heroes are the models who bring to life the clothes designed and the bigger heroes the MUA’s and hair stylists who put the models in character with colors and creative hair illusions to change their looks to suit the vision which the attires are supposed to portray.
My parting observation is, we still insist on “the tales by moon light” method of communication and preservation of information despite all the technology at our disposal. This is our biggest challenge!
I look forward to the next edition of LFDW and I sincerely hope proper amends are made.
Interact with LFDW on Social Media:
Instagram – @lfdw_ng
Website – www.lagosfashionanddesignweek.com
ETTORAH is a content creator, slayer of words with ink and an advertising strategist. She also loves everything art!