Influencer marketing is all the rage around the world right now, big brands are stepping away from spending large budgets on rolling out generic advertising campaigns for their collections and focusing inwards. They are looking towards small and medium scale bloggers and social media content creators as a way to tap into their small but loyal followerships, converting those followerships into potential clients for the brands.
We’ve seen an upsurge of this in Nigeria and South Africa recently with Minnie Dlamini and Bonang Matheba becoming muses for fashion savant Gert Johan-Coetzee, and brands like Iconola, Sammie’s Couture and NeedlePoint using fashion bloggers and social media personalities to front their new campaigns. It seems Ghanaian label Diva Delicious is getting into this for their new campaign.
They’ve partnered with in-demand fashion stylist Afua Rida to front their new collection. The collection which comprises entire of locally made Batik prints is very tea party at the state capital. Demure off shoulder blouses with full peplumed skirts sit beside a dip dyed fringed pencil skirt and and fit and flare day dress. The label even does a bit of experimentation with athleisure, offering a bright red shift dress with a graffiti inspired portrait of Ghanaian actress Yvonne Nelson.
It’s a compact collection, which does the gorgeous batik prints the label has created for the season a disservice but other than that it’s quite the collection.
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F: Diva Delicious