If you’re going to bother doing something (especially if said thing is an editorial campaign/ fashion film) you might as well do it well.
Wannifuga, the womenswear label which has become pretty successful thanks to a concessionary deal with fashion retailer, Zazaii and it’s trend setting Beryl set, is already two years old.
Time flies in fashion, and to celebrate its second year, the label released an ad-campaign and fashion film for the new collection, ‘Questing’.
According to the label, the campaign which is inspired by the Omani Woman, “focuses on the classic woman and her eternal desire to attain greatness whilst remaining true to her being. She is constantly bettering herself, her family and her community. She is elegant, youthful and full of life.”
Wannifuga’s success has come from taking trendy staples and giving it tiny tweaks, and the editorial and fashion film seem to suggest that the label seeks to continue in that line.
There is a lot of lace hemming and extensive embroidery, the go-to high-low dress/blouse formula and the off-shoulder trend that is tearing through Nigerian fashion this season.
However that fashion film really leaves a weird taste in our collective consciousness.
We understand that the ‘Omani’ woman is supposed to represent some kind of warrior princess, but the sand and the very beautiful horse suggests that this was some kind of beach party commercial, not a fashion film. We even notice the very strong make up on the models before we notice the clothes. A fashion film is supposed to convey the inspiration behind the collection while strongly introducing us to the ideology and aesthetics of the brand the film is being made for. This did neither.
The Beryl set is not something you can wear on a horse. Neither is anything Wannifuga designs. Wannifuga’s clothes are meant for special events and not everyday living and maybe their editorials and fashion films should reflect that.
Designer: Wannifuga @wannifuga
Photography: Sunmisola Olorunnisola @sunmisola_olorunnisola
Make Up: Funmi Odumosu-Fagbenro @_touchofgold
Models: Esther @xterberry & Gloria @glo___ry
Videography: Daniel Anyiam @danielanyiamfilms
Turbans: Ene Maya @enemaya_stores
Creative Direction: The Style Concierge @thestyle_concierge