With the slew of womenswear labels we see try to break into the already saturated market in the country, a new label’s first collection must bring something entirely new to the table. Emerging label Mae Otti is trying to do just that with it’s debut collection.
As far as editorials go, this is one of the finest editorials we’ve seen from an emerging brand, the choice of checkered backdrop identical to the predominant print of the collection is an inspired idea, considering that the checkered print itself is so visually interesting. And it is great to see Ifeoma Nwobu in front of the camera again, since her last gig as the face of the Jaguar Lagos Fashion Awards editorial campaign.
The clothes however are where things start to go south. Mae Otti replicates all the staples we have grown accustomed to with Nigerian labels, even going as far as ‘reinterpreting’ the trends that have gained popularity in the last two years (wide leg pants, iterations of the Le Smoking jacket popularized by Yves Saint Laurent) but sans the distinctive check prints we see no innovation, the silhouettes are predictable as are the cuts. The clothes are well made but they are maudlin, they say nothing about the brand or the people behind it.
For an emerging brand without the pedigree or history to inspire loyalty, a distinct point of view/approach to design is essential. For now, Mae Otti hasn’t found that.
Photography: Jerrie Rotimi @jerrie_rotimi
Creative Direction: Temitayo Nathan @temitayonathan
Styling: Mag Payne @magpayne1
Hair Styling: Bernard Smiles @bernardsmiless
Makeup: Thelma Uwadiale for @beautybybellamere_
Model: Ifeoma Nwobu @ifeoma_nwobu for @fewmodels