It’s pretty common for Nigerian fashion brands to shutter after a few seasons. The industry is incredibly hard on emerging designers and the unreliability of customer bases just means that a designer has to make the terrible decision of trying out new things and finding new markets, or doing what everyone else is doing and hoping for the best. Nigerian menswear Tai and Amali by Amali Curtis is shuttering his eponymous label. The formal bespoke menswear brand was quite popular for its classic take on formal wear and was a favorite among influencers like Noble Igwe.
Post shuttering Tai and Amali, Curtis is back with a new label ‘Ili‘ and a brand new debut collection called ‘Liberte’ (with an accent tegue). Now it’s a huge gamble to close one label and start a new one that is virtually indistinguishable from the old one, but that is exactly what Curtis does, giving us the same old classic but overworked formal menswear.
there is no need for men to be afraid of colours, and formal wears can be playful and fun too. I think the Liberté line demonstrates that pretty well.
This is how Curtis describes the inspiration behind the new line and the new collection. As far as colours go, Liberte is very safe, Curtis only plays in pastels and sorbets, avoiding the bright prints and neons. The collection is also very safe design wise, there are pedestrian dashikis and dated high cut waist coats and trousers.
There really isn’t anything that says that Curtis has anything new to offer than what he already has, and while we applaud his tenacity, we can’t help but think just maybe Ili is destined to be an average label at best.
Designed by: Amali Curtis
Photography: Prince Nuel
Model: Wale Bello
For more info and general enquiries, call +2348166472 | +2349098098052 | follow @ili.official on Instagram & Twitter