Knitwear brand Studio Imo since its establishment in 2013 has innovated the medium of crotchet as a piece of high fashion. The young fashion studio has colaborated with other Nigerian Fashion housss such as Orange culture and Denike Online.
It’s latest collection tagged “In Quarantine II: The Haunting on House Hill” is not expemt in pursuing the fashion studio’s goal of innovating knitwear for african brics and climate
They wrote in a release for this new collection:
“Over the last year, brands across the world have had to recalibrate what it means to create clothing for an audience. They have had to re-examine who this audience is and how this audience’s needs have evolved in light of recent world events. For Studio Imo the events of the last 3 months were a relief, a chance to create outside of the punishing fashion cycle, for with a singular goal of creating clothes that flatter a woman’s body and delights her sensibilities.
For inspiration, we looked to ‘The Haunting on House Hill’ the beloved classic by Shirley Jackson. The scenery and circumstances change and the ghost in this story is a virus that is microscopic but everywhere but the sentiment remains. We tell a story of a woman who because of circumstances beyond her control must renegotiate her relationship with her own home and the clothes with which she redefines herself in these unexpected times. The Studio Imo woman this season dresses primarily to amuse herself, but is always ready, when the world reopens, to dazzle an audience.
The clothes that have come from this unexpected but cherished window of creative freedom is our “In Quarantine:II” collection, fashioned in our signature iridescent yarn, and sculpted to flatter several body types. We experimented with unconventional colour blocking and non-traditional ombre silhouettes, rejecting the monochromatic, casual wardrobes that define extended periods of isolation.
Our quarantine is colourful, our corridors, our runway, our clothes this season, a portent of a colourful future that waits at the other end of this spell of waiting.”
The fact that the creative duo Edwin Okolo and Imonong Emah took a hollywood classic as inspiration and formed a style that is originally African is a testament to the core values of the brand. Creating fashion for Africans with crotchet.
See the full collection below:
Photography; Stephen Tayo (@Stephen.Tayo)
Beauty/Grooming: Efe Akugbe (@Diolsclassics)
Creative Direction: David Nwachukwu, Winston Sylvans (@Ebubenw @Obiechezor)
Model: Jessica Chimudalu (@ChimudaluJessica)