African Heritage with a Modern Twist: Interview with the fashion label ‘The House of Adjeiwaah’

APiF: Please introduce your business and your designs.
Houseofadjeiwaah: The House of Adjeiwaah is a contemporary clothing line fusing African and Western inspired garments to cater for the modern women of today, whatever shape or size.

APiF: When and why did you start designing with African Prints and Fabrics?
Houseofadjeiwaah: I was surrounded by African print from a very young age as my mother would purchase various materials to sell.
I would watch her tentatively preparing to go out and the transformation in her character as she wore Kente or lace was lovely to watch. Hence, I would sit and design with that same material in mind but with a more modern interpretation and therefore developed various looks.

APiF: How do u feel about the new African Prints/Fabric trend?

Houseofadjeiwaah: I know some people prefer to only work with the traditional Tie & Die or Batik prints and shy away from using the current Holland/Dutch Wax prints, but I feel that I want to explore all different fabric trends because I love the use of the color, shape and design of the latest prints that have currently developed.

APiF: Is African Print in the fashion industry here to stay?
Houseofadjeiwaah: Most definitely it is here to stay; African print is currently at the height of its popularity there is a buzz and genuine interest in this material and style. This has led to various celebrities wanting to explore various java, Holland and Batik prints, like for example: Gwen Stefani, Solange Knowles.

APiF: What or who inspires u?
Houseofadjeiwaah: I am inspired by a lot of the Pioneers of the fashion industry. My all time favorite has to be Jean Paul Gaultier, he is a magnificent artist and revolutionist. I also love Elie Saab, Anita Quansah London, Adebayo Jones. But mostly, by what surrounds me currently and my culture being a Ghanaian, I always want to represent my country.

APiF: Fashion Finds: What is your favorite piece in your closet or of your collection and why?
Houseofadjeiwaah: My favorite outfit in my collection is a gold and black mini top and long fishtail skirt. This is a modern interpretation of the traditional Ghanaian outfit, the Kaba & Slit. I love that it is very sexy but has a very strong sense of elegance and uniqueness about it. I found two gorgeous key rings and placed them on the top and bottom half of the attire, this allowed it to take on this whole bourgeois regal look.

APiF: Any tips for new designers/start-ups in the fashion industry?
Houseofadjeiwaah: Stick to your own individual style and take part in as many fashion shows as possible to gain experience of how the industry works – from the preparation stage to backstage. Take as much advice as possible from various members of the Fashions Industry; stylists to photographers and most importantly other influential designers.

Find out more:
twitter: @House of Adjeiwaah

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