E. A.T: The Iconic Nigeria Fashion Brand

It is impossible to miss the Ejiro Amos Tafiri building in the heart of Lagos state. The beautiful white painted building is solely occupied by E.A.T, The Ejiro Amos Tafiri brand. It was founded by a Nigerian fashion designer, Ejiro Amos Tafiri twelve years ago. The brand collections are what all African women can connect to. Over the years, the brand has proven to be sustainable and consistent in creating timeless fashion statements.

Like any average child in Nigeria, she went to both primary and secondary schools and then proceeded to Yaba College of Technology, where she learnt and sharpened her design skills. She studied Fashion Design and Clothing Technology, even when everyone expected her to study medicine. She defiled the educational expectations placed on her at a time when studying specific courses guaranteed some sort of secured future. Upon her graduation, she had a distinction. She was also the best graduating student in her set. Such a laudable achievement!

Ejiro started her brand from a room in her parents’ house. She was not only focused on creating exquisite and memorable fashion pieces, but she was also committed to tutoring people interested in fashion design in her training institute.

In March 2010, Ejiro officially launched her fashion brand, Ejiro Amos Tafiri. At that time, she had gathered the much needed experience befitting of her profession. She did her internship and had work experiences in Out of Africa, Zizi Ethnic Clothing and Tiffany Amber.

One of the shocking successes the E.A.T brand recorded was when her dress was worn on the cover of Complete Fashion Magazine, just after three month of launching one of her first collections. Not long after, she exhibited her designs at Arise Fashion Week.

Some might call her ‘lucky’, to have pitched at such a short duration, but it wasn’t so. At the early days of her business, she had to do all the work: designer, marketer, director, personal shopper, etc. She had to carry loads on her head when she went to the market, and even lost her phone numerous times to pick-pockets in the market.

The Ejiro Amos-Tafiri brand has garnered great achievement because of their level of professionalism and creativity displayed over the years. E.A.T brand has either contributed to, served as a designer or been an ambassador of the following brands: Samsung, Vlisco, Belvedere, British Council, Heineken, Daviva, Paris Fashion Week, Lagos Design Fashion Week (LFDW), to mention a few

E.A.T has won awards like: Fashion film of the Year Of the City People Fashion and beauty Awards in 2013, the Glam and Essence fastest Growing fashion brand in 2014, Outstanding Emerging Designer at the Heineken LFDW awards in 2015, the Designer of the year at the City People Fashion & Beauty Awards in 2015, the Rhoda Michaels Flame Leadership Awards in 2016 and the Icon of Hope award at the ADFWNG awards in 2018, amongst others.

One of E.A.T’s latest collections is tagged “The Protestant”. It is her SS21 collection. In a statement from her brand explaining the collection, they explained that the Ejiro Amos Tafiri SS21 was inspired by the Coronavirus Pandemic. The collection reflects hope, celebration and reconciled diversity.

References

Wikipedia

GUARDIAN Newspapers.

BellaNaija