African fabrics are usually easy to tell apart from other clothing. They are a bold mix of shapes and patterns, visible in their general form and with the imprints they bear. Even more modest representations (ones with simple colours and patterns) still impress the keen observer .
ADORN by ‘debola is one of a growing number of
online shops selling such elegantly fashioned clothing materials.
ADORN by ‘debola
This
Instagram-based store displays an interesting variety of local fabrics, which tend to fit the typical smartly expressive quality that fashionistas have come to expect of well-made African designs.
Apart from being a proper blend of local cultural tastes and modern digital technology, ADORN by ‘debola demonstrates a more mundane marriage of interests. Its founder, Adebola Sowemimo, is a Lagos-based architect. Whether she’s brought her profession’s fixation on patterns and symmetry to bear on her African fabrics startup is a subject for speculation. But it is clear that she does have an eye for finely wrought print s- something she puts to good use in the collection of wares she’s stocked her shop’s shelves with.
“[Adorn was created] out of a love for people fashion and a need to promote a unity of style among Africans. [The business is a] fashion and retail brand specializing in sourcing and selling genuine pocket friendly African fabrics that are suitable for all age groups and functions.”
— Sowemimo
ADORN by ‘debola caters especially to the clothing needs of a growing urban working class whose members are often short of time for most of the week. The ease of ordering their fabrics from wherever they are makes it a good choice for such people. But ADORN does consider the wider fashion conscious public as potential customers as well, and reflects this in the way it sells its wares.
Modus Operandi
ADORN takes orders via Whatsapp, and delivers to locations specified by customers. It also has pick up points at the Yaba and Ikeja axes of Lagos. The first point of contact between ADORN and its clientele remains social media, with its Instagram page serving as a showcase and a digital noticeboard carrying information about available collection.
Sowemimo says
doing business on Instagram has been a challenging experience, especially because her business, like most others on the platform, doesn’t yet have the clout of more established brands. But she’s upbeat about ADORN’s prospects going forward, partly because of a number of recent enhancements to Instagram.
“We will surmount the hurdles [we’ve been facing] soon enough, with the introduction of the new video option that’s been recently added to the Direct Message (DM), and Instagram TV, which makes for a more personal interface between us and our customers.”
— Sowemimo
