For her new collection “Root’ation”, IMAATU combines her Nigerian “roots” with the natural cycle “rotation”. This results in modern, African-inspired styles made from sustainable fabrics that delighted visitors to MQ VIENNA FASHION WEEK 2023.
The half Viennese, half Nigerian designer IMAATU returns to her African roots for “Root’ation,” her Spring/Summer collection 2024. “My goal was to translate traditional African influences into the modern era, so that they are noticed only upon closer examination,” she says in the interview. For example, IMAATU drew inspiration from East African women who wear “Coral Beads,” circular necklaces, during festivities. The “Root’ation” collection is also evident in the details: Large, ornamental silver earrings inspired by Maasai jewelry add the finishing touch to the outfits.
Whether vegan patent leather, cotton, or bamboo jersey, all processed fabrics are vegan and sustainably produced because “returning to the origins also means returning to nature,” says IMAATU. Not only in the materials but also stylistically, the collection reflects a connection to nature: The patterned fabric “African Monochrome” combines a natural aura with the inspiration from Africa. Additionally, circular elements and repetitions consistently allude to the natural cycle.
IMAATU’s love for color is also reflected in “Root’ation.” Rich pink in patent leather, bright orange, and glossy silver, “my favorite non-color,” as the designer calls it, come together in a harmonious collection where everything fits together seamlessly.
© Natalia Ferraz
© Kevin Blasl
Magdalena Hronek
Political sciences and law student with a passion for creativity, fashion and music.