LuByLu × Orientation NYC Capsule Collection
SEPTEMBER 12, 2022 → WORDS ADRIÁN GOMIS EXPÓSITO
New York’s independent agency Orientation teams up with Nigerian brand LuByLu to present a marvelous limited capsule collection that focuses on Nigerian heritage, sustainable fashion, and the new boundaries of luxury and recyclable fashion. The collection consists of a limited series of two new bag models and colorways comprised of 100% recycled plastic and related materials handcrafted by Nigerian artisans in ethical settings. The bags will be exclusively sold in New York City to promote a new ideal of luxury while highlighting LuByLu and Orientation’s priorities within the realm of clean fashion.
To enrich this release, the team has produced a stunning campaign focusing on the idea of the visual exploration between human interaction and space, with references to the ‘90s, textures, touches, and minimalistic undertones, conceptually bringing forward stylistic forms of confinement, barriers, and the void.
This exclusive collection will be available on selected websites at 11AM EST on September 26th.
TO BEGIN WITH, I WOULD LIKE TO KNOW MORE ABOUT THIS COLLABORATION. WHICH IS THE PRIMARY MOTIVATION BEHIND IT, AND HOW DID AN INDEPENDENT AGENCY AND AN EMERGING NIGERIAN BRAND MEET IN THE FIRST PLACE?
The collaboration began to form after a small collaborative advertorial shot at the end of 2021. During this period, we saw a lot of similarities and fusion between the agency and the brand, and our mutual ideals saw a range of intersectionality. In addition, the overlays of both brands' core messaging and content creation seemed to be concepts we wished to expand on via collaboration. While the idea took root in late 2021, production and preparations have spanned over eight months, with a refinement focusing on how we want to project our ideals, designs, and storytelling to our audience. This motivation could be attributed to both LuByLu and Orientations' foundations.
FROM THE AGENCY’S PERSPECTIVE, WHAT TYPE OF BRAND WERE YOU LOOKING FOR TO CREATE THIS LIMITED CAPSULE COLLECTION, AND WHY DID YOU CHOOSE LUBYLU? HOW WAS THE PROCESS OF BUILDING YOUR RELATIONSHIP?
Orientation strives to collaborate with brands, publications, and people who represent the future with new ideas alongside talent often overseen in the industry. During Orientation's creation, I wanted to create a space for young emerging people where they could create, network, and navigate the field so we could all experience mutual growth but have equal opportunity. My perspective when I laid out the roadmap for a capsule collection, I wanted to elevate my creativity but allow constant collaborative interactions with whatever brand we decided to work with and show persistent elevation of ideas. Overall, telling a story full of the heart could reflect two designers' mindsets. The process of LuByLu and Orientation's relationship has been intense and displays the talent of two young artists intending to spread a message, in this case, the ability to make fashion both luxurious and sustainable. Our relationship has allowed us to build off each other and push ourselves in a new direction while still keeping our design ethos.
HOW DOES LUBYLU REFLECT ITS NIGERIAN HERITAGE IN ITS DESIGNS THROUGH SUSTAINABLE AND RECYCLABLE FASHION? I’VE SEEN THE BRAND’S DESIGNS, AND WE WOULD LOVE TO KNOW MORE ABOUT THE CREATIVE PROCESS.
Louie Akinwale founded LuByLu in 2021 and took his Nigerian heritage to the realm of his design focus. The bags are handcrafted by Nigerian artisans who are paid equitable wages and take over three days to produce with traditional beading and patterning, which are the focal points of the bags. The creative process is all about trial and error with designs and samples, often changing patterns, styles, and colors but allowing the artisanal design to remain authentic and carried over through to the product presented each season.
COULD YOU TELL US WHAT WE CAN EXPECT FROM THE LIMITED CAPSULE COLLECTION YOU ARE PRESENTING AND HOW LUBYLU AND ORIENTATION NYC’S IDENTITIES WILL BE REFLECTED IN THE EXCLUSIVE DESIGNS?
The capsule serves as a medium to portray both NYC and Lagos, offering a middle point and providing new shapes and colorways that allow a minimalist approach and sleek color patterns while still projecting traditional Nigerian beading techniques and practices that reflect the talent of the artisans. It was important to reference and keep the original designs exclusive to LuByLu while also making the bags minimal in terms of colorways and adaptability for the changing seasons in NYC. We found a strong meeting place to still hold a strong balance and cohesive look to the products while keeping the integrity of both brands. The designs are to carry over stories and be informative of the craftsmanship but with a new set of eyes designing the product.
TAKING INTO ACCOUNT THAT LUBYLU IS A SUSTAINABLE BRAND WHOSE PRODUCTS ARE CREATED WITH 100% RECYCLED PLASTIC AND RELATED MATERIALS AND CRAFTED BY THE HANDS OF NIGERIAN ARTISANS IN ETHICAL SETTINGS, COULD YOU EXPLAIN TO US WHY SUSTAINABILITY IS SO IMPORTANT TO LUBYLU AND ORIENTATION NYC?
Sustainable luxury is still something ignored or unattainable to consumers. The importance of sustainability is easily explained just by the common news and issues presented in numerous forms. The concept of being eco-friendly should be implemented further into fashion and not overlooked. Orientation and LuByLu are so young and led by the younger generation that they want to bring issues and solutions to the forefront of design while also creating a viable and accessible product that shows luxury can be ethical. Many brands shy away from their supply chain, but we hold transparency as a core value. Our product positively impacts the communities in which they are created while still being trend-based and clean for our environment.
THE BRAND’S STAR PRODUCT IS THE BEADED BAG IF I’M NOT MISTAKEN. HOW LONG CAN IT TAKE FOR THE ARTISANS TO FINISH THESE DELICATE AND DETAILED BAGS? CAN YOU TELL US ABOUT THE PROCESS AND INSPIRATION BEHIND THESE BAGS?
A single artisan creates each bag out of a collective team, and each product is made 100% by hand, and production spans between three to five days per bag. The capsule was created in a limited quantity over a span of three months to ensure an ethical and clean output. The inspiration was a fusion of Nigerian tradition and a sleek NYC visual aesthetic that allows the bags to transform into different settings.
WHAT DO YOU WANT TO TELL WITH THIS COLLABORATION? DO YOU WANT TO EXALT THE IMPORTANCE OF SUSTAINABLE RECYCLED FASHION, AS WELL AS THE IMPORTANCE OF EMERGING DESIGNERS AND ARTISANS? TELL US ABOUT IT.
The key takeaway is the messaging of tradition, heritage, sustainability, and the elevation of young artists. The collaboration serves as a mutual uplift for everyone involved while evolving brands can present new ideas in partnership. Exalting the importance of recycled fashion is a cohesive thought throughout the entire project, from the product all the way to the editorial project. It is also a pivotal thought to all proper notoriety for the artisans, with their talent and skill equally recognized by the producer and the consumer. Showing how fashion can be inclusive and have the ability to create a strong product line.
TO CONCLUDE, HOW DO YOU SEE THE FUTURE OF YOUR BUSINESSES? WHAT CAN CUSTOMERS EXPECT FROM LUBYLU, AND WHAT WILL WE SEE FROM ORIENTATION NYC?
Orientation NYC is constantly evolving and took a hiatus, but we took a highly active stance in this project to start our late 2022 season.
I still think authenticity is important to the agency with everything produced and projected into the global sphere. So we have some diverse and new projects coming soon.
