What OXOSI Means for African Luxury Fashion?

NEW YORK, United States - Compelling visual content, thoughtful storytelling, and an e-commerce platform to boot - OXOSI is making its mark by bringing African luxury and contemporary fashion to cult collectors everywhere. Founded by Kolade Adeyemo and Akin Adebowale in 2011, OXOSI officially launched in late 2015 with a powerhouse team of supporters, advisors, and investors, including Aurora James (of Brother Vellies), Zara Okpara (of Lisa Folawiyo and Lagos Fashion & Design Week), and Kupanda Capital among others.

In Adebowale's own words,

"OXOSI was founded so that the art and design of Afromodernism can live forever. Our approach and methods are guided with an African core, a supreme understanding and appreciation of origin, an almost mania for art by design, and a great obedience for science by technology."

It may sound like a hefty task for an e-commerce site, but the mission statement behind OXOSI is emblematic of today's retail landscape. Every aspect must be expertly managed, authentically conveying brand DNA effortlessly to the consumer. OXOSI does that and more through its editorial shoots featuring dozens of designers and its thought-provoking social feeds mixing vintage photographs and runway shots with celebrity snaps. There are other e-retailers in the market that offer a selection of African brands, including KISUA and ZUVAA; however, OXOSI is firmly focused on luxury and taking steps to master the 'maniacal' approach that is required to succeed in the high-end of the competitive retail industry. Earlier this week, OXOSI received coverage from Vogue.com, further underlining the power of their branding. 

Branding is ultimately a major driver of perceived (and actual) success. A dash of authenticity, quality selection, ease of delivery and strong customer service make for a desirable business model. Taking a page from retail innovator Moda Operandi, OXOSI is offering SS17 looks from a handful of brands for pre-order (see MaXhosa and Lisa Folawiyo) as well as making AW16 collections available now. There are plenty of Instagram accounts with no real business proposition pushing hyper-filtered images for days. As the old adage chides, don't judge a book by its cover. A look under the hood will confirm that OXOSI is certainly not hype, but a concerted effort to expand the narrative on fashion designed by African creatives.

Join the OXOSI movement and share their hashtag #vivaAfrica.