Gambian Rooted Fashion Brand Aajiya Set To Change The Narrative Of African Fashion With Their Petaw Collection

AAJIYA is a contemporary lifestyle brand that changes the narrative of African fashion and empowers the multidimensional woman who embraces their full identity and freedom. The brand, which was founded by Maimuna Cole, debuted their ‘Petaw collection’ at  Copenhagen Fashion Week where cowrie-print separates took center stage.

Aajiya works around a non-cliché ideology of what African fashion is by challenging and undermining stereotypes of African fashion, with every piece they create. Aajiya’s mission is to change the narrative by creating various types of fabrics, rich colors patterns, and textures from Africa. “We value craftsmanship and independently produced fabrics, resulting in distinctive pieces of the past that can be worn today. That is Aajiya,” reads their bio on their official website

“This collection is all about colors, prints & the rich African history. We want you to feel every piece of the garments from the collection & encourage you to push the narrative,” reads a statement from the brand’s CEO & artistic director.

SEE PHOTOS

Models: Rohey, Hany, Saptieu, Felicia /MIKAS, Ida/FIIRI Agency

Photography Assistant’s: Patrik Schönberg, Björn Weidinger

Hair Assistant’s: Rahwa Bereket, Malang Kujabi

Make up Assistants:Tereza Luyrika, Martina Andrioti

Stylist Assistants: Agnes Fowler, Gladys Mbuyi

Production: Swedish Fashion Council

Head of Production: Robin Douglas Westling /Swedish Fashion Council

Pre-Production: Nikolina Höljö /Swedish Fashion Council

Production Assistant: Abas Sheikh/Swedish Fashion Council Coordinator: Dawid Habib /Swedish Fashion Council

Coordinator: Rahma Ben Khalifa /Swedish Fashion Council

Studio: James & Perra

SatisfashionUg@gmail.com