In case you were wondering, we’re happy to announce the re-entry of one of our long-time estimable clients, Emmy Collins London. They are back into the Nigerian market, this time bigger and better!
A bit of a re-introduction, Emmy Collins London is a UK-based avant-garde fashion label launched in 2003 in the UK to cater to men’s wear with a functional store in Nigeria.
Unfortunately, they had to take a back seat in the fashion industry and physical operation of the business last year due to the top culprit of the year, COVID-19.
As we all know that 2021 is the year of reclaiming lost time and positive results, we’re excited to have them back in business and working with us.
The Emmy Collins London team has very interesting news in the works and we can’t wait to share it with you! Known for their maximum attention to detail, originality, and bold fashion pieces, can you guess what it is?
While we anticipate, be sure to stay updated on www.emmycollins.co.uk on discount sales and unique pieces.
The innovative London based brand headed by Emeka Collins popularly known as Emmy has launched its new showroom in Lagos. The exquisitely decorated showroom was officially launched on the 16th of December with a champagne-fuelled party which attracted authentic fashion aficionados. The showroom is situated at 9 Alhaji Kanike Street, Off Awolowo Rd Ikoyi and can also be accessed via Ademola Street, Ikoyi.
According to the Creative Director, Emmy “our clients have constantly communicated to us the fact that the void we left is still yearning to be closed but to no avail. If I could take a penny for each time I have listened to such sentiments, I will probably have retired a billionaire by now. On a serious note, we are a very unique brand regardless of wherever we are located, be it London, Paris, Milan, Lagos etc and our clients revere that uniqueness and quality that we bring to the table.
I deeply believe that there could never have been a better and more exciting time to launch this showroom in Lagos than now because a huge part of Nigerian men have totally and categorically repudiated the previously but erroneously accepted myth that men should/must always be decked up in grey, black, navy, stripe garments. Men are now more than eager to explore and I find that utterly inspiring. These are indeed exciting times for men`s style”.
For the grooms and groomsmen searching for British quality tailored suits, the showroom stocks suiting/lining swatches from collections of Holland and Sherry of Savile Row.. www.emmycollins.co.uk
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Emmy Collins London, the multi-faceted top-end fashion brand based in London, is set to unveil its latest designs in Lagos and has finalized arrangements to host an upscale fashion event tagged ‘Trendless Style Weekend’ at the African Arts Foundation (AAF) Gallery in Victoria Island, Lagos.
The brand that caters for menswear and womenswear in the global fashion market has built a reputation for designing exquisite runway pieces and ready-to-wear outfits for both sexes.The ‘Trendless Style Weekend’ according to its Creative Director, Emeka Collins, is a prelude to the return of Emmy Collins to Nigeria.
“We are headquartered at the creative hub of London-Shoreditch, East End, catering for our global clients but we are set to establish physical presence here in Nigeria with offices opening soon in Ikoyi, Lagos,” he said. Endowed with the elegance of quality British tailoring and design, Emmy Collins is a force to be reckoned with in the contemporary world of fashion but wants to extend the gains of the brand back home to the very discerning and fashion loving Nigerians who like quality and innovative pieces.
Since debuting 16 years ago, Emmy Collins has made clothes for local and international clients including some private and public sector leaders, businessmen, industry bigwigs, upwardly mobile executives, fashion icon as well as stars in the music, movies and Nigerian entertainment industry.
“Nigerians are some of the biggest shoppers in the world as statistics from Selfridges, Harrods and some of the global departmental stores have shown. I am convinced that Nigerians will be willing to shop locally if they find the right quality of apparels. We are poised to bridge that gap and reverse that trend, with tastefully designed pieces that are designed and tailored to global standards” he said.
Guests at ‘Trendless Style Weekend’ will have the opportunity to view some of the designs on display and worn by models, while the Creative Director will be there to take orders for the made-to-measure pieces. Additionally, the guests will be afforded the opportunity to browse through and choose suiting fabrics sourced from Holland and Sherry of Savile Row, London and fabrics from Ringhart Shirting for their made-to-order suits, jackets, trousers and shirts.
My publicist Yetty has been on my case about penning down an article, any article at all. She also warned very sternly that she will not tolerate any article that comes close to causing mayhem to any circle,*laughs*. Anyway, for playing safe sake, I reckoned any article about fashion couldn’t piss anyone off. Wait a moment; I could rub some folks the wrong way simply by using the word piss, non? Well, my name is Emmy, Emmy Collins and I always keep it authentic so there you have it!
This morning I woke up to the messy sight of swatch hangers cluttered all over the top of my bedroom chest drawers. I prefer to always have the swatch hangers in my vicinity so as to be able to match any inspiration that pops into my head instantly with the appropriate fabrics. Any creative individual worth his salt, onion or even pepper will tell you for free that once an inspiration pops up in your head you either work with it immediately or run the risk of losing it. About a fortnight ago, I visited Premier Vision Paris on a fabric sourcing mission and selected some fabrics which the fabric suppliers has kindly couriered to us well ahead of time. Now, I am faced with the unenviable and time consuming task of whittling down about a thousand odd fabrics to just about 30 that will eventually make it into the collection. This stage of fashion designing might seem like fun but it does become very problematic choosing one exquisite quality fabric over another.
Presently, I’m working on my next collection, Spring Summer 2018 collection, which we hope to showcase at either Pitti Uomo, Florence or Premium, Berlin. I have also reconnected with my former Milanese agent, Gepy Ricciardo of Morden Showroom, Milan so the collection will be exhibited to buyers at Morden Showroom Milan from July to October once all the shows are out of the way. To say that I`m excited is simply putting it mildly. It has been a while since I found myself in this head space.
All through the duration of the two and half years that I resided in Nigeria, this feeling deserted me completely and the reason isn’t far-fetched at all. In Nigeria, the environment simply didn’t inspire this much cherished feeling so you can imagine my state of mind at this moment; it is that of anxiety but more of hope and belief in my work and ability. Fashion industry is a jungle but one that I rather live in. It feels so amazing to be back in one`s element.
Anyway, I’m going to utilise this last few paragraphs to tell some of you guys about Pitti Uomo, Florence and why I love showcasing there despite the hefty cost. When my label was launched in 2003, there weren’t any credible men’s show in London. The London men’s collection or London Fashion Week Men`s as it is currently called has just been around for about 10 seasons so one will be very justified to say that it is in it’s infancy as far as shows are concerned.
Spaces were limited back then at Pitti so it became quite competitive to get in. Since I was still on a learning curve, I did not quite grasp how the seasons functioned then so my application came in three weeks late and I had that fact communicated to me in a kind email. The organisers loved my look book but yet did not put me up for consideration. I was somehow dejected but whilst I was brainstorming on my next step, my mentor, David Jone’s words rang in my head. He once said to me “Emmy, sometimes you need to bluff your way in or out of situations” and here was definitely a situation I needed to bluff my way into. At this point I figured out I had nothing more to lose so I might as well give it another shot. I fired a short but precise email back to them and it read “Cara Signora, Thanks for your kind email. I totally apologise for the lateness of my application. However, I will politely ask you to kindly visit my website as I believe my brand is the type of innovative brands Pitti is rumoured be wooing to the show. Yours Sincerely, Emmy”. The news on the fashion circle at that time was that buyers were complaining about the lack of new and innovative brands at Pitti.
There were big brands like Hugo Boss, Baldesrini, Missoni, Nichole Farhi et al but not the new innovative ones because buyers want to discover something new every season. I must say that I never expected anything to come out of this as I was already considering an alternative show to showcase my collection but to my utmost shock, I received a reply two hours later asking for a couple of samples to be couriered immediately to Florence so they can view and feel the quality. At this point I realised that I was unquestionably in because right from the onset I had bent over backwards to ensure that the quality of my stitching and aesthetic of my garments are on par with the best out there. You can fault my work based on anything but never on quality. David Jones used to say to me “there will always be folks who don’t appreciate your designs since you can`t be everything to everybody however once they have an axe to grind with the quality of your tailoring then you are really and thoroughly screwed.
Depending on how busy I become over the weeks, I might come back here to drop an article about my first experience as an exhibitor at Pitti Uomo. Best believe the experience was hilarious and educative.
Did I mention that Pitti acts as a melting pot of stylish individuals in the world? Well, I urge you not to take my word for it; do your own research.
As soon as the new collection is ready, we will get it published in Nigeria as my way of keeping in touch with my homeland. I call this my first real collection since coming back to my stomping ground, London.
Emmy Collins is a Nigerian UK based Fashion designer.
The “Londres” collection is predominantly about playing with colors, solids and prints. Not being one to take the safe route towards designing, Emmy decided to go contrarian to conventional wisdom in style and fashion once again. This time, in his belief that, if the aesthetics were right, anything can be paired with anything else nowadays, he opted to clash diverse shades and sizes of neon colored polka dots fabrics against each other. He also contrasted solid cottons against several print fabrics. Trust Emmy Collins London to put such a unique spin on working with polka dots.
The Queens Guards print shirt in the collection is specifically in celebration of London as a creative hub. It might be subtle but in this particular collection, one would notice that two shades of one fabric design were used to achieve the quirkiness and originality which the Emmy Collins brand represents.
Hear the man speak about the suits in the collection: “…basically, I always keep my eyes and ears on what my contemporaries across the globe are doing and then bend over backwards to stay as far away as possible from them. It is absolutely imperative that I retain the originality which our fans associate with the brand. It has never been just about commercial success. It is my ardent belief that any designer worth his or her salt must be able to strike a healthy balance between commercial success, originality, details and tailoring quality. You can`t have one without the other. Frankly, this the “Londres” is like a test collection but nonetheless I`m proud of the quality of stitching and aesthetics we achieved with it. I’m absolutely excited about more ideas in the pipeline for us”.