DEYDA’S Apparel will bring the gast of energy and pride of her latest collection, "Arewa", at the upcoming Fashions Finest LFW S/S25 show in London.
DEYDA’S Apparel By Jesuloba Esther
Fashion enthusiast and designer Jesuloba Esther is the creative mind behind DEYDA’S Apparel, making waves with her unique blend of African heritage and modern design. Her fashion journey began back in 2009 after secondary school, when she discovered her passion for clothing and design: "Fashion has always been a way for me to express my love for African culture", the designer shares.
Esther’s formal training started at a fashion school, and she further honed her skills in Fine Art and Graphics Design at Yaba College of Technology. During her time as a student, she gained hands-on experience through the Student Industrial Work Experience Scheme (SIWES) at Creative Options Fashion School and, while serving her National Youth Service Corps (NYSC) in Taraba, Esther took it upon herself to train fellow corps members for free, sharing her knowledge and passion for styling and design. After collaborating with Aimas Lifestyle, a well-known fashion brand, she officially launched DEYDA’S Apparel and registered it with the Corporate Affairs Commission (CAC), growing steadily and attracting clients worldwide.
"Through DEYDA’S Apparel, I aim to honour African culture and empower women," continues Esther. Her designs go beyond fashion as artistic expressions that celebrate the richness of African culture and the resilience of women everywhere.
DEYDA’S Apparel Presents 'Arewa'
At Fashions Finest showcase during London Fashion Week, Esther will unveil her latest collection titled "Arewa," which has already captivated the audience with its Afro-centric flair. “Arewa” is a Yoruba term meaning “beautiful” in English. Arewa is an Afrocentric collection that honours the beauty of a woman in all her splendour. The collection brilliantly fuses traditional African prints, colours, motifs, and fabrics with modern aesthetics, creating a vibrant celebration of African heritage. With the use of African fabrics ‘Aso oke’she defines the sophistication and uniqueness of every woman .
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