The rise of Iamisigo: from Lagos Fashion Week to Copenhagen Fashion Week
Copenhagen Fashion Week is always a privileged moment to discover the talents that are redefining the future of fashion. At the heart of this effervescence, one brand stood out with singular force: Iamisigo. Founder Bubu Ogisi and her brand have left an indelible imprint, marking a new era for African creativity.
The culmination of this ascent is Iamisigo’s prestigious recognition. She won the coveted Zalando Visionary Award 2025. This distinction, announced in January 2025, preceded her inaugural show at Copenhagen Fashion Week Spring/Summer 2026 (SS26). This double success instantly places Bubu Ogisi and Iamisigo at the forefront of contemporary fashion.
The growing influence of African fashion
Iamisigo’s success is part of a larger story: the growing influence of African fashion. This dynamic movement sees African designers asserting their unique voice on the international scene. They harmoniously fuse contemporary creativity with rich cultural traditions.
This rise is confirmed by a growing consumer preference for “Made in Africa” products. A recent survey showed that 65% of respondents share this trend. A flourishing ecosystem of dedicated events and platforms supports this dynamic. These include “ROOTS” at Who’s Next Paris, Dakar Fashion Week, and the “AFRICA NOW” pop-up at Galeries Lafayette in Paris.
Iamisigo: a pioneering, forward-thinking force
In this effervescent context, Iamisigo is positioning itself as a pioneering force. The Zalando Visionary Award celebrates designers who embody creativity, innovation and positive social commitment. Iamisigo is perfectly aligned with these values in the global fashion industry.
The integration of African fashion into such important calendars and awards as Zalando and Copenhagen Fashion Week marks a significant transition. The perception of African fashion is evolving. It is moving from an “ethnic” or “niche” category to that of a legitimate, innovative and influential force. It is now capable of shaping global trends.
This integration paves the way for greater economic opportunities for African designers. It also encourages greater investment in the continent’s fashion infrastructure. Finally, it enables a more diverse and inclusive global fashion narrative, going beyond traditional Western perspectives.
Bubu Ogisi: portrait of an extraordinary designer
A childhood shaped by textiles and expression
Behind every innovative brand is a visionary: Bubu Ogisi. She is founder, creative director, textile artist and experimental researcher. Her work is deeply rooted in her origins and way of life. She draws deep inspiration from her life experiences.
Her personal journey shaped her unique relationship with clothing from her childhood in Nigeria. From an early age, she cultivated a distinct sense of personal style. She preferred raw fabrics to ready-to-wear clothes. She meticulously instructed tailors with her own designs. For a shy child, clothing became a powerful, non-verbal language. It was a means of expression that nurtured an early obsession with how clothes could communicate the essence of a person. This intimate connection to textiles is the foundation of her creative approach.
The influence of languages and cultures on design
Her studies at Esmod Paris marked a crucial step. Her choice to study in France was deliberate. She was looking to immerse herself in the French-speaking approach to design. This contrasted with her usual English-speaking environment. Bubu is convinced that language is a fundamental pillar of her work. Different languages offer distinct conceptual frameworks for apprehending existence. This intellectual curiosity is reflected in her command of languages. She is fluent in Twi (learned in Ghana), Itsekiri (her mother tongue) and Yoruba.
Spirituality and materials, a deep connection
Her philosophy of materials and spirituality is equally profound. She has an almost spiritual connection with fabrics. She sees them as a form of protection. She is particularly drawn to natural materials, even those that show signs of wear or damage. She appreciates their inherent degradation and organic smells.
Spirituality is at the heart of his creative process. This can be seen in his deliberate selection of “healing materials”: raffia, jute, sisal, bark and hemp plants. These materials have traditional significance in ceremonies such as coronations, funerals and births. They are even used for skin preservation. She asserts that there is a healing, preserving and spiritual element in every material she chooses; there is a story behind every piece she creates.
“Mask-maker” and decolonization through fashion
Bubu Ogisi intriguingly describes herself as a“masquerade maker”. Through this role, she explores masking as a powerful intermediary between the visible and invisible realms. Her global mission is deeply rooted in decolonization. It aims to free minds, dismantle barriers and forge links between disparate cultures, places and people.
Her poignant “Chasing Evil” collection illustrates her conviction. Inspired by the Congolese protective statue nkondi nkissi and developed for war refugees in the Congo, it shows that clothing can serve as a powerful symbol of protection and empowerment.
Collaboration and community impact
Her collaborative spirit and creative impact extend beyond Iamisigo. She holds key positions. She is Creative Director of Hfactor, a collective she co-founded in Nigeria. The collective facilitates artist exchange programs. She is also Creative Director for Vitimbi, a Kenyan fashion brand. Vitimbi is renowned for its focus on upcycling and designs inspired by vibrant urban life.
These collaborations underline the company’s unwavering commitment to the community. They promote sustainable practices and a collaborative creative ecosystem. Bubu’s personal and philosophical approach, rooted in her history and culture, is a distinctive advantage. Her journey, from childhood when clothing was a voice, to her current role as a spirit-clearer and textile healer, gives Iamisigo an identity that goes far beyond aesthetics. This authenticity, combined with an approach that values “Made in Africa” and the preservation of intangible cultural heritage, creates a unique value proposition in an often saturated global market. This uniqueness attracts a growing segment of consumers who seek not only beauty, but also the meaning, ethics and story behind each creation.
Iamisigo: a symphony of heritage and modernity
Contemporary wearable art and post-colonial identity
Iamisigo, founded by Bubu Ogisi in 2009 and renamed in 2013, stands out as a pioneering brand of“contemporary wearable art“. It is strategically located in Lagos (Nigeria), Nairobi (Kenya) and Accra (Ghana). The brand’s evocative name, a clever inversion and stylization of Ogisi’s own surname, with the addition of “I AM” (Je Suis), poignantly reflects his personal journey. It explores identity and belonging in a post-colonial African context.
Slow design and the preservation of intangible heritage
Iamisigo’s fundamental philosophy is that of a“slow design house“. This commitment is deeply rooted in the preservation of Africa’s intangible cultural heritage. Each garment is conceived as an “intentional act of storytelling”. Each piece is meticulously handcrafted by skilled African artisans. They use traditional, often endangered techniques. This ensures that cultural knowledge is not only preserved, but also celebrated and propagated.
Sustainability, circularity and material innovation
The brand’s unwavering commitment to sustainability and circularity is a cornerstone of its identity. This devotion manifests itself in textile preservation, circular design principles and regenerative fashion practices. This extends to conducting immersive, in situ research in remote artisan communities across the continent. These investigations meticulously uncover indigenous knowledge systems, ancestral weaving methods and traditional practices.
A striking example of this innovative commitment is the“Supreme Higher Entity” collection. This collection explored fabrics from various African cities in depth. In particular, it transformed plastic waste from Lagos – one of the world’s biggest consumers of plastic – into wearable PVC. This bold initiative presents a forward-looking vision of the future of clothing through upcycling and material innovation.
What’s more, the brand’s color palette is carefully selected. Derived from textiles of African origin, they are imbued with deep symbolism. For example, Roselle plants dye fabrics pink, honoring Mother Earth. Deep browns and blacks channel ancestral spirits. Weathered fabrics serve as a tactile connection with the past.
Artistic rebellion and a new language for global fashion
Iamisigo positions itself as a true“artistic rebellion” and“archive incarnate“. The brand is“100% artisanal“. Each piece is handcrafted by master artisans. They rely on techniques handed down from generation to generation, from “loom to lookbook”. The ethos of the brand is not to reproduce, but to “awaken” cultural narratives.
By consciously dismantling the boundaries between tribes, geographies and ideologies, Iamisigo actively promotes cultural hybridity and creative solidarity. It strives to forge “a new global language for fashion that does not negotiate identity but honors plurality”.
Global recognition and success based on authenticity
Iamisigo’s global recognition is vast and significant. The brand has an extensive international presence. It has runway shows in the major fashion capitals, from Paris to Bogotá, from Geneva to Johannesburg. Its creations are distributed in selective concept stores in Accra, Lagos, New York, London, Zurich and Mumbai.
This global reach is complemented by notable appearances in prestigious publications. These include Vogue, Business of Fashion, CNN and Elle. The brand has also been worn by fashion icons such as Naomi Campbell. Iamisigo’s unwavering commitment to authenticity and purpose-driven design is a key to its success. The brand’s “slow design” approach and “100% artisanal” production stand in direct opposition to fast fashion. This attracts a growing global clientele who value sustainability and ethical production.
Its ability to fuse a rich cultural heritage with a modern, minimalist aesthetic allows it to resonate on a global scale without compromising its roots. The fact that the brand has already been recognized by major publications and worn by iconic figures even before the Zalando Visionary Award underlines the brand’s intrinsic credibility and appeal. It demonstrates that its success rests on a solid foundation of meaningful design and storytelling.
The Zalando Visionary Award
A testimony of impact
The Zalando Visionary Award, created in 2023, is a significant platform. It recognizes designers and brands who demonstrate a visionary approach. They create significant change within the fashion industry and beyond. Eligibility criteria are rigorous. They encompass creativity, innovation, a commitment to positive social progress and compliance with Copenhagen Fashion Week’s sustainability requirements.
In January 2025, Iamisigo was named winner of the third edition of this prestigious award. The jury, made up of industry experts, specifically praised Iamisigo for its “distinctive voice” and “commitment to combining ethical sourcing and community empowerment”. They recognized Bubu Ogisi as a “rare creative talent”. His production is “both beautiful and miraculous”, transcending gender norms and designing for “minds and energies”.
A monetary prize
Zalando’s substantial support goes far beyond financial reward. It includes a monetary prize of 50,000 euros. There is also a further 35,000 euros dedicated to the production of a bespoke catwalk show at Copenhagen Fashion Week. Beyond the financial aspect, Zalando offers invaluable mentoring from industry expert Dio Kurazawa. This includes access to personalized business development resources and key industry networks. This comprehensive support is designed to foster long-term growth and visibility.
To further amplify the brand’s story, Zalando has produced a documentary entitled “Zalando Visionary Award Presents: IAMISIGO”. Shot in Nigeria, Kenya and Copenhagen, the film offers an intimate glimpse into the creative world of Bubu Ogisi. It highlights the meticulous craft techniques and cultural narratives that define the brand’s bold aesthetic. Bubu Ogisi herself expressed her gratitude and anticipation. She declared it “the beginning of an exciting partnership for Iamisigo as we evolve as a brand”, promising “magic in August!”.
The Zalando Visionary Award is more than just an award. It is a strategic support and a catalyst. Zalando’s comprehensive support (financial, mentoring, production, documentary) demonstrates a deep investment in Iamisigo’s growth. It amplifies its ability to spread its message on a global scale. For a brand that favors “slow design” and “100% artisanal” production, such support is crucial. It enables it to extend its impact without compromising its core values. This partnership validates Iamisigo’s model as a viable, impactful and commercially attractive force in sustainable fashion.
Copenhagen Fashion Week Debut
The “Dual Mandate” SS26 collection
Iamisigo’s highly anticipated show at Copenhagen Fashion Week SS26 took place on August 6, 2025 at Fabrikken, Copenhagen. Presented as the winner of the Zalando Visionary Award, the show was immediately hailed by critics as “one of the great highlights of the week”.
Collection theme and philosophy
The collection, entitled“Dual Mandate“, explored a profound theme: “energetic architecture”. It conceives the body as a “bio-electric landscape”. This holistic approach to design considers the wearer’s inner and outer worlds. The collection is rooted in “four vibrant dimensions: body, mind, soul and emotion”. This provides a profound philosophical framework for the designs.
Material innovation and symbolism
The innovative use of materials and their symbolism was at the heart of the collection.Anchoring fibers” were chosen to “draw energy inward”. These include cotton from Uganda and Kenya, sisal from Tanzania, raffia and jute from Nigeria. In contrast,“luminous elements” have been incorporated to “radiate outwards”. These elements, such as metal and glass from Kenya, and recycled plastics from Nigeria, metaphorically “tune” the wearer. This use of recycled materials sourced directly from Lagos underlines the brand’s commitment to sustainability and solving local challenges.
Aesthetics and immersive catwalk experience
The collection’s eclectic visuals featured hair textures, grass, pewter and retro hairstyles. This fusion of traditional African craftsmanship with avant-garde influences resulted in a distinctive aesthetic. It evokes elements of The Wizard of Oz and Jacquemus’ singular aesthetic.
The show was conceived as an immersive experience. It created an innate tactility for the audience. The atmosphere was enhanced by a carefully crafted soundtrack. It was composed of natural sounds and the distinctive clatter of metals. All this was accompanied by surreal smoke in the air. Iamisigo’s show was not a simple fashion event. It was a conceptual, multi-sensory art installation. This approach reinforces Iamisigo’s identity as a brand of “wearable art”. It also underlines Bubu’s role as an “experimental researcher”. She pushes the boundaries of traditional fashion presentation. The use of recycled plastics from Nigeria links the collection directly to the brand’s commitment to sustainability and solving local challenges. She demonstrates how conceptual art can also carry a powerful message of environmental responsibility.
Iamisigo’s wider impact and future trajectory
Iamisigo’s success, including its Zalando Visionary Award win and runway show at Copenhagen Fashion Week, is significantly redefining the African fashion narrative on the global stage. The brand highlights the continent as a source of profound creativity, innovation and ethical leadership. It goes beyond stereotypes to present a sophisticated and impactful industry.
A model of social and cultural sustainability
Iamisigo is a pioneer. She doesn’t just create beautiful clothes. She also champions social sustainability, community empowerment and the preservation of endangered craft techniques. Her model demonstrates that commercial success can go hand in hand with profound cultural and social responsibility. The brand is a “tactile form of protest and preservation”. It actively challenges and reshapes post- and neo-colonial narratives within the fashion industry.
It promotes “cultural hybridity and creative solidarity”. It deliberately removes the artificial boundaries between Africa’s diverse tribes, geographies and ideologies. Its growing success and worldwide recognition play an essential role. They highlight “African heritage in the global fashion industry”. This fosters greater appreciation of the continent’s rich design traditions. The growth of craftsmanship as a trend is also notable. Iamisigo is at the forefront of this movement. She validates the value of time-consuming, handmade pieces.
Bubu Ogisi’s influence beyond Iamisigo
Bubu Ogisi’s influence extends beyond her own brand. She is creative director of Hfactor, a collective. This collective promotes Nigerian and foreign artists through exchange programs. She was also Creative Director of Vitimbi, a Kenyan fashion brand. Vitimbi is recognized for its commitment to upcycling and its strong political stance through fashion. It often uses materials sourced from the Gikomba recycling market. These initiatives underline her commitment to fostering creative growth and social impact beyond her own brand. She has a “love-hate relationship” with Instagram. She recognizes its undeniable power to increase brand visibility and digital energy, despite its demanding nature.
Future prospects and global impact
Iamisigo’s future prospects are promising. Bubu’s vision is to bring “magic” and continue the brand’s evolution. Iamisigo is playing a key role in establishing a new global language for fashion. This language not only embraces, but celebrates plurality and diverse identities. Zalando’s ongoing and comprehensive support is a crucial factor. This includes mentoring and business development resources. This support ensures the brand’s long-term viability and sustained impact on the world stage.
Iamisigo’s impact goes far beyond commercial success. It’s a cultural and socio-political force. By integrating decolonization, heritage preservation and community empowerment into its very fabric, the brand is setting a new standard for ethical and meaningful fashion. Its global recognition, notably through Zalando, creates a powerful feedback loop. It is inspiring other African designers and changing global perceptions of “Made in Africa”.
A new era for global fashion
Iamisigo, under the visionary direction of Bubu Ogisi, has established itself as a leading brand. It is redefining the global fashion landscape. Its success, marked by victory at the Zalando Visionary Award and a resounding inaugural show at Copenhagen Fashion Week, is not just a triumph for the brand itself. It’s a powerful testament to the vitality and growing influence of African fashion.
The brand embodies a successful convergence of bold creativity, deep cultural heritage, unwavering commitment to sustainability and unprecedented global recognition. Iamisigo proves that fashion can be a powerful vehicle for cultural and economic empowerment. It is capable of transforming narratives and inspiring positive change on a planetary scale. By integrating conscious craftsmanship, circular practices and authentic storytelling, Iamisigo doesn’t just follow existing trends, but actively shapes them. Its journey eloquently demonstrates that authenticity, meaning and a strong cultural narrative are the ultimate luxuries in today’s global marketplace. This paves the way for a new era in the fashion industry.
Read also
