They say that if properly nurtured, the fashion industry can preserve indigenous knowledge and project a positive image of Nigeria into the world.
Nigerian fashion entrepreneurs are seeking strong government support for local businesses, highlighting the global potential of Nigerian cultural attire when backed by sound policies and funding.
The call took place in Abuja on Saturday during the official launch of Urah Luxury Apparel, a fashion brand that combines Nigerian cultural heritage with modern luxury designs.
The launch event has pushed Nigeria’s creativity onto the global fashion stage, but celebrated the brand’s mission to spotlight indigenous fabrics, especially Adire.
On sale, Sarah Martins, founder of Urah Luxury Apparel, highlighted the urgent need for lucrative government policies, access to capital, and capacity building programs for emerging fashion brands and startups.
Martins argued that Nigerian fashion industry, if properly nurtured, could create jobs, maintain indigenous knowledge and project a positive image of Nigeria into the world.
“As entrepreneurs, we want to plead that the government should be able to access funds because it’s not easy for the government to draw this weight, and we also need this help as we hire people and play quotas when we take them out of the streets,” she said.
Cultural Heritage
Speaking about the importance of integrating Nigerian cultural heritage into everyday fashion, Martins highlighted the growing domination of imported clothing in local markets and its impact on cultural pride and identity.
She expressed concern that many Nigerians gradually lost contact with the traditional fabrics and designs that once defined their style.
“What really inspired us at Urah Luxury is the beauty we found at Adire and Adire Making,” she said.
“Most of our clothes are imported, so we sat as a team and figured out how to infuse Nigerian culture into our daily lives.”
Martins emphasized that by reviving indigenous textiles like Adire Art, which are deeply rooted in Yoruba culture, it will celebrate aesthetic values and craftsmanship, empower local artisans, and offer an opportunity to redefine luxury through Nigeria’s unique lens.
“We have talent, creativity, and the stories the world wants to hear. We don’t have the consistent support that will help us expand,” Martins said.
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“It’s time for the government to recognize fashion not just as an art, but as a serious economic force.”
Other remarks
The launch was home to fashion enthusiasts, influencers and celebrities lending their voices to support local businesses and cultural storytelling through fashion.
Speaking at the event, former brother Naija (BBN) housemate Antoinette Lecky said, “When it comes to fashion and creative spaces, we know that it’s our entertainment and creativity that brings Nigeria into the world.
She added that Nigerian brands are more than just designing clothes.
“They preserve our identity, tell our stories and inspire the next generation of creatives,” she said.
