FASHION: MEIDEI

Nigeria has no high streets, retail village or clothing department chain stores. What we have in this part of the world are malls and boutiques.

Due to the nature of the retail businesses in the country, it's sad to say, there is no buying structure, especially in the fashion retail sector which leaves the burden of production and majority of the risks for the designers to bear. As grim as that might sound, Nigeria and Nigerians are known to be relentless and creative when it comes to surviving against all odds. And that relentless spirit of hustle has seen a lot of fashion brands and labels blossom. As a result of this, the pieces created are unique and flamboyant in the hope of standing out in a competitive and saturated market.

 All that said this feature isn't about the problems with the fashion industry but more about the stores and platforms that endeavor to promote Nigerian brands against all odds and Meidei happens to be one of those platforms.

Based in the heart of Lekki in Lagos, this retail haven is one of the major pioneers of the “Believe in Nigeria” mantra. With almost all the brands in the store by Nigerians, products manufactured in Nigeria and the rest by Africans. The pieces stocked range from Luxury to affordable, functional to ostentatious. Meidei is one of Nigeria’s answer to a high street/department store all intertwined in one.

We teamed up with New York based photographer Adebayo Dawudu to create this fashion editorial using pieces available for purchase in Meidei. 

 #boldeditorialseries

Creative Direction and Styling by Bella Adeleke (@bellaadeleke)

Photography by Adebayo Dawodu (@adawodu)

Makeup by Leyla Cadne (@leylarhcadne)