In Fashion, Lookbooks & Editorials

Fruche’s Spring/Summer 2020 Collection “Agbogho Mmuo” is Worth Obsessing Over

Fruche releases its Spring/Summer 2020 collection. The designer draws inspiration from Agbogho Mmuo, a festival held in Nigeria’s Igboland that signifies freedom.

Fruche’s Spring/Summer 2020 Collection “Agbogho Mmuo”

According to the brand:

Agbogho Mmuo is an annual performance held in the northern part of the Igbos’ traditional territory. Performed only by men wearing masks, the masquerades imitate the character of adolescent girls, exaggerating the girls’ beauty and movements, the smallness of a young girl’s features and the whiteness of her complexion, which is an indication that the mask is a spirit.

Most maiden spirit masks are decorated with representations of hair combs, and other objects, modeled after late 19th-century ceremonial hairstyles.

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Igbo culture in pre-colonial times was a culture in which gender was reconstructed and performed according to social needs, where gender and sex did not coincide. Instead, gender was flexible and fluid, allowing women to become men and men to become women.

In most cases, Igbo women did not cover their chest areas. Maidens usually wore a short wrapper with beads around their waist with other ornaments such as necklaces. Both men and women wore wrappers.

Fruche’s Spring/Summer 2020 Collection “Agbogho Mmuo”

The idea that men were free-spirited and able to celebrate femininity is admirable. These men dressed up in elaborate costumes and had fun without a care in the world.

Fruché aspires for a world where free-spirited Nigerians are free to express themselves whichever way they choose without the fear of being judged.

Akwa Ocha was used in the collection. Akwa Ocha, when translated from Igbo to English, means white cloth. It is indigenous to the Anioma people of Delta state otherwise referred to as Delta-Igbo; where Aghuno is from.

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Akwa Ocha is made from locally produced wool and is usually made into a wrapper. This fabric is worn mostly during important occasions like weddings, meetings, and funerals. The cloth, which is hand-woven by women, is very strong that it can last for hundreds of years.

See some of the looks


Male shoes were made in collaboration with Kiing Daviid @kiingdaviidshoes

Female shoes were made in collaboration with Renaissance by Janet @Renaissancebyjanet

Makeup by @Makeupbytemi
Models: Arafah Adele @Arafahthemodel
Tayo Godspower @Tayogodspower
Ceejay Ilo @Ceejay_ilo
Creative direction by Frank Aghuno @frankbydesign_

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Daniel Bishopp

Writer & Content creator, contributing to digital magazines including Stylemeafrica, Osheysneh, Stylewithsociety, Dapper Vogue, and more.

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