Jesuloba Esther, the creative force behind DEYDA’S Apparel, made an impression at the 2024 London Fashion Week, organized by Fashion Finest UK. Held at the prestigious Steel Yard, her show stood out for its cultural depth and elegant mix of African heritage and contemporary flair.

A rising star in the fashion world, Esther has quickly made a name for herself with her seamless fusion of traditional and modern elements. However, while her collection certainly showed promise, there are areas that could benefit from further exploration and refinement.

Celebrating Heritage: The Strength of Aso-Oke and Silk
One of the most remarkable aspects of Esther’s work was her bold use of Aso-oke, the rich hand-woven fabric that represents a deep-rooted part of African culture. In a world where fashion often borrows from diverse cultures, it was refreshing to see Esther bring Aso-oke to the global stage, paired with the luxurious feel of thick silk.

The contrast between these two fabrics was undeniably striking and elevated her collection, allowing it to stand out among other presentations.

Esther’s designs also incorporated a sophisticated mix of colors that reflected both African vibrancy and a more restrained, Western sensibility. The blend of these two elements was executed with precision, creating a visual harmony that struck a chord with the audience. There is a certain gracefulness to her work, with an almost regal quality to some of her pieces.

A Conservative Approach to Styling
Despite the impressive material choices and design concepts, there was an evident sense of conservatism in Esther’s approach to styling. The silhouettes, while elegant, remained somewhat restrained. The collection, though undeniably beautiful, leaned toward modesty and simplicity, with few pieces pushing boundaries in terms of volume, structure, or avant-garde elements.

This could be seen as both a strength and a limitation.

Esther’s attention to detail and respect for traditional design is clear, but one might have hoped for a bolder exploration of shape, color, and textures—elements that could have elevated her collection to the next level. As much as her pieces were stylish, they remained within a narrow range of looks, leaving some room for experimentation.

A Look Ahead: Expanding on Concept and Execution
The potential for Esther to evolve her designs is undeniable. While her presentation was clean and technically sound, her future shows could benefit from the integration of more daring elements. There’s room for an infusion of vibrant beads, a wider variety of colors, and the incorporation of dramatic accessories to balance her use of fabric.

These additions could inject more personality and excitement into her collection, giving it the depth and variety it needs to stand out in the increasingly competitive fashion world.

Volume could also play a key role in Esther’s future collections.

While her use of sleek, tailored silhouettes was impressive, expanding on volume—whether through exaggerated sleeves, structured forms, or unique draping—would lend her designs an extra layer of complexity and flair. Additionally, bold, statement-making accessories—perhaps more daring jewelry, handbags, or headpieces—could add that missing layer of boldness and eccentricity that would truly set her apart.

Final Thoughts
Jesuloba Esther’s debut at London Fashion Week was nothing short of promising. With her deep respect for African traditions and her evident talent in creating visually captivating pieces, she has the foundation to build a remarkable career.

However, for her next collection, it’s clear that she must push the boundaries of what she’s done thus far. We look forward to her future shows, where we hope to see her take more risks with color, volume, and accessories—transforming her already stunning designs into something truly unforgettable.