30 Days of Àdìrẹ: an African Texitle Art Campaign by Tejumola Maurice-Diya

Passionate about establishing African fashion at the forefront of daily living across the globe, fashion storyteller and global fashion consultant, Tejumola Maurice-Diya, launched 30 Days of Àdìrẹ to highlight various possibilities of the epic African textile art — Àdìrẹ.

Popular Àdìrẹ is of Yoruba origin. The textile art is designed with wax-resist dyeing techniques. Àdìrẹ literally translates as “tied to dye” from “Àdì” meaning “to tie” and “arẹ” meaning “to dye”. It is very common among the Ẹ̀gbá people of Ogun State and available throughout Yorubaland.

Àdìrẹ has deep roots in Nigerian cities like Abeokuta, Osogbo, Ile-Ife, and Ibadan. Its intricate patterns and vibrant colours have captured local and international market attention, making it a sought-after fabric for fashion and home decor.

Tejumola’s #30DaysOfAdire is bringing more awareness to this age-old fabric. Her commitment to advancing African fashion is evident in her pioneering efforts. Her advocacy for locally manufactured fabrics encourages designers to embrace innovative native designs and foster sustainable fashion ecosystems.

She explores 30 practical, everyday Àdìrẹ outfits from made-in-Africa brands that can be worn today. Hopefully, you will like a look or two (2) and incorporate more Àdìrẹ into your wardrobe.

DAY 1

Àdìrẹ vest from @dye_lab

DAY 2

DAY 3

Raffia Àdìrẹ blouse from @eki_kere

This 30 Days of Àdìrẹ campaign showcases some of African fashion designers’ wins, and “inspires fashion enthusiasts on some creative ways to style Àdìrẹ, in ways they may not have previously considered; incorporating it into everyday wardrobes and not skipping a beat! If anything, it should add to your ‘je ne sais quoi’!”

DAY 4

Outfit from @bimmms24

DAY 5

DAY 6

Àdìrẹ Ẹlẹ́kọ (hand-painted) involves painting designs onto the fabric using cassava starch paste, which resists the dye
Àdìrẹ Òníkó (tie-dyed) involves tying sections of the fabric with raffia or cotton thread before dyeing
Àdìrẹ Alábẹ́rẹ́ (stitched) involves stitching patterns onto the fabric with thread, which is removed after dyeing to reveal the design.

DAY 7

Through her work, Tejumola seeks to shape the narrative surrounding African fashion, showcasing its rich heritage, versatility, and innovative potential.

By promoting sustainable practices and supporting local artisans, she fosters a more inclusive and equitable fashion industry that not only celebrates African culture but also, contributes to economic growth and social empowerment.

DAY 8

Àdìrẹ boubou from @ituenbasi

DAY 9

Deconstructed Àdìrẹ Agbada from @ituenbasi

DAY 10

DIY Àdìrẹ kits are now available on the market allowing people to create custom tie-dyed fabrics at home. Would you consider creating your own Àdìrẹ?

DAY 11

Àdìrẹ set from @dye_lab

Wondering what’s the difference between Àdìrẹ and Kampala?

Newer Àdìrẹ designs incorporate bright colours and abstract patterns, appealing to modern taste.

DAY 12

Successful Àdìrẹ production requires various favourable factors to get the right patterns such as climate, manpower, and high-quality textiles.

DAY 13

Innovation and modern technology are now being used to create Àdìrẹ lookalike prints. This dress by @yesidelaguda is an example.

DAY 14

Àdìrẹ ensemble from @ejiroamostafiri

Advanced technology has increased productivity across all fields of work. Thanks to technology, we now have access to Àdìrẹ prints beyond textiles. The prints can translate into other expressive art such as digital Àdìrẹ art used in the production of digital Àdìrẹ papers.

DAY 15

Àdìrẹ bubble dress from @yesidelaguda

DAY 16

Pink Àdìrẹ set from @emmykasbit

DAY 17

Àdìrẹ denim set from @ruksalamode

DAY 18

Àdìrẹ piece from @moyeafrica

The first sets of Àdìrẹ produced were limited to deeply contrasting colours, monochromes consisting primarily of indigo and white.

DAY 19

Àdìrẹ 2-piece from @ara.lagos_

DAY 20

Àdìrẹ dress from @chenche_lagos

DAY 21

Àdìrẹ outfit from @christiebrowngh

DAY 22

Àdìrẹ skirt from @eki_kere

DAY 23

DAY 24

Àdìrẹ ensemble with sequin & interesting yarn details from @the_ladymaker

DAY 25

Àdìrẹ handbag from @eki_kere

The campaign hopes that every person—regardless of age (from Gen Alphas to Baby Boomers), location (all of the designers featured ship worldwide), or even cultural norms (Àdìrẹ pairs well with almost anything)—will find a point of connection with this ageless fabric and consciously make an effort to broaden their fashion horizon with it!

See more at TejumolaMD.com or @tejumolamd