Francis Osei is the Creative Director and CEO of NASLYN MODA, a fashion brand based in Accra Ghana, and Lagos Nigeria, after the maiden release of his collection “CAMILA COLLECTION” in 2019, Francis Osei transitioned to a household name in the West African fashion industry, his move was very successful, business was booming and this encourages him to expand the production of his sought-after collection. It was at this critical point that the COVID-19 lockdown struck and dealt his brand and the world a severe blow. He was forced to make some very painful decisions, like letting some staff go, reducing the number of machines in the manufacturing process, and abandoning the idea of a public launch of his collection.
As a rising fashion designer in Ghana and beyond, Francis Osei is fully aware and committed to focusing on creating digital channels to interact and reach out to customers and clients. The entire fashion industry affected by the pandemic is struggling to remain relevant. Depending on which lens through which you look at the spectrum of things, members of the Ghanaian fashion industry are in a prime position to respond with innovative solutions, and the Angelicas Collection 2020 leverages this opportunity by providing unique designs and elegant dress to refresh every woman who adorns the designs. This solution will allow the fashion industry to sustain, recover, and reboot the pandemic with success achieved from a deliberate decision made to repurpose business strategies in a time of volatile, uncertain, complex, and ambiguous climate.
However, the Brand also saw that the lockdown could be used advantageously and therefore they made some positive changes to reflect the reality of the time, some of such changes included streamlining the product line, focusing on the online business platform, and introducing COVID essential products. The changes and modifications gave credence to the “ANGELICAS COLLECTION 2020…” One of the positive spin-offs of the pandemic for the fashion industry in West Africa is the local sourcing of materials and supplies. As imports were not an option. Francis Osei has built for his brand a network of local vendors and he has in the process learned so much about the resourcefulness within Ghana and Nigeria to innovate, create, and supply. The lockdown has also revealed that events can be experienced in unique ways digitally NASLYN MODA has embraced this reality with innovative ways to engage with the audience digitally during the launch of her collection. The strategy of fashion events during the lockdown was heavily dependent on curation, innovation, and presenting the fresh Angelicas collection.
After months of escalated waistbands, things have eased off, lockdown curfews have been extended. We can visit friends and family and we are very hopeful that we will be able to socialize safely again. Fashion lovers across and the entire world where NASLYN MODA predominantly caters to are still combining style and safety. Many haven’t opened their closets for some time but as women, a good outfit will potentially make them feel in a better mood. Whether working from home, exercising at home, dining in and so on the African woman will go to do it comfortably and fashionably.Now as we slowly ease back into the outside and return to normal, The Angelicas Collection by Francis sure has something for everyone. The designs are great, creative innovative, and easy outfits. They are also flexible yet with the brand ideology of being fashionable forward.
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