Fruché’s unapologetic new collection, Shameless.

Contemporary Nigerian fashion brand Fruché, the brainchild of Frank Aghuno, explores rich, historical, radical, futuristic and modern progressive stories that challenge the notion that Nigerian and African women and men are expected to look and dress a certain way. Fruché is a mix of traditional Nigerian culture, heritage, artisanal techniques and contemporary design — embodying a unique sensibility that seamlessly combines an outspoken narrative and a bold sensuality that is luxuriously modern.
Their latest collection, Shameless, is an ode to being unapologetically yourself, stripping away the fear of embarrassment and running toward one’s dreams with fear. “Shame has taken on many forms over the years,” says Aghuno. “It lurks in the way we dress, in how we perceive our bodies, and in the weight of others’ opinions pressed upon us. Somewhere along the way, shame became woven into the fabric of our culture. Yet, our ancestors draped themselves in elegant wrappers that bared their shoulders, adorned their heads with towering gele, and tied mini-wrappers that, at times, left their busts uncovered — without a whisper of disgrace. The naked body was neither scandalous nor taboo; it simply was. People were free to exist as they were, unburdened by imposed modesty.”