Shuwargwe Damak, mostly known as Shuwar, is revolutionising the maxi dress with her quaint label, Maxi Stitches, a Nigerian based clothing brand that designs and produces strictly maxi dresses.
The Maxi dress just got better as she just rolled out a new collection she wants us to call ‘Lárep’…it sure has a sophisticated ring to it, but it’s actually a word in her dialect.
The maxi dress has its origin from high end fashion designer, Oscar de la Renta, who set out to create something that would be gracing the ankles of fashionable people all over the world, and he succeeded in his quest.
Now, more than 55 years later, the maxi gown is still gracing the ankles of fashionable people and with many frills, twists and embellishments. Since inception, Maxi Stitches has released two collections and set is set release many more.
Maxi Stiches was created in July 2016 and has grown to be the only one of its kind, at least for now, and it is gaining so much attention and patronage on social media and beyond. The ensembles are so unique that the creative director of the brand was nominated for ‘SME 25 under 25 awards’, (an award that celebrates entrepreneurs below the age of 25, who are contributing to Nigeria’s socio economic development).
The new collection themed “The Lárep Collection”, is a word from her ‘Chip dialect’ from Plateau State, used to refer to or praise young ladies.
“The idea of the Lárep collection was birthed after I designed my outfit to the SME 25 under 25 Award, where I was nominated under Fashion category,” said an excited Shuwar, who recently finished the one year mandatory Nation Youth Service programme.
“I wore a three layered ruffle sleeve, high-low wrap dress, which was inspired by my desire to merge simple maxi designs with sophisticated cocktail outfit designs. Judging from the comments I got at the venue and on social media, I’m glad to say the dress turned out to be more beautiful than I imagined,” she added.
Every dress from this collection has a twist to it. Yes, they are all maxi dresses, but not your conventional maxis. These ones present themselves as eye candies with high slits, full ruffle sleeves, high-low wrap dresses and a taste of what is currently in vogue, that is the off shoulder twist.
“It’s been a great experience putting this together, exploring my creative ability, and having it all realised,” Shuwar said.
“My first collection was for both the “youngins and oldies”. This new collection is targeted more at young ladies but can be worn by old women who love to beat their age, hence the name “Làrep”- beautiful young lady.
“The new collection is in fact highly ambitious. It is very ambitious and the exciting thing is that we have several orders rolling in; our customers keep giving great feed backs. The buzz is simply amazing.”
The new collection has more twists to it. High slits, full ruffle sleeves, mono strap, off shoulders, shift dresses and lots more. There are no limits when it comes to colours and fabrics because Maxi Stitches like to explore different colours and fabric patterns.
“However, we like horizontal and vertical fabric patterns for our signature sleeveless maxis and the butterfly dresses,” the creative designer said.
So for this New Year, Maxi Stitches is looking to add a lot more to the clothing line. More collections, more designs, more dresses. In fact there is one more collection on the horizon; Maxi Stitches is working on a collection for pregnant and breast feeding mothers
For the long term, hosting fashion shows is one the many goals this brand is looking to achieve. “Maxi Stitches has been doing very well for a business that is just a little over one year, we have made remarkable sales, we have had patronage from within and outside the country”.
MABEL DIMMA
