Fashion & More with Faith Senam:Totally Ethnik rebrands to ‘Nadrey Laurent’
Rebranding could be frightening and risky task for many brands no matter how big or small they may be.
The idea to rebrand may become the ideal option for companies either because they have seen an opportunity ahead such as new market entry, expansion Â and want to explore or a potential threat they will want to avoid or get out of.
This is mostly done by changing a very significant aspect of the brand image, messaging or an entire brand name, look and feel.
One of the leading fashion brands in Ghana Totally Ethnik has rebranded to Nadrey Laurent. One which is dubbed the story of evolution. Nadrey Laurent is translated in the language of Cote D'Ivoire to mean my heart, my love and Laurent to represent the name and strength of the designer's father.
According to Designer of the brand Marie Kipre, this new journey of a new name was inspired by the need to have a brand that has a personal connection to individuals and consumers.
Since its establishment as Totally Ethnik in the latter part of 2013, the brand has become one of the recognizable brand in the Ghanaian fashion scene.
It has participated in several fashion shows spanning from Glitz Africa Fashion Week 2014 & 2016, Ghana Fashion and Design Week, Mercedes Benz African Fashion Festival, Wedding Radiance Fair and in other countries such as Black Fashion Week in Paris, Ethno Tendance Fashion Show in Brussels, Salon D'ebene Boucle in Paris and Africa Fashion Week International Lagos.
It has also been recognized for major awards in Ghana such as nominations for Glitz Style Awards, Ghana Fashion Awards and won emerging designer of the year award in 2015 at the Afroma Awards.
The brand currently stocks shops in Paris, Geneva, Accra, Lagos, Abidjan, and Kigali with more in the offing.
Totally Ethnik has been spotted on many celebrities, not just in Ghana but abroad on the likes of Boity in South Africa, Omotola, Yemi Alade, Chimamanda Adichie, Bolinto, Toke Makinwaall in Nigeria and the likes of Becca, Efya, Sandra Ankobiah, Joselyn Dumas, Yvonne Okoro, Claudia Lumor, Berla Mundi amongst others.
Colors of the Earth is Nadrey Laurent's debut collection. This collection initiates a new journey the brand is embarking on by showcasing its potential to embrace a more unique personality. "It shows the warmth and beauty of our persona through colorful prints, orchid appliqus, sequins and other embellishments," Marie added.
Colors of the Earth resonates from a background of rich and saturated earthy colors of brown, orange,mustard and desert sand expressed inoriginal African fabrics such as batik, fasodanfani mixed with crepe, lace, satin and knit fabric.
"Colors of the Earth collection revolutionizes Nadrey Laurent's mission to create apparels with appealing inspiration that convey Elegance, Luxury and Essence," says Marie Kipre.
On this new journey, the brand is aimed at pushing further and achieving greater to become a great fashion brand from Africa.
Nadrey Laurent is an invitation to an effortlessly chic yet undeniably refined lifestyle. In the near future, Nadrey Laurent fashion brand aims at becoming a renowned fashion brand from Africa with a great sense of style, quality garments and finesse finishing.
Nadrey Laurent will be showcasing at the Lusaka July Fashion event this July.