Fruche, the celebrated Nigerian fashion brand founded by Frank Aghuno, has unveiled its “Do You Know Who I Am?” 2024 collection.

Fresh from the triumph of being a recipient of a small-business grant by Beyoncé’s BeyGOOD initiative

Fruche continues to make a statement with this powerful new release.

The “Do You Know Who I Am?” 2024 collection BY FRUCHE, tackles the profound subject of identity, a theme that resonates deeply within the bustling streets of Lagos, where egos often collide, and questions of superiority arise.

The phrase, a common retort in Lagos, forms the foundation of the collection, exploring the complexities and challenges of personal and social identity.

In the show notes, Aghuno shares a poignant personal experience that inspired the collection.

He recounts a moment when he was denied visa access despite holding an invitation from the prestigious Brooklyn Museum.

His attempts to reason with the official were futile, highlighting how accomplishments and titles can sometimes overshadow genuine human connections.

The collection seeks to transform the phrase “Do you know who I am?” from a boastful declaration into an inquiry into the essence of recognition.

It encourages a deeper reflection on how we perceive ourselves and others, advocating for a world where our identities are not just defined by our achievements but also by our intrinsic value as individuals.

The pieces in the Fruche 2024 collection are inspired by the brand’s bestsellers but elevated with fresh, innovative designs.

Each garment is a testament to Fruche’s commitment to excellence. The collection features a mix of a monochromatic color pallet, intricate details, and luxurious fabrics.

FRUCHE’S IDENTITY

Winning the BeyGOOD grant has undoubtedly propelled Fruche to new heights.

The grant, part of Beyoncé’s initiative to support small businesses, has provided Fruche with the resources to expand its creative boundaries and reach a broader audience.

This recognition by BeyGOOD is a testament to Fruche’s impact and potential in the fashion industry.

For those following the evolution of Nigerian fashion, the “Do You Know Who I Am?” 2024 collection by Fruche is a must-see.

It is not just a collection of clothing but a narrative woven with the threads of identity, challenge, and introspection.

With each piece, Fruche invites us to reflect on who we are beyond our titles and accomplishments.

check out the looks from the collection below

Photographed by @chuchuojekwe
Grooming by @a.j.i.d.e

Makeup by @the.ajide