House of Iveshead established in 2017 by Beatrice Omere, has rapidly gained recognition in the fashion world for its unique approach to Ankara fabric. By focusing on ready-to-wear pieces, they have made traditional African prints more accessible to a broader audience. The brand’s emphasis on plus-size clothing is particularly commendable, addressing a significant market gap and promoting body positivity.

Launched in 2023, the SHIFT Dress collection features eight knee-length dresses. This collection stands out for its creative concept, naming each dress after popular Nigerian greetings, thereby infusing cultural and conversational elements into its fashion pieces.

The design of the SHIFT Dress collection is simple yet elegant. Using Ankara fabric, known for its vibrant patterns and colours, House of Iveshead has managed to create dresses that are eye-catching and fashionable. The knee-length cut offers a flattering look while ensuring modesty. The consistency in length across the collection maintains a cohesive theme, while each dress’s unique print and name add individuality.

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A significant strength of House of Iveshead is its focus on size inclusivity, offering sizes from XS to 3XL. This ensures a diverse range of body types can enjoy their designs, promoting body positivity and representation within the fashion industry. However, it’s crucial for the brand to maintain consistent fit and comfort across all sizes to ensure every customer experiences the same level of quality and style.

Naming the dresses after popular Nigerian greetings is a strategic move that adds depth to the collection. It not only highlights the brand’s cultural roots but also creates a sense of connection for the wearer. This approach can spark conversations and promote Nigerian culture on a global stage, aligning with the brand’s identity and values.

Positioned as a mid-range fashion brand, House of Iveshead aims to be accessible to a broad audience. The pricing of the SHIFT collection is competitive, reflecting the quality of fabric and uniqueness of designs. To maintain its market position, the brand must ensure the quality of its garments justifies the price point. Additionally, while maintaining a cohesive theme is essential, diversifying dress lengths and styles could cater to varying customer preferences.

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Since its inception in 2017, House of Iveshead has made a significant impact on the fashion industry. The SHIFT Dress collection exemplifies the brand’s strengths in design, cultural representation, and inclusivity. While there are areas for improvement, such as expanding the size range and introducing more varied designs, the brand is well-positioned to continue growing and succeeding.

See the SHIFT Dress collection below: