Ghanaian womenswear label rebrands to Nadrey Laurent [Exclusive]

Ghanaian womenswear brand Totally Ethnik rebrands to Nadrey Laurent, launches beautiful debut collection under new name

Ghanaian womenswear brand Totally Ethnik rebrands to Nadrey Laurent.

The Accra, Ghana based fashion label launched officially in 2013 kicked off the rebrand with a vibrant debut SS'17 collection tagged 'Colors of Earth' telling the brand's "story of evolution"

Inspired to give a stronger identity and a deeper meaning to the successful brand, the brand's creative director and CEO Marie Kipre chose a more personal meaning for the brand's new identity.

She told Pulse; "Nadrey in Bété (a language in Cote D’Ivoire) my dialect means My heart, My love while Laurent is my Father, My Strength and My Pride. Bold, serene and always elegant, my father, “Nadrey Laurent” has become my inspiration".
"Nadrey Laurent is a story of evolution, our inspiration for a new fashion brand, a more personal meaning and a stronger identity. On this new journey, we are propelled to dream bigger, push further, achieve greater. Nadrey Laurent is an invitation to an effortlessly chic yet undeniably refined lifestyle".
The debut 'Colors of Earth' collection for Nadrey Laurent features an electrifying pop of colour and the expert lavish tailoring the brand is synonymous with.

The collection takes on earthy tones like mustard, orange, brown and desert sand in African fabrics including batik and 'faso dan fani' with rich lace, crepe, satin and knit fabrics amongst others

“Colors of the Earth” collection revolutionizes Nadrey Laurent’s mission to create apparels with appealing inspiration that convey Elegance, Luxury and Essence” the creative director Marie Kipre shares about the collection.
"This collection initiates the new journey by showcasing our potential to embrace a more unique personality. It shows the warmth and beauty of our persona through colorful prints, orchid appliqués, sequins and other embellishments" she says as she breaks down the collection for Pulse.