Behind The Runway: The Collective Vision Behind ‘Roots & Rebirth’ and Aberdeen’s Fashion Revival

Written by Lauren Dickson; edited by Charlotte Lewis

As models paraded down the runway on Halloween night, clad in bold hues, vibrant patterns, and unique craftsmanship, October 31st marked a fashion revival for Aberdeen with the unveiling of a collection titled Roots & Rebirth. The night signalled the emergence of a dynamic, daring, and creative fashion chapter for the often creatively overlooked granite city. Nigerian-born designer Joy Kelikume Oziomaaka, the visionary behind the London Fashion Week success Kelikume Fashion and Styling, aims to bring the concept of a Fashion Week to Scotland and open opportunities for young people pursuing careers in the fashion industry—preventing them from taking their talents elsewhere.

The brand was founded by Kelly (as she is affectionately known) two years ago after working for 15 years at Chevron. Her pivot from the energy sector to fashion stemmed from a personal love for the industry, describing fashion as “the only language I enjoy speaking.”

Image - Nicole Buchan

In an exclusive pre-show interview, she explored her upbringing and what inspired her to bring her captivating brand to Scotland. “The journey started with me having a deep passion for both fashion and my African heritage, which are two things that have always lived in my heart.” She continued by discussing how her home country influences her signature style: “Nigeria is surrounded by rich colour, texture, and traditional craftsmanship. The craftsmanship gives you this feeling of bespoke design, luxury, and uniqueness. You can create something that isn’t readily available, which is what I have done with my brand.”

She also highlighted the importance of hosting her show in October for Black History Month. “October is the month where Black history is highly celebrated, as is Black resilience, and this was the perfect time to display my collection, Roots & Rebirth, which echoes exactly this.”

Now onto the show itself—and the reason people flocked to the Norwood Hotel by the hundreds: the fashion.

Image Eva Crawshaw

The event was energetic and bustling, with guests draped in their finest garments, resulting in a rainbow of colourful silks and satins and an eye-catching pool of attendees. The show was structured into four parts, or ‘Acts,’ each with its own Pantones and spirit. Together, they formed a dialogue between past and present, heritage and innovation.

Act 1: Rebirth featured cherry red and amber hues, vibrant metallic sheens, and wide, dramatic silhouettes.

Act 2: Heritage centred on mahogany and earth tones, drawing inspiration from natural elements. A personal favourite was a floor-length straw cloak that emitted an almost godly aura.

Act 3: Identity was chic and refined, showcasing black tailoring embellished with colourful illustrations and designs. One standout piece was a delicately embroidered depiction of an African woman holding both her child and a water jug on a sophisticatedly tailored black gown.

Act 4: Celebration, true to its name, glimmered with golden tones and regal silhouettes. The final act culminated in a parade of all the models, allowing the audience to see both the distinctions and the threads connecting each act.

Image - Press and Journal

The show not only celebrated the deep cultural roots behind Kelikume’s designs but also served as a platform for young Black musicians. Breaks between acts featured local talent across multiple genres, including singers Aitee, Ebuu Kannary, and AY Bangz.

Curious about her experience entering the UK market, I asked Kelly whether she found it challenging to bring her brand and cultural design into a new landscape. “By using Nigerian fabrics, which are well made by African women, I am able to bring something of value to a market often overrun by cheaper fabrics. I’ve used these fabrics to create my take on Western design—styles for the red carpet, parties, even the office—as well as to bring a bit of Nigerian culture into the UK.”

The show was held in partnership with Robert Gordon University and largely organised by alumna Flossy Jarvis, the Fashion Events Coordinator and a recent RGU graduate. In an interview with Flossy, she spoke about the process of hosting an event of this calibre and shared insight into its behind-the-scenes creation.

“Our main goal in organising the fashion show was to bring attention to Kelikume Fashion & Styling and to shine a spotlight on Aberdeen’s creative community. Aberdeen has a relatively small creative industry, so the event was an opportunity to generate excitement and engagement among local creatives while showcasing our brand’s vision. It being Black History Month was just the cherry on top as the timing aligned with our values and what we stand for at Kelikume.”

Press and Journal

“I led and coordinated the entirety of backstage—making sure we were on time, that models were happy in their looks, catching up with volunteers, and directing them as they arrived. It was so exciting knowing the whole show was really riding on me being calm and keeping it together.” She reflected further on the intensity of the show day: “The day held a lot of responsibility and pressure. We had a few rehearsals and then the models were straight into hair, makeup, and final dressing.”

Flossy emphasised how important it was for her to reach out to fellow graduates and students to give them valuable opportunities. “I contacted RGU and NESCOL as I was super keen to give opportunities to students wanting experience in the fashion industry, and I got an excellent response!” The show recruited almost 50 volunteers—largely students—from stylists and models to photographers, content creators, journalists, and public relations support.

She also returned to the heart of the show, saying, “For the models, we focused on diversity and representation—we wanted real people who reflected individuality and embodied confidence.”

Overall, the show was a huge success, just as Kelly had envisioned. It has sparked a new wave of creativity among Aberdeen’s young people, giving them a platform within their own city to explore and grow their passions.

Image Nicole Buchan