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

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.”