Iamisigo at Copenhagen: Culture in Motion

At Copenhagen Fashion Week this year, one show stood out not only for the clothes but for the story woven into every thread. Nigerian designer Bubu Ogisi’s label Iamisigo presented her SS26 collection, and it felt less like a runway and more like a cultural ritual.

Credits: Polina, CPHFW

Ogisi has always worked with traditional craft practices from across Africa - hand weaving, textile dyeing, beading - and transformed them into pieces that speak to both the past and the present. Seeing her debut in Copenhagen, after winning the Zalando Visionary Award, was a reminder of how fashion can be a cultural archive. Each garment carried traces of heritage, identity, and community, while still being strikingly contemporary.

Credits: Polina, CPHFW

What makes Iamisigo exciting is not just the visual impact, but the philosophy: fashion is not just about looking good, it’s about remembering where we come from and imagining where we might go. In a global fashion week dominated by commercial trends, Ogisi’s approach shows the power of emerging designers who insist that craft, ritual, and storytelling matter.

Credits: James Cochrane, CPHFW

For us at HAY-HAY, this is what we want to highlight - voices that transform fashion into conversation. Culture in motion, not just clothes in motion.