In this piece, guest contributor Deborah Olajuwon highlights The AmDiddy Experience, an immersive runway show that showcases Nigerian heritage and craftsmanship through innovative technology.
The AmDiddy Experience has officially set a new standard in the fashion world, merging the artisanal soul of Nigerian craftsmanship with the forward-looking power of technology. With the theme “Black Excellence: Heritage in Motion,” the show became a celebration of identity, creativity, and cultural pride that transcended the runway. On 14 September 2025, fashion lovers gathered at The Monarch Event Centre , Ikate, to witness what happens when craft, story, and innovation collide.
AmDiddy, the bespoke fashion brand founded by creative designer Samuel Udeji in Lagos, has been steadily crafting garments that are not just fashion but narratives. With six years in operation, focusing originally on menswear, the brand has sourced 60-70% of its fabrics from across Nigeria, showcasing the richness of local craftsmanship and textile artistry.
AmDiddy Experience: A fusion of heritage, innovation, and Nigerian craftsmanship
This show also marked an expansion: the launch of its female wear collection, and the unveiling of accessories such as handbags, fully sourced and crafted within Nigeria. The event sparkled with the presence of distinct personalities, including Stan Nze, Daniel Etim Effiong, Bimbo Ademoye, King Africana, and Charles Born. Each figure brought their unique charisma, style, and influence, reflecting AmDiddy’s vision of seamlessly blending heritage with modernity. Together, they enriched the cultural tableau, transforming the showcase into a vibrant celebration of artistry and identity.
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The AmDiddy Experience was more than a runway; it was an immersive theatre. Artificial intelligence layered digital storytelling onto the garments through 3D glasses, revealing the roots, inspirations, and textures behind each design, transforming each outfit into a journey rather than a display.
The night cast a story on traditional attire, reimagined for a modern stage. The AmDiddy Experience affirmed that Black Excellence is not a concept but a living, breathing movement. One steeped in heritage, amplified by technology, and carried into the future by vision. Its new women’s line has locally crafted accessories showing a commitment to elevating Nigerian artistry.
AmDiddy has positioned itself not just as a fashion brand but as a cultural force shaping how Africa is seen, celebrated, and remembered on the global stage.
Read also: Is Nigerian ready-to-wear truly ready in a fast-growing fashion industry
