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"For spring, though, Tolu decided to buck expectations—or, perhaps, flip the script—and present by way of a film screening. Her reasoning was that this season marked something of a tipping point in the trajectory of her namesake brand. “This is about really trying to hone in on our messaging and the values that we want to celebrate,” she said at a preview ahead of the show, with that desire especially understandable since Coker recently found herself in Paris as a finalist for this year’s LVMH Prize." - Vogue

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tangible element- use of bright clothing and high-key lighting suggests well crafted, high end items

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Their Instagram shows off the range of projects they've work on, from vouge to Tyla at the 2025 Met gala

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Named after the designer’s mother, Tolu Coker’s SS25 collection ‘Olapeju’ celebrates the wealth of heritage, cultural capital, and craftsmanship inherent in British-Nigerian identities and immigrant communities.

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-> creativity and uniqueness: customers are consistently impressed by the originality of her designs. "finding them fun, intriguing, and a breath of fresh air compared to other fashion trends"

-> cultural significance: appreciation in the way Coker weaves her Nigerian heritage and black disapora culture into her work.

-> sustainability: the use of repurposed materials, deadstock fabrics and conscious development of jacquards is a significant positive aspect for many

-> storytelling and emotion: feeling a strong connection to the stories and memories embedded in her garments due to Coker's ability to imbue her collections with narrative and personal meaning resonating deeply with her audience

-> quality craftsmanship: the "quality tailoring" and intricate details, such as layered silhouettes and consciously developed jacquards, are frequently mentioned as hallmarks of her work

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Tolu Coker Brand Archetype

Outlaw: In the luxury space Talu Coker exists as an outlaw. Her own website stakes Coker, “proposes a distinct notion of reformative luxury fashion”. She does through her focus on community, craftsmanship & culture.

She could also exist as a Hero. As she centres herself as a leader of social change. Do her customers see themselves that way through association?

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intangible element - when looking at looks from this collection, customers and observers feel inspired and deeply moved by Tolu Coker's pieces, appreciating the brand's storytelling, cultural richness, and innovative approach to sustainable fashion, which fosters a sense of community, connection, and joy.

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Values: TC has values rooted in British Nigerian culture and reflects through her use of bright colours and patterns that would of been used in the 1960s/70s.

She designs her clothes to be bold, colourful and stand out, experimenting with unconventional patterns and traditional Nigerian clothes that may often be underrepresented in the world of fashion.

Customers who seek authenticity, representation and to be apart of something culturally significant will take pride in being involved with Tolu Corker and her mission to reimagine her heritage.

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2025 LVMH Grand Prize Finalist

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The LVMH Prize has announced the eight finalists for its 2025 edition. The finals will take place on 3 September.

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This season, sustainability continues to take centre stage. Upcycled and deadstock leathers, reclaimed satins with bold 70s-inspired prints, and the brand’s signature upcycled denim houndstooth jacquards, now washed in soft spring pastels, bring a rich textural palette.

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Coker primarily works with deadstock material, sourced from global deadstock wholesale warehouses.

Coker also sources artisanal fabric and custom handcrafted materials from Ghana and Nigeria, where she has family ties.

“Often brands just talk about sustainable fashion from the environmental point of view, but it’s also about the stories we’re amplifying and the equity we’re building. A lot of the regions that are celebrated for their craft and skill don’t equitably profit from it,”

"We try to work backwards: if we have to sell at a particular price, how do we design pieces that deliver some benefit to our supply chain? For us, it’s about trying to keep things as simple and local as possible.”

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A growing number of designers are putting sustainability into practice, from supporting artisanal production to upcycling deadstock materials. Here are the ones to watch.