Aims: redefine luxury through sustainability 

Market Sector: sustainable luxury fashion and lifestyle sector 

Target Customer: socially and culturally aware individuals  

Competitors: individual designers e.g David Boye-Doe, Marine Serre 

Excitement->Trend‑aware and creative, pushing aesthetic boundaries, maybe experimenting, keeping fresh.

Competence->Delivers quality, is professional, perhaps well‑regarded for expertise or craft.

Sophistication->There is aspirational style, maybe appealing to higher end, but perhaps not exclusively luxury or upper class. So some sophistication in presentation.

Ruggedness->Likely not a major part of the brand. Unless there's a side of durability, rawness, or a less polished “edge”. But seems less central.

~ Caregiver

• Also a platform for social justice and visibility and has collaborations with Amnesty International, Choose Love, and other activist organisations.

• Her British Vogue “Sustainability Trailblazer” feature and Fashion Revolution campaigns solidify her activist role.

Her visual and material world feels organic, textured, and raw.

Natural tones, frayed edges, patchwork. Soft fabrics paired with structured tailoring. Feels worn-in, storied, soulful.

Narrative‑Driven

Everything tells a story — her collections are chapters from lived or collective experience.

Clothes inspired by family archives, oral traditions, Yoruba culture, personal photography. Pieces often reference real people and stories.

Rebellious Yet Grounded

She subverts fashion norms while staying rooted in values.

Use of upcycled deadstock, low-waste processes. Prioritizes substance over spectacle. Challenges mainstream luxury's waste and elitism.

commitment to social change

three pillars - community, craftmanship,culture

designs focus: deconstruction, sustainability, ethical and inclusive ways of designing and manufacturing

Coker has partnered with various institutions and charities to empower communities internationally, including Choose Love, Amnesty International, and The City of Joy.

Emotionally intelligent and caring; rooted in compassion for overlooked communities.

The brand gives voice to the marginalized, often sharing real stories and humanizing narratives that are often erased or tokenized in mainstream fashion

Authentic

True to self, values-driven, unshaped by trends or hype.

Tolu Coker doesn’t chase fashion cycles. Her pieces and message feel intentional, heartfelt, and trustworthy.

Empowered

Bold in voice, self-defined, unapologetic in cultural expression.

Audiences feel a sense of cultural pride, self-worth, and possibility. Especially resonant for Black and diasporic audiences.

Tolu Coker partnered with WeTransfer on a global campaign in 2022. The campaign used her design process (a dress going from sketch to runway) to showcase WeTransfer’s features.

L’Oréal Professionnel
She worked with them on their largest global hair & education show.

Toni&Guy
There’s a Tolu Coker x Toni&Guy collaboration for AW25. The Toni&Guy team created hair looks that complemented her collection, including structured double knot braids, etc.

Virna Pasquinelli
Millinery collaboration (hats) in various shows.

Manolo Blahnik
Special collaboration for shoes in some collections.

Dr. Martens, Swatch, Illy Caffè
Her work has been commissioned by these brands/outle

• Her designs have been worn by well‑known artists like Rita Ora, Rihanna, Demi Lovato, etc.

• More recently, she’s had Naomi Campbell act as muse for her Spring 2026 show, and in a film for that show.

• Also, Doechii wore her at a GRAMMY Museum event