For Sandrah Tubobereni, founder and creative director, Tubo, fashion is not just about clothes, it’s about storytelling, identity, and the unapologetic power of women owning their space.
At the heart of Tubo’s brand lies a mission: to tell African stories, weaving culture, modernity and individuality into every design.
Tubo’s latest global moment, dressing international superstar, Ciara wasn’t a typical celebrity styling coup. It was a cultural dialogue, a meeting point between African heritage and global couture, yet another opportunity to tell that story to a worldwide audience.
The look, inspired by the Iria ceremony, an Ijaw rite of passage celebrating a woman’s strength and becoming, was more than fashion. It was Tubo’s ode to home, a visual love letter to the essence of womanhood. During the Iria ceremony, the maidens typically came out bare-breasted and tattooed in oils, a symbol the designer reimagined through intensive beadwork to recreate the impression of a woman’s form. Every stitch held meaning: the structured bodice echoed resilience, the crystal tones whispered tradition, and the fluid silhouette captured the confidence and sensuality that define the Tubo woman.
Fashion, in its truest form, becomes a bridge where the diversities of our culture find unity and harmony. At first glance, this look bears resemblance to the beaded elegance of Igbo maidens from Eastern Nigeria, revealing how different traditions can mirror one another.
Through design, Tubo reminds us that while our cultural stories are distinct, they often share the same rhythm of grace, identity and womanhood.
Speaking on the inspiration behind the design, Sandrah Tubobereni stated: “Designing for Ciara was simply Divine Alignment. The Iria ceremony represents womanhood, identity and pride, values that sit at the heart of Tubo. I wanted the world to see that our stories, when told authentically, carry the same power and elegance as any couture tradition. That our culture can be couture and our heritage haute!”
From bridal couture to international red carpets, Tubo continues to redefine what it means to wear African luxury, a seamless blend of tradition, innovation and feminine strength.
The Tubo x Ciara moment is a reminder that when African designers tell their stories through fashion, the world listens and remembers.