Photo: Instagram.com/yemialade
Yemi Alade is the newest celebrity brand ambassador for Hollantex, the manufacturer of the famous African prints fabric (a.k.a Wax fabric or Ankara). The Afropop singer made the announcement this afternoon to her 15.6 million followers on Instagram.
“NEW YEAR ! NEW ANNOUNCEMENTS 🔥,” she wrote to announce her new partnership. “I am proud to Announce that I have joined the @hollantex_official family as their Brand Ambassador,” Yemi continued adding that she’s going to bring in her creativity as the brand’s ambassador. “I will bring my personal touch and creativity to the Hollantex world, and I can’t wait for you to see what HOLLANTEX ; the Ankara fabric brand and I have planned for you.”
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In the accompanying series of photos, the singer sported different Ankara looks — from a flowy mini number, sleeveless tiered dress to a strapless jumpsuit with a matching head-tie.
She went further to describe the fabric as ‘tremendously powerful.’ “Wax fashion is more than simply wearing Ankara clothing, it’s a way to celebrate individualism and self-expression, which is tremendously powerful.
Hollantex also shared a photo of the singer on its own Instagram page. “Hollantex names @yemialade as brand ambassador. Yemi Alade is paving the way for the next generation of Hollantex women, bringing confidence and positivity to all she does,” the caption reads.
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Having dubbed herself ‘Mama Africa’ in her second studio album in 2016, it’s no doubt Yemi Alade made quite the best choice for her new role. She’s also no stranger when it comes to showcasing African prints throughout her visual albums, just like she did in her ‘True Love’ Music Video which was released in September 2020.
