I met Arieta backstage at a show. The resources were limited, time was short but her perseverance, passion and dedication as stylist and creative director of the event made it happen.
This woman rose from working on the shop floor of New Look to being in charge of celebrity collaborations eg the famous New Look collaboration with singer Lily Allen at the height of Allen's fame. After years of success as a PR officer at New Look, Arieta moved onwards to River Island, where she was just as industrious, hardworking and determined. Here she worked on the Rihanna x River Island collection and launch. I recall attending the launch, it was such a night.
Whilst bringing great press to these High Street stalwarts, Arieta's services were sought across Africa where she helped pioneer the fashion weeks and presentations in South Africa, Ghana, Nigeria, Gaborone etc. She tirelessly worked to bring the collections of those African based brands to life on catwalk with little or no resources backstage. For these shows she styled the likes of Naomi Campbell, Liya Kebede, Oluchi and much more, striving to garner press exposure for the designers both at home and in the West.
Long before ‘African Fashion’ became a thing, Arieta was trying to show the West these collections ahe represented, styled and consulted for. Working with design giants like Deola Sagoe, Xuly Bet and more, Arieta paved the way for the styled shows we now see on the continent of Africa and contributed to why some of those collections are now in Western showrooms. She knocked down doors, broke glass ceilings and connected many a designer to the West. An example being introducing the great Hilary Alexander to bespoke jewellery designer Anita Quansah.
The number of African countries she visited, the artisans and designers she connected with, the collections she brought to life with her styling prowess is the reason in part why designers like Maki Oh and Kenneth Ize are beloved by Western editors. She had people like Beyoncé wear a Chiachia London piece.
Arieta is a pioneer and is the reason.why the West suddenly took an interest in all things ‘African’. Her work ethic, tireless graft, talent and grit is the reason why collections were shown on runway. Sometimes styling up to 40 collections over two days due to issues like electricity cuts etc.
In a five part series Arieta has tried to tell her story. The first three instagram live sessions have been riveting, moving and extrordinary. The legend needs to write a book on her work and story to date. Follow Arieta at @arietawho on Instagram. Tune in on Thursday 23rd April at 7pm GMT for the next episode of her story.
Kudos to a legend, kudos to a pioneer.