With its blend of artistry, sustainability, and community-driven ethos, Hertunba has gone from being a quiet contender to a roaring force in fashion, proving that with the right vision, the world truly is your runway.
When Nigerian designer Florentina Agu launched Hertunba in 2020, she had a simple mission: to craft women’s wear that radiates power, strength, and elegance while honouring traditional Nigerian textiles and sustainable practices. Fast-forward to the end of 2024, and her vision has become a reality. Hertunba is no longer a quiet contender in the fashion space but a cult favorite, adorning the wardrobes of Nigerian it girls and international influencers alike. It’s the brand everyone is talking about—and wearing.
At the heart of Hertunba’s meteoric rise is its timeless yet striking aesthetic. Every piece is designed for the ambitious, confident woman who seeks sophistication without sacrificing femininity. Florentina’s bold use of akwete—a handwoven textile traditionally crafted by women in Abia State—has become a defining feature of the brand. These fabrics, paired with her signature architectural cuts and elegant tailoring, have set Hertunba apart in a sea of trend-chasing labels. “Hertunba represents the future of Nigerian fashion,” says Ozinna Anumudu, a stockist of the brand on Ozinna.com. “Florentina’s designs are not just beautiful; they tell a story of culture, sustainability, and empowerment.”
Florentina’s passion for fashion began at a young age. By 13, she was taking dressmaking classes, perfecting the craft that would later define her career. However, her real lightbulb moment came in her third year of college, where she discovered the transformative power of clothing. As faculty president, she noticed how donning sharp suits gave her an undeniable edge in meetings and debates. It wasn’t just about looking good—it was about feeling good. That realisation inspired her to build a brand that would offer women worldwide the same confidence she had experienced.
The Hertunba atelier, nestled in the heart of Lagos, is where the magic happens. A visit there is not just about shopping; it’s an experience. Unlike traditional made-to-order practices, clients can walk into the studio and leave with a piece almost instantly, bridging the gap between bespoke fashion and accessibility. This immediacy has been instrumental in converting first-time buyers into loyal advocates.
However, Hertunba’s success story is incomplete without the role of social media. Florentina has mastered the art of branding, using platforms like Instagram to showcase behind-the-scenes moments—be it fabric sourcing, styling sessions, or high-energy photoshoots. This transparency has built an emotional connection with her audience, making them feel part of the brand’s journey. Influencers, both local and international, have also played a significant role in amplifying Hertunba’s reach. From high-profile collaborations to organic endorsements, Hertunba’s pieces are consistently popping up on fashion-forward feeds, cementing their status as wardrobe staples.
Sustainability remains a core tenet of the brand. Florentina is deeply committed to reducing waste, often incorporating recycled and surplus materials into her designs. This eco-conscious ethos doesn’t just make her brand more responsible—it makes it more creative. Hertunba’s standout pieces often feature unexpected details, blending luxury with a touch of rugged ingenuity. It’s a philosophy that resonates deeply with today’s environmentally aware consumers.
In 2025, the designer plans to expand Hertunba’s global presence, introduce more sustainable fabrics, and continue to honour Nigeria’s rich heritage through forward-thinking collaborations. If this past year is any indication, Hertunba is on track to become a true cult favourite—one that gives women everywhere the confidence to command any room they enter.
