Hertunba’s latest collection, JOY, is not just about fashion—it’s a thoughtful reflection on what it means to be a woman navigating the complexities of life in Nigeria today. Created with intention and clarity, the collection captures the quiet strength of women who continue to create, nurture, and persevere despite the pressure of daily challenges.
Designed by Creative Director Florentina Agu, JOY is rooted in the experiences of Nigerian women—teachers, mothers, traders, and creatives—who remain visible, vibrant, and dignified in a society that often takes their contributions for granted. The collection doesn’t idealise struggle; it honours the grace with which many carry it.
Crafted with handwoven Akwete and shimmering Aso Oke, the garments represent the merging of heritage and contemporary design. Bold colours—tangerine, fuchsia, and fresh greens—signal energy and presence, while silhouettes balance structure and ease, giving form to both softness and strength. These are pieces made to move, work, and endure—much like the women they celebrate.
What sets JOY apart is its clarity of purpose. It’s fashion that acknowledges reality without being defined by it. The pieces are designed sustainably, using upcycled materials and indigenous weaving techniques, aligning with the brand’s broader mission to merge luxury with responsibility.
The name Hertunba—derived from “Her” and the Yoruba title “Otunba”—signals feminine authority and intention. And with this collection, the brand leans into that identity with conviction. JOY is not positioned as fleeting happiness but as a deliberate, daily choice to be present, expressive, and resilient.
At a time when the pressure to constantly appear put together weighs heavily on many, Hertunba offers something different: garments that allow space to breathe and designs that feel grounded in something real. This is fashion as acknowledgement—not escape.
