Am Diddy to showcase unique fashion experience on runway

Am Diddy will display the beauty, tell the story of the Nigerian fashion industry before movers and shakers, policymakers, fashion icons, enthusiasts, international communities, and others in a well-curated runway bid for September 14, 2025.

In a Black Excellent manner, Am Diddy will infuse technology into pieces, displaying craftiness and an unforgettable experience.

AmDiddy LTD, a bespoke Fashion Design company with headquarters in Lagos, started its operation about six years ago with men’s clothing, until September 2025 when it’s launching a female clothing line.

Speaking with The Guardian ahead of the event slated for the Monarch, Lekki, Lagos, CEO and Creative Director, Am Diddy, Samuel Udeji, said the brand is trying to tell a story in a very unique way, on a runway, like it has never been done in Nigeria.
“The day is carefully crafted, where we show the world that Nigeria is blessed in terms of craft. The fashion world is experiencing an explosion, and Nigeria is in the forefront of this growth.

“Am Diddy is a family brand; my wife is the AM and my pet name is Diddy. I embark on projects, done everything to ensure that it has a proper and positive legacy. This journey is not about making money, but leaving a strong legacy. I want my kids to grow up and see that I’ve left a legacy for them to follow. They know that they cannot go below, that Am Diddy is rooted in craft, a clothing brand championing the Nigerian textile industry. What has gotten us this far is pure, being genuine, consistent, and being uniquely real.

The theme is, it’s called the Experience. The theme is The Experience. We’re trying to bring technology into play. We are going to bring in Artificial Intelligence (AI) to ensure that the audience and fashion lovers understand the story, not just the look. So you have an idea, you have access to understand where the idea, conception started from, and the history, the fabric, texture, the color tone, everything is intentional.

“The theme for the show is Black Excellence. Africa is the greatest continent in the world, and Nigeria is in the forefront of that. I’m a proud Nigerian. 60 to 70% of the fabric we use for production are made in Nigeria. We are going to launch our own handbag and the leather is sourced in Kano. We get our fabrics from Asaba, Delta State, Anambra State, Abeokuta, Ogun State, and Ibadan, Oyo State, then putting craft into it and turning it to what is called clothing, so that the whole world can experience what Nigeria is made of.

On why he decided to start making for women years after its launch, he said: “This came as a result of consistent pressure from women who have seen their husbands dressed simple, smart and classy so, they begin to ask why we can’t do the same for the women.

“I want the Am Diddy brand to be a world household name. I want to control 40 per cent of the market in Nigeria, every house having the Am Diddy piece. An Am Diddy man is not just a fashion man but a trendsetter. Every of our piece has a story attached to it and that is why we are bringing technology to the runway.”

On her part, Co-Founder, Am Diddy, Esther Udeji, said: “It’s exciting that female clothing is added to the line. My husband has something new to wear every Sunday when we are going to church and I had to wear the ones I have so, I had to convince him to come up with something for the women.

I am part of the pressure.
“Am Diddy is unique in terms of creativity. We are not copying and pasting. People reached to us a lot of times that they want to make an outfit from a similar brand but we do turn them down and ask them to go through our page and choose any style they like. There is a thought process around the fabric choice from any clothing from us.”