MAISON ÀLU’LLA: The Heritage of Fashion
Fashion. Heritage. Womanhood.
Maison Àlu'lla is our first client—the partnership that began Cohedom's journey back in 2021. Born from the creative vision of Lu Adesola, Àlu'lla evolved from Lulla Studio to Lulla House before standing fully formed as Maison Àlu'lla: a home where femininity, heritage, and artistry are woven into one.
In just four years, Maison Àlu'lla has grown beyond borders with a presence in Lagos, London, Paris, Canada, and New York. The brand has been featured in Vogue, GQ, and Harper's Bazaar Italia, with pieces worn by Arsema Thomas of Bridgerton, Naturi Naughton, and on stage by Davido at the O2 Arena. Maison Àlu'lla continues to weave together legacy and modernity, creating garments that are meant to be worn, remembered, and passed on.
Now five years into the journey, the brand needed an identity that adequately reflected its evolution and its core understanding of the intergenerational woman and the neo-traditional woman. The challenge was not to build a brand, it was to shape a legacy that could bridge ancestral craftsmanship and contemporary desire, making heritage modern again and femininity both soft and sovereign.
We began with a strategic foundation rooted in intergenerational sustainability fashion not just as design, but as pieces passed down from Mothers to Daughters, Sisters to Cousins, Aunties to Nieces, through with intentional care and devotion. Our approach involved reimagining Maison Àlu'lla through cultural storytelling, conscious luxury, and feminine identity, creating a coherent universe: the Alù’llaverse. With this Àlu'lla is positioned as "Heritage in Motion"a living dialogue between past and future, where every garment is a story passed from one woman to the next.
We developed a complete visual identity system: a muted palette of blush, terracotta, and silver; refined typography anchored in Helvetica Now and Blosta Script, timeless yet distinctly African in soul. The brand voice is crafted to be warm, wise, and reverent, speaking not to consumers but to kindred women across generations and geographies. Àlu'lla is positioned not as an African fashion brand but as an African luxury philosophy, a school of thought around elegance, care, and continuity.
For the Year 5 relaunch, we brought the Alù’llaverse to life through a series of strategic experiences. We kicked off with the MERCI dinner served as the emotional anchor of the relaunch. Guests received Barbie dolls dressed in Maison Àlu'lla pieces from past collections, an ode to the inner woman and an honor of how, just like the modern Barbie, womanhood comes in many shapes, sizes, forms, and expressions. This gift embodied the brand's philosophy: that girlhood and womanhood exist on a continuum, both sacred, both celebrated.
Then we unveiled the MADAMÉ collection at Lagos Fashion Week 2025, establishing Maison Àlu'lla's presence on the continent's most significant fashion stage. The brand received invitations to showcase at the Industrie Africa trunk show and Route 25.55 in Dubai, expanding its reach within key cultural networks and international markets. The Resort Wear Presentation "Angels by the Coast" sponsored by Fast Credit was an intimate gathering of Friends of the House to showcase the Brands unreleased collection while build strong emotional ties to it’s community.
Maison Àlu'lla has evolved from a into a recognized fashion house from Lagos to Paris, London to New York, and now Dubai. The Year 5 relaunch solidified the brand's position as a house of heritage that dresses women not only in fabric, but in history.
The MADAMÉ collection at Lagos Fashion Week 2025 positioned Àlu'lla as a thought leader in African luxury, while invitations to Industrie Africa and Route 25.55 in Dubai validated the brand's international appeal and market readiness.
Through strategic storytelling and experiential design, Maison Àlu'lla has built not just visibility, but veneration. The brand operates as a living archive of womanhood, proving that fashion rooted in heritage and designed with intention can command global attention while remaining unmistakably African in soul.
This partnership has engaged all three service pathways continuously: Foundation work has clarified brand evolution and strategic positioning at each growth stage, Identity work has delivered complete visual systems and narrative frameworks, and Connection work has built the experiential strategy and cultural activations. We have provided brand architecture, strategic storytelling, visual identity, creative direction, and the curation of experiences that translate fashion into cultural memory.
