She passes it on.
Raised to be her very own blueprint — by a mother with the instincts of a tiger and the guidelines of a professor.
Join the IE CircleIt began with a birthday wish.
For her birthday, my daughter asked for the Ruby Pants. We made them for her first — and the joy it brought me is the reason this collection exists.
We had paused our kids pieces for a while. The truth is, the children we were dressing had changed on us. They no longer wanted what we wanted to put them in. They have their own style now — no longer the typical princess dress. They want to look cool.
For her to choose Imad Eduso to look cool in — as a mum to a 7-year-old, that means everything. If you know, you know.
So we designed her a matching top. We named it the Aj Top, after her. The brand carries my mother’s name. The comeback carries my daughter’s. She passes it on.
The Ruby Pants. A worldwide best-seller.
First released in 2019. Brought back by demand in 2024 — and it rose straight to the top again. The ruffle-hem silhouette that became unmistakably Imad Eduso.
Chosen and worn by Tamu McPherson, Blair Eadie, Achieng Agutu, Thalia of Polychrome and the women of the IE Circle. The Ruby is an original Imad Eduso design — designed in Lagos, made in Nigeria, and now made for her too.
The pieces you loved — now for her too.
Oyin Party Dress
The lime statement dress — reimagined for her, to be worn together. £105.
Adunni Sequin Skort
The oversized paillette sequin drama — scaled into a skort with hidden shorts. Set £215, IE Circle £199.
A few pieces worth keeping for her.
Every childhood has a handful of monumental pieces — kept not because they still fit, but because of what they hold. Made to be worn now, then passed on.
Dress together. Her own way.
IE Kids pieces echo the adult line without mirroring it — so she discovers her own identity within the family’s story. Not a smaller version of anyone. Herself, becoming.
Shop the matching sets and arrive together. Save 7.5% when you buy the mother and daughter pieces as a set.
“A name is not just what you are called. It is the promise you make before you’ve said a single word.”
Join the IE Circle
Join the IE Circle.
IE Circle members shop first — early access opens 27 May, a full day before everyone else. Sign up to see her arrive.