Can you share with us a pivotal moment or experience from your childhood that ignited your passion for fashion and design?
I grew up in a family deeply rooted in clothing business. My mother owned a shift clothing store in Nsukka local market, a business I actively assisted with as I grew up. Handling the store ignited my passion for fashion and design from an early age. This ignited a strong interest in me that led me to pursue a degree in Theatre and Film Studies at the University of Nigeria, Nsukka, where I could further explore my love for creative expression through clothing and design.
How has your educational background in Theatre and Film Studies influenced your approach to fashion design, particularly in terms of storytelling and artistic expression?
My background in Theatre and Film Studies has profoundly influenced my approach to fashion design, especially in the realm of artistic expression. The study of theatre and film has instilled in me the significance of narrative communication through visual elements, notably costume design. In the contexts of theatre and film, costumes are pivotal in expressing the personalities, emotions, and stories of characters. This insight has greatly informed my perspective on fashion design, where I view clothing as a vehicle for artistic expression and narrative. Each piece I create is like a character in a play or a scene in a film, conveying a specific mood, message, or story.
Additionally, my education has honed my ability to think creatively and conceptually. I am inspired by a variety of sources, whether they are historical periods, cultural influences, or abstract ideas, and I translate these inspirations into tangible creations. Similar to how a director crafts a vision for a production, I conceptualize collections that evoke distinct feelings or themes, striving to weave a coherent narrative through the medium of fashion.
Overall, my academic journey has provided me with a unique perspective on fashion design, emphasizing the power of clothing as a form of artistic expression and storytelling. This approach allows me to infuse my designs with depth, meaning, and creativity, enhancing the fashion experience not only for myself as the creator but also for those who wear my creations.
Can you share with us the inspiration behind your latest collection? What themes or concepts influenced your designs?
The inspiration behind my creation of The Africhic Collection stems from my fascination with African history and the rich traditions of African royalty. Growing up in Nigeria, I was surrounded by stories and imagery of powerful African kingdoms and royal courts, each characterized by unique cultures, artistry, and regal fashion.
The Africhic Collection showcases a blend of traditional African craftsmanship and innovative design techniques. Rich, vibrant fabrics sourced from different regions across Africa form the foundation of the collection. These fabrics are adorned with bead embellishments and unique prints that pay homage to Africa's diverse cultural heritage. The collection emphasizes the idea of empowerment and pride associated with African royalty. By reinterpreting traditional royal attire into wearable contemporary fashion, I aim to promote cultural appreciation and celebrate Africa's rich legacy of artistry and style. In essence, The Africhic Collection is a tribute to the resilience, creativity, and beauty of African traditions, as seen through the lens of modern fashion. It is my way of sharing the captivating stories and aesthetics of African royalty with the world, while also showcasing the evolving and dynamic nature of African fashion.
Reflecting on your journey in fashion, how has your design aesthetic evolved over the years? What elements from your earlier work can we see reflected in this new collection?
My evolution in design aesthetic over the years is distinctly reflected in The Africhic Collection. Initially, I began my journey with a deep appreciation for traditional African textiles and craftsmanship. This foundation is clearly evident in my earlier works, where I experimented with bold prints, vibrant colors, and patterns rooted in African heritage.
In The Africhic Collection, I beautifully combined elements from my earlier works, such as the use of traditional fabric like Ankara, which are seamlessly integrated into contemporary designs that resonate with global fashion sensibilities. The collection showcases a harmonious blend of heritage and modernity, paying homage to Africa's dierse fashion traditions while appealing to a cosmopolitan audience.
Were there any specific experiences or moments in your life that served as a catalyst for this collection? How did these influence your creative process?
This collection was deeply influenced by a recent trip to the Uwami Kingdom in Cross River State, where I was immersed in the serene beauty of traditional Uwami culture and the striking minimalism of their architecture. The tranquility I experienced there, combined with moments of quiet reflection, sparked the vision for this collection and guided my creative process.
Your designs often blend unique textures and colors. How did you approach the choice of materials and color palette for this collection?
In creating The Africhic collection, I skillfully combined colorful Ankara fabrics, polyester, and innovative materials, selecting a dominant color scheme of yellow, pink, white, and black to reflect the rich culture of Uwami Kingdom. This choice was inspired by the vibrant colors and textures inherent in traditional Uwami art and attire, which are known for their boldness and symbolic significance. The use of Ankara material pays homage to African heritage, while polyester and innovative materials introduce a modern twist, blending tradition with contemporary fashion. This fusion not only showcases the commitment to cultural homage but also reflects the integration of diverse textures and colors to craft a collection that is both innovative and deeply rooted in African history.
In what ways does this collection resonate with your personal style and vision as a designer?
This collection resonates deeply with my personal style, which is rooted in African culture, elegance and versatility. Each piece embodies a sense of effortless sophistication, allowing wearers to express their individuality with understated grace.
What challenges did you encounter while developing this collection, and how did you overcome them?
One of the challenges I encountered was balancing intricate detailing with a minimalist aesthetic. I overcame this by focusing on essential design elements and refining each piece to its purest form, allowing the beauty of the materials and craftsmanship to shine through.
Could you highlight any sustainable or ethical practices incorporated into this collection? How important are these factors in your design process?
Sustainability is integral to my design process. This collection incorporates eco-friendly fabrics, such as organic cotton and recycled materials. I also work closely with local artisans who uphold ethical production practices, ensuring every piece is made with care and consideration for the environment.
What are some key pieces or signature elements in this collection that you are particularly excited about?
I'm particularly excited about the fusion of bold prints, elegant designs, and cultural influences showcased in this collection. It's a celebration of African heritage and craftsmanship reimagined for the modern fashion enthusiast. The innovative use of textile combinations and cultural accents adds depth and authenticity to each piece.
As a creative designer, what trends or shifts in the fashion industry do you foresee, and how do you plan to adapt or innovate in response to them?
I foresee a continued shift towards conscious consumerism and a greater demand for sustainable fashion. I plan to further explore innovative eco-friendly materials and embrace technology to streamline production processes while maintaining the highest standards of craftsmanship and design excellence. Adaptability and sustainability will remain at the forefront of my brand's ethos as we navigate the evolving landscape of the fashion industry.
What do you consider to be the most rewarding aspect of being a fashion designer?
As a fashion designer, I find the most rewarding aspect to be the profound connection between my creations and the individuals who wear them. It's this unique interaction, where art meets personal expression that truly stands out for me. The ability to materialize an idea from a mere concept into a tangible garment that can evoke emotion, confidence, and a sense of identity in someone is incredibly fulfilling. Each piece I design carries a story, an intention, and when it finds its way to someone who resonates with that narrative, the satisfaction is unparalleled.
It's not just about the clothes; it's about the impact they have on people's lives, the way a carefully crafted dress can make someone feel empowered, or how a bespoke design can elevate one's confidence to new heights. Fashion is a powerful medium of expression and being a part of that pushing boundaries, celebrating diversity, and advocating for sustainability makes all the challenges worth it.
Looking ahead, what are your aspirations and goals for the future of Erimma Designs, both creatively and in terms of business growth?
As the CEO of Erimma Designs, my vision for the future is deeply rooted in both innovation and tradition, aiming to redefine the narrative of African fashion on the global stage. Our aspirations and goals are twofold, encompassing both the creative evolution of our designs and the strategic expansion of our business footprint. We are dedicated to crafting a legacy that marries the artistry of African fashion with the demands and responsibilities of the modern world, ensuring that our brand not only thrives creatively and commercially but also contributes meaningfully to the society.
Fashion Designer/Wardrobe Stylist/Business owner: erimmadesigns
Modeling Agency: Ivesmodels @ivesmodels
Photographer: Wiz Promedia @wizpromedia