Olateju Wemimo Elizabeth a graduate of Soil and Land Resources Management from Obafemi Awolowo University, Ile-Ife, Osun State, is a fashion designer, who is popularly known for her professionalism in delivering unisex fashion wear in Ibadan and other states.She runs a fashion brand called ‘Elailabel.’ In this interview by ONOME OMATSOLA, she speaks about her foray into fashion designing and her view about how westernisation has influenced the African fashion culture.
YOU studied Soil and Land Resources Management and you are presently a fashion designer, How did you become a fashion designer?
Well, it all started after my part 1 sessional break in 2015. I was home alone then doing nothing and I just needed to get myself busy with something. I had the thought of learning either hairdressing or tailoring and told my mum about it. After we rubbed minds together, we reached the consensus that I should go for tailoring. Then, I actually had the intention of learning tailoring just to sew for myself and my mum.
So, how did it become something you now do to earn a living?
The break was for two months then, I made the decision after a month into the break, so I spent a month at my boss’s place. After the break, I went back to school. I wasn’t able to further the training till after the next break, so it went on like that till I got to part 3. Luckily for me then, OAU went on strike. Something kept telling me that I had to do more, so during the strike, Iwent to school and I went to enroll for a proper training in fashion designing. Since then, fashion designing has become part of me. Let me just say a craving for excellence spurred me to learn further and made me to leave the motive of sewing for myself and my mum then.
What are the challenges you have faced so far in the fashion industry?
I think the major challenge I faced back in school then was time. Sewing takes a whole lot of time. Another thing was that pursuing academics excellence while building the brand wasn’t easy. I had to put a lot of efforts to make things work out, both in my academic and in building my fashion brand. Another challenge I faced was lack of fund too, there wasn’t enough money to put my plans into action then. I had a lot of plans for the brand then, some of which were sewing expensive clothes to be worn by modelswho have nice shapes to create awareness about the brand and also for promoting it. I also wanted to organise a fashion show where people would come together to learn about fashion and also see my models show the world what I can make with my hands. Well, to the glory of God I was able to achieve some of the plans which have helped build the brand to what it is today. To talk of another challenge, as a lady who makes men’s attire, it wasn’t easy to convince some guys to believe in me. They believe their outfits would be best sewn by a man like themselves.I am glad I didn’t disappoint the ones who trusted me and that has brought more referrals from them. The last challenge I would love to talk about has to do with pricing. Some clients are not ready to pay for your services, that can be really annoying but then, in all, it was worth it.
Despite these challenges what has kept you moving?
Like I said before, the craving for excellence has kept me going. I have always been fascinated by creativity and the world of imagination, especially the way ideas and experience get spun on fabric and lead to dreamy cuts and patterns excite me as I can help people meet one of the basic needs of humanity, which is clothing in a fascinating and exciting way while earning my own cash. You know money is a great motivation too.
How has your experience been in the fashion industry so far?
It’s been awesome, I mean, it’s amazing when you help people sew and they love it, it puts a smile on their faces and more importantly, when the clothes fit perfectly on them and makes them stand out. Nothing interests a fashion designer more than nice comments from your customers and referrals, it has been amazing having fashion designers one can look up to. Some of them see it as their responsibility to help others to reach their peak, they basically take it upon themselves to see that you are as successful as they are. In summary, my experience has been great.
It has been found out that Africans have embraced westernisation and it has a lot of influence on our culture, including theirfashion sense in terms of our dressing. What can you say about this?
Well, you are right about this. Africans have greatly embraced westernisation. Westernisation has a tremendous effect on the African culture, both positively and negatively. Western culture is more tolerant or let me just say it is a bit indifferent about indecent dressing, Africans have instilled that culture into their way of life. Although westernisation is very important in this age as it will help us to relate with other citizen of the world, it has really helped us to evolve.
How has westernisation affected our dress sense as Africans negatively?
The Western culture does not frown at indecent dressing, which is a growing trend now in Nigeria that is almost becoming a norm in the way many Nigerians dress, although many people will say to dress decent is a choice.
Nevertheless, Nigerians have always been receptors of anything that seem to be trending, even though not all have adapted to the indecent mode of the Western dressing, but I can say there is a smooth blend of Western dressing into our fashion sense.
Would you prefer we stick to the western culture or should we go back to our African style of fashion?
I prefer African traditional dresses with an infusion of of modern style which is not necessarily western. Over the centuries, daily dressing requirements have evolved. Before, what most people needed for work was akin to a factory worker’s overall – clothing gear needed for farming, hunting, fishing, ironsmithing and more intricately sewn pieces were specially reserved, most times for play, fun, festivities and more. But now that the nature of work has evolved, our traditional African attire should meet with this needs. Clothes for work aren’t just for farm lands now, but they are occasions where you need to impress with your attire, and come across as someone that is respected, a fulcrum of our culture, and one which is often accorded based on how you appear. Also, our culture is being sabotaged, although westernisation is needful to help us blend to be better ‘citizens of the world in this era. We just need to focus more on improving our culture, we can work on spicing our cultural wear up during the week instead of restricting it to Fridays.
Has that affected you in any way as a fashion designer ?
Let me digress from the cultural aspect a bit. Westernisation has helped a lot with mechanisation in fashion designing and this has improved our output, relived us of stress.
Is fashion designing just a means to an end for you or there is more to it?
It’s not just a means to an end for me. You know I was taught in school about the three basic needs of man, i.e food, shelter and clothing. Doing this business, I have been able to help people meet one of the basic needs of humanity,clothing in fascinating and exciting ways. And contributing to our economic growth.
Is there an any advice you would love to give to the coming generation who would love to become a successful fashion designers like you?
I will like to say that life won’t give you what you want but what you demand from it. You might have different reasons entirely to become a fashion designer but irrespective of what your reasons are, the only key to achieving your heart’s desire and making your dream come true is persistency. It’s too early to give up on your dreams, see every challenge you are facing now, not as a stumbling block, but a stepping stone to your place of destiny. There is joy in being responsible and highly independent and greater joy in being a source of motivation and inspiration to many. You don’t know those who are looking up to you and because of them you can’t give up. If I can be who I am today, then you can be much more successful.
and then