For Mrs Chiazo Louis, founder and CEO of iconic fashion house, Loui Chee, fashion designing is not only a career path she has chosen, it’s also ingrained in her body and soul.
Chiazo, a wife and mother of two lovely boys, and Mass Communication graduate of National Open University of Nigeria, had made up her mind to become a fashion designer right from childhood. In fact, her interest in the business was triggered 24 years ago when she was just eight.
“I became interested in fashion design as far back as 2000 when I was eight. I learnt sewing from my mom; I always get fascinated watching my mom design clothes. During season and peak periods when my mom had to sew till late at night, I would stay up with her and watch her sew. It’s either I’m giving her beads or putting thread in the needle or helping her hold the light or just watching her sew,” she said with glint of excitement in her eyes.
However, as a secondary school student, Chiazo took a step further by engaging in beading, knitting and hairdressing, thus enhancing her creativity. But then, in as much as she would love to explore and perfect other skills, sewing became the main thing for her and so she decided to stick with it.
Today, her female only fashion brand has become a pacesetter in the industry. And since 2017 that it was officially launched, Loui Chee has designed up to 5,000 clothes for clients within and outside Nigeria.
“I think the main reason why I specialise in making only women attires is that my mom also specialised in women only attires. I got used to and enjoyed making clothes for female, so I stuck to it,” the fashionista stated.
Chiazo defined fashion and style as creative self-expression, and a way of communicating individuality through clothing. According to her, fashion reflects societal trends and cultures, as style involves curating fashion elements into a cohesive, visually appealing look while reflecting personal taste and developing a distinctive sartorial identity.
The fashionpreneur draws inspiration from Nigeria’s diverse ethnic groups’ traditional textiles like Aso-oke and Adire with intricate patterns and vibrant hues. She also incorporates beadwork from Igbo and Yoruba cultures into modern designs.
“I also derive my vibrant street styles by blending tradition with contemporary elements, especially in cities like Lagos that offers constant inspiration for exploring new directions. I am further inspired by Nigerian designers who have successfully fused national aesthetics with modernity by celebrating Nigerian identity globally,” she noted.
For mentorship, Chiazo admires international designers like Riccardo Tisci, Clare Waight Keller and Sarah Burton for their outstanding creativity. As a designer, she strikes a balance between uniqueness and commercial appeal by establishing a distinct brand identity that resonates with a specific target audience.
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