In a bid to navigate Nigeria's tough economic climate, a leading creative has called on women in the fashion industry to harness innovation and digital tools. Creative designer and writer, Oyefeso Ejimoh, delivered this charge during a recent press briefing, offering a roadmap for sustainability and growth.
Building a Brand with Local Resources and Digital Tools
Oyefeso Ejimoh emphasised that the journey should begin with available resources. She advised designers to utilise local materials to craft a distinct brand identity that stands out. Beyond materials, she underscored the critical role of technology in today's fashion landscape.
"Technology is your friend," Ejimoh stated. "Use social media to push your work out there; you never know who is watching." She pointed out that digital platforms are essential for visibility and reach in the modern market.
To manage costs and spark creativity, she encouraged forming collaborations among creatives. According to her, consistency is the fundamental driver for long-term success in the business. "Keep learning and don't lose confidence," she added. "Nigerian women are already breaking boundaries; there's space for more to make an impact."
Reinterpreting Heritage for the Modern World
Ejimoh, who blends fashion design with writing and community work, described her craft as a modern dialogue with African culture. Her goal is not to copy tradition but to reinterpret it for contemporary audiences.
"I see my work as a conversation between heritage and modern design," she explained. "I love taking elements of African culture, textiles, symbols, craftsmanship and giving them a fresh meaning. I make sure I understand what each element represents so that even when I modernise it, it remains authentic."
The Power of Community and Reflective Practice
Ejimoh, who is currently a member of four professional fashion associations, highlighted the value of such networks. These groups keep her updated on industry trends, sustainable practices, and new techniques.
"These associations expose me to trends, sustainability ideas and new techniques," she said. "I've met people I would never have connected with on my own, and through those networks, I've had opportunities to collaborate and also mentor others."
Furthermore, her passion for writing about fashion, creativity, culture, and entrepreneurship shapes her design philosophy. "Writing forces me to slow down and reflect," she noted. "It helps me explain my ideas clearly and understand what drives my designs." This reflective practice, she suggests, is a powerful tool for any creative entrepreneur seeking clarity and innovation in a challenging economy.
