Ejiro Amos Tafari is one of the fastest growing brands in
the Nigerian fashion world having stormed the fashion industry after emerging
the best student from the Arts and Garment Technology Department of Yaba
College of Technology in 2009. A close encounter with the young designer throws
a glimpse into her brilliance and passion to make a mark in the dynamic
Nigerian fashion industry
. In this interview with Kehinde Falode, she speaks about her career and foray into the
fashion world
AFTER the FADAN
award, have you been busier than usual?
Yes definitely. The brand has grown bigger and stronger, we
have done a couple of international fashion shows - Arise Magazine fashion
week, and Origin Africa in Mauritius increased our reach to clientele.
When did you decide
that you wanted to be a designer?
I like to think it was predestined because even though I was
a bright science student in secondary school, I went on an excursion that
changed my career path. My Clothing and Textile class went on an excursion to
Yabatech School of Arts and Fashion section.
A chord was struck in me that day, I knew from that day that
I wanted to be a fashion designer
What did your
classmates think when they saw your designs and original creations?
Oh! They loved them, and often commented on how creative and
talented I was.
They spurred me on in my quest and solidified the belief I
had in myself, because at that time, my decision to study fashion wasn't well
received on the home front.
My classmates used to look forward to the handmade things I
gave them as birthday presents - they thought they were cool.
How do you put your
chosen colours together?
I think about it and try to see it in my mind's eye. If it
works, then fantastic, I will proceed. If it doesn't, I will change it around
and try again.
When you create
something, what goes on in your mind?
A lot of things race through my mind and a lot of factors
contribute.
For example, is it
aesthetically pleasing, balanced, where it will be worn to, what purpose will
it serve, how will the wearer feel, etc?
You serve a wide
range of colours and designs; when a woman is looking for something suitable to
wear, how would she choose the outfit most suitable for her?
First of all, the person's style or persona is considered -
so the person feels comfortable and not like fish out of water; the body shape
and size, then the occasion, so that whatever is chosen is appropriate.
How do you intend a
woman to feel when wearing ejiroamostafiri-labelled clothing?
Stylish, yet comfortable, sophisticated and chic.
What do you have to
say to the next generation, particularly to those hoping to follow in your
footsteps?
Believe in yourself and your dreams and be prepared to work
hard to achieve them. Most importantly, trust and rely on God - He never fails.
Who would you like to
see wearing ejiroamostafiri clothing now?
Every upwardly mobile woman!
What do you hope to
achieve with the label?
For the brand to grow to a world-class brand, being sold in
every major city of the world; For the business to be able to affect lives
positively by providing gainful employment for a multitude of people, while
solving the clothing and lifestyle needs of millions of people.
Are people still
spending money on designer labels in this recession?
Oh definitely, clothing is a basic need of man - so people
will still buy.
Although a lot of designer labels also have diffusion lines,
which are cheaper, cheerful and give consumer a wider range of choices.
How do you get
inspiration for your labels?
God is the major source. Although I'm usually influenced by
cultures, that fascinate me.
What's exciting right
now in fashion?
The whole world is looking to Africa for inspiration, so, by
default it is a great time to be an African designer and to be part of the
revolution!
What is style to you?
It is the way you put yourself together - clothes,
accessories, makeup, etc., and the grace and finesse with which you carry
yourself.
Describe your style?
Simple, fun and chic.
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