Sprouting lyrics of pop stars, it’s obvious that Omatu Fulani, the beautiful brain behind the Fulani Fashion brand that’s stealthily making its ways in to the inner sanctum of the fashion industry is more than just a fashion designer. She is a bundle of talents and fully expressing herself.
In a chat with Sewe Ishola, Omatu described herself as a girl from the block but shares some of her hopes, challenges and next projects. Excerpts:
What’s your creative process like when it comes to developing collections?
First I sketch my ideas and also think of a theme and name for the new collection. My pattern maker creates the first prototypes. Meanwhile, I’m looking for fabrics. Sometimes I fly to Paris (to attend the Premiere vision), some seasons I directly talk to my fabric suppliers and they send me samples. I love thinking of a theme for my collection and get inspired by that.
Every piece is produced only once with the original fabric, so I can still make last minute changes. I always shoot my look book first so I can go ahead and send it to stores and boutiques for orders. Meanwhile, we go on to create different sizes of each piece.
After that I concentrate on shooting the campaign, which is the most important part, as those images will be published internationally.
What’s the essence of your designs?
Less is more! Always wearable and comfortable, yet sexy. Very feminine. Style and class. Prints are a must.
How does being based in Vienna affect your fashion brand, knowing that Nigerians are fashion forward people?
I have great support from both sides.
What is your favourite part of being a fashion designer, that’s different from being a musician?
I am married to Fulani and music is my mistress. That doesn’t mean that I love fashion more. Even though, it is very creative, Fulani gives me stability, you can say it’s my “ride or die”.
It depends on my mood and on my emotions, and if I want to put out a song.
I get very emotional when it comes to my music and it inspires my creations alot.
I got nothing but endless love for my fashion and music. Both got my time but I still treat them differently.
How would you describe your personal style?
Plain and simple outfits but big shiny jewelry; gold preferably. I love prints and loud colors but simple cuts. I barley wear black, and jeans are one of my favorite pants.
How does your mixed heritage affect your designs?
Both sides influence me and my designs a lot – best of both worlds is how I like to name my designs.
Nigerians are very fashionable and love prints and loud colors, I love that too and my designs will always have a touch of that. Growing up in the heart of Europe next to the fashion metropolis like Paris also inspires my style.
As a multi-talented creative person, how do you determine what aspect of your gifts to focus on per time?
Fashion and music is my passion – both are my favorites. It would break my heart if I have to decide between them.
The difference is fashion has structure even though it is very creative. And I can forecast the season in advance which gives me stability.
Music is very emotional and therefore becomes personal. I work with feelings and go with the flow, its deep and also very therapeutic.
How do you stay up to date given the fluidity of the fashion scene?
I frequently fly to exhibitions, which provide fashion and trend forecast. However, my designs will always have a particular style and look no matter what. If I personally don’t like a certain trend which happens to be very hip at the moment I won’t follow that. The beauty of fashion designing is that taste is of different facets and that’s why there are so many designers and there will always be space for all of us and many more.
What has been some of the high points of your fashion career?
International A-list celebrities actually wore my designs without asking questions, and that was when I was making baby steps, basically at the beginning of my career. It was an amazing feeling to be on the same stage like the well known international fashion labels.
Are there any new projects your fans should expect?
That would be #QuietStorm, the name of Fulani’s spring/summer collection 2018. It is also a sub-genre of R n B music that is characterized by mellow dynamics, slow tempos and relaxed rhythms.
Think #QuietStormCollection, think, lavender, lemon-yellow and geometrical prints dominating this unique collection.
Think couture gowns made of chiffon and silk, ready to rock the red carpet.
Think party and cocktail outfits designed for any occasion and mood.
Think casual blouses, skirts and pants with a touch of sexy made of viscose, cotton and jersey, for your everyday styling, that’s what the #QuietStormCollection is all about.
The Omatu you don’t know:
Is a very creative person and is therefore sometimes weird.
Loves to travel and haven’t decided yet where in the world she wants to live.
Is passionate about fashion and music
Loves her life and what she does.
Has no patience and hates waiting.
Is a free spirit who loves adventures, plus she an hopeless romantic.
Never gives up no matter what.
Follows her heart and listen to her guts.
Dances and goes for horseback riding to calm her down.
Loves animals.
Says “communication is my best friend, I can talk for hours but mostly very shy in public.
Is the sensitive type when it comes to her private life but she is a tough business woman.
Omatu’s favorite quote:
Move before you think you’re ready.