Nigerian fashion entrepreneur, Osasogie Jane Idemudia is gradually redefining what it means to be an African designer as she uniquely infuses local statements into her designs which are fast sinking into the African fashion market.
Idemudia, the Founder and Creative Director of Jane’s Fashion has a degree in Environmental Health with Masters in public health from The University of West of Scotland.
Indeed, she’s a woman of many talents; as her passion for design and creativity is inborn.
Little wonder her aim with Jane’s Fashion is to showcase the rich heritage and traditional craftsmanship of her home country, Nigeria, while presenting it in a contemporary and global context.
She plans to expand the brand’s presence nationally and internationally, collaborating with influencers and retailers to reach a wider audience.
In this exclusive interview with Allure Vanguard, Idemudia who is set to launch a new collection in a few weeks time talks more about her fashion line, the inspiration behind her brand, plans to sink her toes deeper into the Nigerian fashion scene, and her global vision for African fashion.
Excerpts;
Did you have special training in fashion design?
Yes, I underwent specialized training in fashion design. But most of what I know in fashion design is self-taught. And I have a lot of fashion design mentors, and their training and guidance have equipped me with the skills and knowledge needed to bring my creative vision to life.
How long have you been into fashion design? Officially, seven years. But I have always love fashion design ever since I was a child and I have been involved in crocheting and other home DIYs (Do It Yourself) since I was a child.
What factors have contributed to your success in the industry?
Several factors contributed to my success, including dedication, innovation, and a keen understanding of market trends. Building strong relationships with clients and staying true to my design aesthetic has also played a crucial role. Support from family, especially my husband, has been a major contributing factor.
What inspired your brand name, Jane’s Fashion?
Jane is the name given to me by my grandfather. He was very artistic and fashionable. I loved him very much. The brand name ‘Jane’s Fashion’ was inspired by my love and desire to personalize and connect with my audience. I want my brand to reflect authenticity and a personal touch, capturing the essence of my design philosophy.
Who are your core target clients?
They are individuals who appreciate unique, high-quality designs. I aim to cater to those who seek fashion that goes beyond trends and makes a statement about individuality and style. My brand is very person-centred. I believe fashion speaks, and what you wear should be able to speak about you.
How affordable are your wears?
I strive to offer a range of options to accommodate various budgets. While some pieces may be considered luxury, I also ensure affordable options so everyone can experience the essence of Jane’s Fashion.
You are planning to unveil a new collection, can you tell us more about it?
The upcoming collection is an exploration of sustainability and style. It encapsulates African, western and vintage heritage, providing a fresh and captivating take on contemporary fashion. I’m very particular about sustainability; this new collection explores sustainable fabrics and sustainable fashion practices, aligning with the growing global consciousness towards eco-friendly choices.
What are your expectations for your Cat Walk Show?
The Cat Walk Show aims to showcase the versatility and creativity embedded in the new collection. I hope to evoke a sense of admiration and excitement among the audience, leaving them inspired by the fusion of art and fashion. I am also collaborating with other designers and giving them a stage to showcase their designs. I am big on collaboration.
Can you mention some of your celebrity clients?
While I value the privacy of my clients, some celebrities and notable persons in Nigeria and globally have embraced Jane’s Fashion. Their support has been instrumental in the brand’s journey.
Are there celebrities you would love to style? Can you mention three and why?
Three celebrities I would love to style are Wizkid, Rihanna and Michelle Obama. Each of them possesses a unique style that aligns with the essence of Jane’s Fashion. Collaborating with them would be an exciting opportunity to showcase the brand’s versatility and creativity on a global scale.
What are the challenges you face as a Nigerian entrepreneur?
Being a Nigerian entrepreneur comes with challenges, such as navigating infrastructure limitations, fluctuating economic conditions, and, at times, difficulties in accessing funding. However, these challenges have also fueled my determination to overcome obstacles and contribute to the growth of the fashion industry in Nigeria.
How has the current state of the economy affected your business, and what do you think the government can do to help?
The current state of the economy has posed challenges for businesses, including mine. Fluctuations in currency value and consumer spending patterns impact the industry. The government can play a crucial role by supporting initiatives that foster entrepreneurship, improve infrastructure, and create a conducive business environment.
Can you mention some fashion shows you have graced?
Jane’s Fashion has had the privilege of participating in prestigious fashion shows such as the Edo Fashion Show and Abuja Fest fashion event.
These opportunities have allowed the brand to showcase its collections and connect with a diverse audience and industry professionals.
Which other runway show do you look forward to featuring?
I look forward to featuring in London Fashion Week. The platform’s reputation for innovation and commitment to pushing boundaries aligns with the values of Jane’s Fashion. It presents an exciting opportunity to showcase our latest collections to a broader and more diverse audience.
What are your plans for your brand?
The future holds exciting prospects for Jane’s Fashion. I plan to expand the brand’s presence nationally and internationally, collaborating with influencers and retailers to reach a wider audience. Additionally, I aim to do more internship mentoring through my initiative, which helps aspiring fashion designers get fashion training.
What makes you a happy woman?
What makes me a happy woman is seeing my creative vision come to life through the success and appreciation of Jane’s Fashion. The ability to inspire and connect with individuals through my designs and contribute to the growth of the fashion industry in Nigeria and globally brings me immense joy and fulfilment. My ability to inspire and make a difference in the lives of up-and-coming fashion designers makes me a happy woman.