Odebunmi Ifedayo Fadekemi, better known in the fashion circles by her brand name Softouch Couture is a multi-talented creative.
Fadekemi is a serial entrepreneur. She is CEO/Creative Director of SofTouch Couture, Soft Ivory Men, and My Soft Ivory. The brands interest cut across male and female luxury wears and essentials.
She caught the fashion bug while in the university from a family friend and watered her passion by going to a fashion school; Felenge Couture.
Since then, she has steadily clothed top Nigerian celebrities too numerous to mention.
The Espam Formation University graduate of Computer science in this exclusive interview with Allure Vanguard shares her success story, plans to unveil new collections and insight on taking Softouch Couture global.
Did you have a special training on fashion designing?
Yes I do. I learnt fashion while I was in the university from a family friend. I went deeply by going to a fashion school; Felenge Couture.
How long have you been into fashion designing?
I have been into fashion for 9 years now but registered my brand in 2017.
What factors have contributed to your success in the industry?
The media and how the industry has evolved.
What inspired your brand name, Softouch’?
Actually my brand name was DAYO’s clothing before. Later, I thought of taking my name to another level. I wanted what everyone all over the world can pronounce because I see my brand going International, even while starting. I also wanted what can give meanings to the ear. So, on that faithful day, I was listening to a song that was just released by FALZ; a Nigeria musician, the song is titled ‘ SOFTWORK’ in the year 2015. I fell in love with the name SOFT and I decided to put it down with other names I have been compelling in my note. I met with my boyfriend back then now my fiancé, I gave him the list that ‘oh I want to change my business name ‘ that we should pick together and to cut the story short he as well picked SOFT, but we were like oh why just soft then we but concluded in adding touch to it ,”like something that is Soft and can be touch ……so that’s where my inspiration came from .
How affordable are your wears?
My wears are pocket friendly.
Are you planning to unveil a new collection, can you tell us more about it?
Yes, I am unveiling a new collection
And we will be have 10 outfit to unveil (wedding dresses)
Can you mention some of your celebrity clients?
I have worked with few celebrities
Anita Joseph (Actress), Chichi (Big Brother Naija Housemate), Nkechi Blessing (Actress), Gleeoflife (hair guru), Dayo Amusa (Actress), Saskay (Big Brother Naija Housemate), Funmi Awelawa (Actress), Maria Chike (Big Brother Naija Housemate ) and lot more.
Which other celebrities would love to style? Can you mention three and why?
I would love to style Tiwa Savage because I love her personality. Then, Chioma Ikokwu known as Chioma Goodhair, I love her fashion world. Lastly Toke Makinwa, I love her charisma.
What are the challenges you face as Nigerian entrepreneur?
Honestly, business in Nigeria isn’t for the weak and it hasn’t been easy running mine due to poor infrastructure (electricity), bad economy and lack of funds opportunities.
How has the current state of the economy affected your business, and what do you think the government can do to help?
It has really affected my business because mostly I order some items outside the country. The dollar rate is alarming and it’s causing my business difficulties. To convince some client to pay more is always tasking. Some of them can’t even afford the price. I wish the government can look into our money exchange and help business owners .
Who are your industry inspirations or mentors?
I really don’t have anyone. I practically inspire myself.
Can you mention some fashion shows you have graced?
I really do not attend fashion show (I know is bad) but most time I spend it at my workshop but I was able to grace one of recently Zeena & ZARA.
Which runway show do you look forward to featuring?
London Fashion Week, London Fashion Gala
GT Fashion Show.
What are your future plans for your brand?
To be global.
What makes you a happy woman?
Peace of mind.
Below are some of the Celebrity clients of Softouch Couture…
