By Yemisi Suleiman
Nigeria’s Abidemi Folorunsho Ayoku, the founder of Demi Clothings was drawn to the fashion industry in 2016, by her passion for creativity, colours, art, and the desire to express her ideas through clothing and accessories.
Nine years on, her brand has evolved into one of the innovative brands churning out classy outfits for today’s deserning women.
For her, the journey has been both exciting and challenging, involving constant upgrades, style development, brand building, client engagement, and navigating a competitive landscape.
Inspiration Behind her Collection
The designer showcased her collection recently and as a fashion editor for over a decade, I can say the latest collection was inspired by a fusion of timeless elegance and modern innovation. The designer aimed to create a unique blend of contemporary trends and sustainable fabrics while maintaining high-quality craftsmanship and versatile designs that offer both style and functionality.
Design Aesthetic and Evolution
The designer’s aesthetic is combination of timeless elegance and modern innovation, which has evolved to integrate contemporary trends and sustainable practices that reflect her collection.
What Sets the Collection Apart
The collection stands out due to the unique blend of timeless elegance, high-quality craftsmanship, and versatile designs that offer both style and functionality. The designer’s commitment to sustainable practices sets the collection apart in the industry.
Target Audience
The target audience for the collection is female individuals who appreciate unique, trendy, high-quality, and thoughtfully designed clothing made with love. The designer envisions them wearing the pieces in a variety of settings, from work to social events and everyday life.
Favorite Piece in the Collection
My favourite piece in the collection features a stunning red ensemble, comprising a high-slit dress with a daring plunging neckline, as well as a chic pant set paired with a transparent blouse. The beauty of this collection lies in its versatility, as each piece can effortlessly transition from day to night with a simple change of accessories, making it perfect for any occasion.
Personal Style and Experiences Reflected in the Collection
The collection reflects the designer’s personal style and experiences, offering a distinctive and authentic perspective in fashion through the use of specific colours, materials, stories, and themes drawn from significant life experiences or personal reflections.
Staying Current with Fashion Trends
The designer stays current with fashion trends by researching and observing fashion shows, street styles, and consumer preferences. The designer also draws inspiration from arts and culture, experiments with new techniques and materials, and actively seeks feedback from clients.
Future Plans for the Brand
The brand should plan to enhance its commitment to sustainability, push boundaries of creativity, incorporate new materials and technologies, collaborate with other brands, and enhance the customer experience.
The goal is for each piece to inspire self-expression, make customers feel empowered and true to their unique style, and embrace their personal identity through thoughtful and well-crafted designs.