The fashion industry in Africa continues to welcome more daring and creative minds despite the challenges prevalent on the continent. In our quest to assure the world of the quality of brands coming from Africa.
Can we meet you please?
Answer: Hi my name is Adaze Oyiboka and I’m the Creative Director of House of MORENI. MORENI is clothing and lifestyle brand for Mums.
How did you get find yourself in the business of fashion?
Answer: Funny thing is, I always thought I would be a caterer but somehow I found myself going to Ghana to buy already made Akosombo dresses to come resell and that’s how I decided to learn how to sew, the rest is history.
Was it always something you wanted or you just found yourself in it?
Answer: I would say fashion found me and not the other way around. Though when I was growing up I used to cut out pictures from my Mum’s magazines and paste on a book because I loved dressing up but I honestly didn’t know I be making clothes for a living.
How long have you been in the fashion industry and how adventurous has it been?
Answer: Unofficially I’ve been in the business 8 years now and officially 3years.
What were those start-off days like?
Answer: It was quite challenging and still is actually, it’s not a walk in the park like most people would think. The fashion business is one that demands a lot from you especially when you’re just starting up.
Was there ever a time you felt like quitting?
Answer: Definitely! There were so many times too numerous to mention that I wanted to throw in the towel but the more I wanted to give it up the more I needed to conquer that challenge, whatever it was at the time.
The business of fashion can be daunting in Africa.
What has helped you sustain the business?
Answer: My passion and my faith, sounds cliche but it’s the truth.
The debate has been on, on bespoke or ready-to-wear.
Where do you swing most?
Answer: Ready-to-Wear works best for me.
Thinking about ready to wear, where do you have most of your customers?
Answer : Online
Which would you say has been most profitable?
Answer: Ready-to-Wear has been more profitable for me.
With the current state of global economy, is it a good time to venture into the fashion business?
Answer: There’s never a good time to start as long as you’re certain of what you are getting into and ready to put in your best.
Really, what do you think the future holds for Africa fashion industry?
Answer: With the rise of proper fashion education, the African fashion industry will soon start setting the pace, it’s only a matter of time.
What are the key best practices that can help a fresher survive in the business of fashion?
Answer: 1. Get proper education about how the industry works. 2. Get clarity on who you are serving. 3. Put systems in place from the beginning.
It is 2021, what should expect from you?
Answer: Brand collaborations and new designs.