By Tosin Ajirire
Talented fashion designer, Adejumoke Alade embodies the spirit of a businesswoman and fashionpreneur.
Having been enrolled in a tailoring class at the age of 15, while waiting for university admission, Adejumoke nurtured a passion for business and her interest in fashion design grew from there.
Zurad Clothiers, her Abuja-based fashion brand, is reputed for showcasing the beauty of African prints and patterns in its styles and designs.
In this rare interview, Adejumoke opened up on the uniqueness of Zurad Clothiers, challenges, Ologe Collection, and plans to showcase her designs at African Fashion Week taking place in London from October 27-29, 2023. Please enjoy it.
Tell us briefly about yourself.
My name is Adejumoke Alade, and I embody the spirit of a ‘fashionpreneur’, having nurtured a passion for business since my earliest memories. In September 2022, I embarked on a transformative journey to the UK to pursue an MBA at the prestigious University of Bolton. This experience not only equipped me with academic insights into global business dynamics but also unveiled the intricacies of operating on an international scale. The epiphany struck – an opportune moment to extend my brand’s reach to this new horizon. It’s worth noting that even prior to this venture, I had been successfully shipping my products to my clients across Nigeria and to international destinations.
When did you first become interested in fashion design, and why is it important to you?
At the age of 15, I had just graduated from secondary school and my mum enrolled me into a tailoring class in a bid to get me busy while I wait for admission into the university. My interest and passion grew from there.
Your fashion brand, Zurad Clothiers, is based in Abuja. When was it established and what exactly is unique about the brand?
Zurad Clothiers opened in Abuja in February 2018 after I relocated there to be with my family. Before this, I was in Lagos, doing all I can to build my brand.
To whom or what do you look for creative inspiration?
My sister inspires me a lot. She loves fashion and I find myself going to her for ideas and inspiration when I get stuck at any point. Also, with the evolving market today, the Internet serves as a place of learning, hence an inspiration to my brand and me.
How do you source your fabrics and materials for fashion accessories?
I get most of the materials I work with in the main market in Lagos. The market is very big, actually one of the biggest in West Africa. I go there to source a variety of materials that I use for my designs.
What’s the most challenging part of trying to become a successful fashion designer?
The Nigerian market is stressful to work in. Electricity has served as a major challenge while running my fashion business. As you know, electricity is a major factor in our work, because it is needed for a neatly finished job. So, to address this challenge, we use generators to power our machines and tools and of course, this impacts the cost of production greatly. I mean it drives up the overall cost.
What’s your most memorable or unpleasant experience as a fashion designer?
At the time I had just moved to the city of Abuja, it was not as easy to settle in. But then, we survived and here we are today, thriving and scaling bounds.
Tell us about your latest masterpiece, Ologe Collection, launched at an exhibition in Abeokuta, Ogun State recently.
We thank God for the success of the launch. The collection was created because we wanted to showcase our talent and styles to young adults, get them to love and infuse the use of African print designs into their daily fashion routines, and I think we achieved just that.
Who are your mentors or role models in the fashion industry locally and internationally?
I admire the works of Feron Aaron, Neyeka Fashion, and Swing and Sway Fashion Co.
Over the years, the African fashion industry has made a significant impact internationally. What do you think has brought about this feat and what role would you say your brand has played in this journey?
The global interest in African fashion has grown over the years, the colours and patterns have been enticing, hence the growing impact worldwide. My brand has also showcased the beauty of the African print and patterns in its styles and fashion designs; for instance, our recent collection portrayed our part in this international impact.
How would you describe the journey so far and what are your plans for the year, in terms of brand expansion and showcasing at fashion events, etc?
We are working towards expanding our brand internationally, showing the beauty of African prints and fashion in various ways like accessories and wear, and how they can be worn in the Western world, I mean places like the United Kingdom, Europe, Asia and all. We intend to take part in the forthcoming African fashion Week in the UK. We see it as a platform that allows designers like us to showcase what we can do, and we intend to take maximum advantage of this opportunity.
What advice would you give young, up-and-coming fashion designers hoping to make it big in the industry?
Make hay while the sun shines. Do not procrastinate. When you get that idea, seek all the necessary assistance and work towards implementing it.