By Vivian Onyebukwa
Stella Onoriode Okotie holds a Bachelor of Science Degree in Microbiology from the University of Benin. She is based in Asaba, Delta State, where she has her fashion business, EllaElles Couture, as well as the EllaElles Fashion Academy.
In this interview, she bared it all about life, fashion business, and more.
Why did you choose to pursue a career as a fashion designer?
I had passion for fashion right from childhood, but it wasn’t what I thought I would do for a living. After school, the search for a job began. I tried securing a job in both government and private sectors to no avail. Then I sat down to do some calculation based on the little I could do in fashion. So, I decided to start sewing commercially, first from the comfort of my home, and the rest is where I am today.
What don’t you like about being a fashion designer?
In the beginning, as an upcoming designer, friends and family posed a lot of challenges. They wanted free services. So trying to keep business professional made so many loved ones angry – friends especially. People think it’s an easy vocation. They don’t know it’s brain-taxing and physically draining. So when they ask for free services and you turn them down, they suddenly turn their backs at you.
What’s your assessment of the Nigeria fashion industry?
The Nigerian fashion industry has evolved a whole lot. I am so much in awe of what so many designers in Nigeria are doing in the fashion industry today, both in and outside of the country. Even though we are not there yet, I can boldly say we have evolved so much and we are gradually becoming a force to be reckoned with in Africa and even in the western world.
Do you think government is doing enough for the industry?
Actually, I don’t think the government is doing much, that is, if they are actually doing anything.
To support the growth of fashion designers in Nigeria, the government can implement a multifaceted approach that addresses financial support, infrastructure development, intellectual property protection, capacity building, and market access.
Providing accessible financial resources is crucial for emerging designers. The government can expand grant and loan programmes, and introduce tailored funding. They can also establish dedicated space that can foster creativity and collaboration like creating fashion hubs.
Another vital thing is safeguarding designers’ creations by strengthening Legal Protection (LP) laws and organising awareness campaigns. Let’s not forget mentorship schemes. Government should look into organising fashion events and also support events like the Lagos Fashion Week.
What’s your greatest achievement as a fashion designer?
My extensive experience in the training of over 160 individuals one on one and still counting, including collaborations with government initiatives, stands out as a significant achievement for me. I can say that my dedication to mentorship has not only empowered many to excel in the fashion industry but also showcases my commitment to community development and the growth of the sector.
What’s your greatest strength as a fashion designer?
My greatest strength is my ability to work under pressure and even in unfavourable conditions. Also, to set targets and meet them, not having to disappoint clients for any reason.
How do you manage to work with a disgruntled client?
First of all, I always like to see things from the client’s point of view. So if I perceive a client would be demanding, I work with the client step by step. I don’t get overly creative without checking in with the client first. This is because what I may find tasteful may be distasteful for another person, even if 99 per cent of my clients loved it. So I try to understand my clients first by presenting them with different options. From the choices they make, I begin to understand what their fashion sense looks like. It makes it easy to work with them.
Also some clients can never be satisfied even when they tell you this is what they want, and you give it to them, they would always find a way to show their dissatisfaction. For clients like that, I patiently attend to their every complaint. But in cases where it becomes a norm for the client to complain about every and anything, I may politely decline subsequent jobs from such a person so I can preserve my sanity.
In your opinion, what are some important skills or traits for fashion designers?
I run a fashion design school and this is part of what I teach my students. These include good eye for quality fabrics, creativity and innovation, strong visualisation and sketching skills. It also includes proficiency in sewing, pattern-making and draping, attention to details, understand branding, pricing and customer demands.
Others include networking and building industry relationships, keeping up with fast-changing trends and industry shifts, passion and dedication, handling criticism and learning from failures, and time management and organisation. That is meeting tight deadlines for collections and client orders, and also managing multiple projects efficiently.
What important lesson have you learned working in the fashion industry?
I have learnt to trust the process of growth in this industry. There are so many distractions out there, but if you stay true to the cause, and keep doing your best, working diligently, you would definitely hit your targets even though it may not be as quick or as early as imagined. Diligence pays off. Time is all it takes.
How do you stay up-to-date on the latest fashion trends?
The internet is a very important tool and it is very helpful. It’s very easy to keep up because everything is online these days. The moment something new comes up, it’s only a matter of seconds for that information to be available online, and if you are glued to the right channels, you get to know what’s new in trends. I also keep up with bigger fashion brands both in and outside Nigeria.
Learning is never ending. So once in a while, I take short courses both in Nigeria and outside the country to keep abreast with new trends in fashion.
What are your favourite trends in fashion, both in the past and present?
Fashion trends are versatile but I am personally drawn to the following categories of fashion. They are sustainable fashion which focuses on eco-friendly materials and ethical production, street wears, business and formal wears, evening and party wears, and vintage and retro fashion.
Who are some of your favourite designers?
They are Deola Sagoe, Lanre Da Silva Ajayi, Amaka Osakwe, Folake Folarin-Coker, and Veekee James.
What type of fabric do you enjoy working with?
I mostly love working with natural fabric that is 100 per cent cotton.
What does fashion mean to you?
Fashion to me is a form of self-expression and cultural identity, which evolves with time. And it’s mostly influenced by social, historical and economic factors.
If you are not designing, what else do you do?
I am a fashion tutor, so when I am not designing I teach fashion students. I mentor so many fashion designers that have gone through my fashion academy and some others, online. I also take interest in video editing and graphic designing.
For how long do you see yourself doing fashion business?
I see myself doing this for a long time. Fashion designing is who I am, so even when I am no longer actively sewing or creating designs, I see myself doing some other very interesting things in the fashion industry for as long as I can. And even if something else comes along, fashion designing will always be a part of me.
Would you say you are fulfilled?
I am fulfilled. Yes, I am.