By Damilola Fatunmise
The Nigerian fashion industry is competitive and ever-evolving and has recently been marked with major style exports to other countries, including outside the African continent.
One such fashion designer whose designs have continued to penetrate the competitive market is Ibukun Ajiboye, founder of Ethos Designs, a brand reputed for creating pieces with exceptional construction quality. With her collections, Ibukun invites us into a world where fluidity meets structure. In this exclusive interview, she delves into her brand’s identity, creative process, and the challenges of being a fashion designer in Nigeria.
Ethos Designs is an intriguing name. What does ‘Ethos’ signify and how does it reflect in your brand’s identity?
‘Ethos’ means character and values. It points at a unique style of something, and portraying character is what my designs have been all about. With Ethos Designs, I aim to create garments that tell stories and connect emotionally with the wearer. Especially as I create more female wear, I ensure that every piece embodies elegance and strength – qualities I believe define today’s modern woman.
One of your recent collections is called Femininity. Can you elaborate on the concept of the collection?
To me, femininity is a celebration of strength and delicateness. So from that, I wanted to explore the duality of this concept by engaging flowing designs and using fabrics that speak of elegance. I also considered Nigeria’s climate when choosing the fabrics for that collection. I do this for all my collections, actually. So, the choice of cotton for the swing dresses was deliberate. Cotton is a breathable fabric material that keeps moisture out. It is the perfect fabric for our climate. The mesh gowns also benefited from chiffon light quality.
Your designs are sometimes regarded as one-dimensional. Is this an intentional creative decision?
My designs are created to cater to women who desire simple but elegant designs that can blend into a broad range of settings, and I believe every woman should have wardrobe items of that kind. This is why Ethos Designs Collections are usually minimalistic. However, we make use of bright colours to add dramatic flair to the designs. Focusing on the beauty of simplicity is an intentional creative choice. It is a conscious decision to create pieces that celebrate the elegance of understated style. I acknowledge that as the audience grows, needs evolve, and I am always open to exploring new creative directions that do not divert from the soul of the brand.
What strategies do you employ to market your collections, particularly in a competitive industry like Nigeria?
Storytelling is my main strategy. I launch digital campaigns ahead of every release that highlight the message behind the designs. Sometimes, knowing why a piece was created can spur you to wear it more than just seeing and appreciating the beauty of the cloth. I also leverage partnerships with influencers and attend fashion exhibitions to create awareness.
Fashion in Nigeria is thriving but production and commercialisation remain challenging. What changes would you like to see in the industry?
If we, creators, have better access to reliable power supply and affordable raw materials, production will be a lot easier. The Nigerian government can also increase investment in textile manufacturing so that we can reduce our dependence on imported fabrics. There is also a need for greater support in marketing and branding, empowering designers to reach a global audience. More collaborations between fashion, technology, and finance sectors could lead to innovative solutions that help businesses scale.