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By Agatha Emeadi
With a model look, Abbey Ikomi, the creative director of Irawo, a fashion brand, wanted to hit it hard on the runway as a bold model. But her parents vehemently refused because of their Muslim religious background.
Yet, Ikomi hid a few of her modelling jobs then from her parents until marriage finally took her off the runway.
Somehow, modelling still knocked on her door and found her as a creative designer of a top-notch fashion brand with top celebrities as her clientele that sashay their tiny waists on the runway wearing her outfits.
Why are you interested in modelling?
As a growing girl, I got interested in modelling because I look like one. When I was much younger, with my height, broad shoulders, skinny body and one colour from head to toe; that is the perfect look of a model. The features were there for me, but my parents were Muslims and refused to see me become a model. Therefore, any modelling job I did before I got married, I hid it from my parents until marriage came early enough for me.
What about the opinion of your husband as a model?
Oh! That was why he married me. He likes good things; he saw me and something swept off his feet even as a student at 21. Though I planned to travel overseas to face my modelling career after graduation, but then meeting and marrying my husband who had just returned from the United States of America after studies and became a bank manager in Kano where we met halted my plans. So, within two years of marrying him, children came back-to-back and before my 30th birthday, I was through with childbirth to the glory of God. Today, first timers wonder if I am the mother of my children or their big sister.
At what point did you decide it must be fashion for you and your three grown up daughters?
I have always been very fashionable. I love, live and breath fashion. It is an innate thing and more of an inherited generational pass-on-the-touch. My mother and grandmother were fashion icons in different ways and time. But what actually broke the Carmel’s back was nine years ago when my first two daughters were graduating in the US, they strictly said to me, “mum, we want African clothes for our graduation, and not western outfit. In fact, we want Ankara.” After a long search, I got some expensive pieces that I thought would give a perfect fit, but alas, it did not. At that point, I said, no, I can do this business; I can even do much better than what I bought at a very expensive rate. And that was the birth of Irawo.
Before Irawo, what other things have you actually done?
I have done a lot of other businesses and have been married for over 30 years. Irawo, my latest fashion brand happens to be my newest baby in the line of my other businesses. Majorly, my businesses include interiors, buildings and managing a shopping mall for over 15 years, among other couples of businesses, now with an addition of Irawo, my latest fashion collection.
What is the unique selling point for Irawo?
Our creativity is top-notch because we combine artistic flair to our designs. If you go through our pieces, you could see the difference because it is close to wearing arts. That is how I see fashion, I do not see fashion in a box, instead that flexibility counts. Anyhow you pull fashion as long as it is acceptable, looking beautiful and nice.
Did you get any fashion training, physically or online?
To be honest, I just followed my passion because I know good things, pay attention to details and said, I will come up with a collection that will be universally acceptable and socially desirable. Within six months of our birth, we featured in Arise Fashion Week. While preparing for Arise Fashion Week, I got a lot of discouragement because we are green horns, but we were able to pull through. From there we kept pushing the brand and here we are today. Again, my children are grown and we all run the business jointly. They take care of the ‘Genzee’ part of Irawo. You can see we are very close family and business partners, that they are all grown added to the advantage. Irawo for us now is a baby to nurture; and we are doing our best. With all the strength God has given me, I nurture my brand and the result is the identification we are getting.
How did you arrive at the name Irawo?
It was actually a revelation which means stars. I have always had an affinity with stars. I will not fail to inform that we have moved from our previous location at Idejo in Victoria Island to our present Osborne offshore towers which is a bigger space. When we started, I told my kids that gradually this brand must have aesthetics in its own way. So, moving into this new space is a new journey into the luxury line.
You are not into office attires, but strictly events, why?
One cannot be everywhere. You chose an aspect and focus on it and become a master in that area. I do not want to become a jack of all trades and master of none.
What kinds of fabrics do you work with?
Well, if you follow the fashion trend, you will notice that years back, almost all designers were into Ankara, but today, it is not so anymore. In fact, I was known for making best Ankara jacket, but one cannot be rigid with fashion, instead it tye-and-dye, Adire, and we make our own in-house fabrics as well. At the ‘GenZee’ part of the business which my children are in charge of one would see funky shirts and pants for their ages.
How do you describe the whole experience over the years?
I love what I am doing. There are times I would be here till 12:00 mid-night, maybe when my husband puts a call through, I do not see it as work, it is a passion for me. It has its challenges, but because I love it so much, I embrace the challenge and think of solution. It has been a team of work between us and our clientele in foreign countries.
Looks like there has been a shift in paradigm; years back, people travel to foreign countries to shop, but today, people come from foreign countries to buy clothing and various food stuff from Nigeria, why?
Yes, it is because we make the styles and pieces funky and wearable. They are modern which could be worn anywhere in the world. So, a lot of designers watch the fabric that trends. We have done a lot of fashion shows, and wish to see ourselves in big brands like Selfridges in the UK and others.
What role has your husband played supporting Irawo?
My husband is absolutely an amazing human being. He has been a pillar of support, when I am here till midnight, he will not scold me, rather encourage me to keep at it. Even when I sound discouraged or tired, he will make sure I am fine with something to eat; at that point, he would encourage and give me strength and that is the man every woman needs. There is nothing I bring to the table that he does not approve. He knows all my tailors, agents and if I complain about any staff; he would intervene immediately and get things sorted out. I really thank God for him in my life. You know I told you he is part of the people that told me, I would end up in fashion. In is words: “The way you style everything and the transformation that comes from it is amazing.” So, he is my number one supporter.
