Olushola Ojo, I’m from Ogun State, Nigeria. I studied Accounting at Lagos State University. I am the Founder and Creative Director of Lacreame Mua n Krafts (Lacreame Couture) where we design Aso-oke, Wedding gowns, Bridal dresses, Bespoke and Casual outfits. spoke to ADEOLA OGUNLADE about her business, challenges, and triumph in her quest to promote the African culture through Aso-Oke.
Can you tell us what inspired you to start traditional attire, especially ASO-OKE?
I started as a makeup artist and I usually make traditional beads (ileke) and all kinds of beads. So I usually dress up brides on their wedding day, for photo shoots or any occasion, and around that time I had not started doing Aso-oke.
One thing about the Aso-oke stood out for me whenever I style brides. After doing the makeup on their faces, tie their gele (headgear) and after they had put on their complete traditional outfit there’s a way they look, like queens, like Royalty in a uniquely styled Aso-oke especially when the outfit is beautifully tailored. This was when I started loving it, but I was not able to make it then and I determined I would someday love to make Full Aso oke outfits for Brides so that was what inspired me.
What has been your experience in breaking boundaries in a profession that is competitive and seems to be for older people?
In the olden days, the making of the aso-oke was usually done by older people especially the weaving aspect, which was usually transferred from generation to generation. In a family, a father can be a weaver and then transfer the profession to their children. So the business of making aso-oke was done within a family where the father, mother, and children would work together because it’s not something one person can do all by themselves. But now, we can see people of all ages, with this passion, making and producing aso-oke fabrics in different colors and styles.
Regarding breaking boundaries, when I started making Aso-oke, it was not so common in 2015, but I had loved Aso-oke even before then. At that time, Aso-oke was not worn by everybody, it was worn only by brides, older people, royal families, etc compared to this present time you can easily see different sets of people wearing Aso-oke, even Igbos & Hausas. So my passion for the fashion business was borne out of my love for the attire and how different categories of people wore it for different occasions.
What are some of your achievements and challenges practicing traditional attire and classy wedding gown business?
My first customer was a friend for whom I was supposed to do makeup and beads for her wedding and at that time, I was already learning and getting familiar with the business and designing of Asooke so I informed her that I do Aso-oke too. I did not have any pictures to prove my skills in Asooke but she trusted me and I delivered. She trusted me, sent me her design and she loved the outcome. She was the first customer ever to buy Asooke from me and that was how my journey started in the line of Fashion & Asooke Design. So from there, I was getting referrals, telling people and I of course went for Training. I did collaborative shoots with Makeup Artists, Photographers, Bead makers, and Stylists in the fashion industry to showcase my work more.
I have had Brides/customers from the UK, USA, Canada, and Dubai over the years who have trusted and referred my brand to other friends too. I’ve had Customers from outside Lagos, daughters of Obas and Baales too as a result of some of my previous works that they saw hence I believe that is a major achievement.
There was a particular Bride from Benue state who traveled from the USA to have her wedding in Nigeria, she contacted me to handle all of her outfits, her bridesmaids, and even her husband’s outfit.
Challenges
One of the challenges may be economic factors like Inflation and price deregulation. Another challenge is working with some Brides/Customers who do not know the worth of Aso Oke and expect us to sell at the same rate as the Lagos Island market.
Can you share with us your impetus for a successful career in the fashion design business?
There’s this feeling that comes with the completion and delivery of a Job. The way you feel knowing your Bride loves her outfit, the positive feedback from herself, the groom, her family, and even friends is a major motivation.
The fact that I know I’m meeting a need or solving a problem and putting smiles on people’s faces is a major motivation.
What are the challenges and potentials in producing Aso-Oke when our indigenous Aso-Oke is becoming unfashionable to the younger generation?
I beg to differ. Aso-oke is not becoming unfashionable to the younger generation instead Aso-oke has come to stay. If we look around, designers have used their creative prowess to change the narrative… We now use Aso Oke to make Jackets, Trousers, Skirts, Dresses, Kiddies outfits, Shoes, Bags, Purses, and even a Wedding dress. It is now used by both old and young people, male and female and also people of different tribes. This is why you see a lot of designers now learning how to sew and design Aso Oke unlike before when you could only get a few designers in this area.
How do we sustain our culture in producing attires that reflect African culture alright sustainability of culture in producing attires?
I am aware that China’s investment in the production of traditional attire is causing a threat to indigenous fashion designers. Do you want some form of regulations around it?
Firstly, the type of Aso Oke China produces can never be compared to what Nigeria produces because this is a product of our culture – locally woven. We are the originators of Aso-oke so China cannot produce exactly what we do. Based on comparison, Nigerians still prefer the quality of what is made locally to what China imports.
So maybe the minister or the body in charge of Art and culture or fashion should put some form of regulations to stop the importation of China Asooke so that they do not compete with our own Nigerian-made Asooke instead we should export more.
What do you look out for to make a difference?
At LaCreame Mua N Krafts we envision our brides and customers to walk and live like royalty after putting on our outfits. We instill in our customers this ideology. To see themselves as royalty after wearing our outfits.
What are the other things that occupy your time?
It’s Family, Work, and Church. When I’m not busy working then I’m busy being a wife and a mother smiles. l also attend events to see what’s in trend and also network.
How do you unwind?
I spend time with my family, hang out with friends, and go for after-church events.
How do you balance home and work?
Structure, I put structure in place. I cannot and do not do everything by myself. Sometimes someone is handling social media inquiries, WhatsApp chats, deliveries, and the rest but I try to source my fabric myself so that I can get original and authentic fabric for my customers.
Putting structure in place helps so that when I am not around work can still be done and I can focus on taking care of my family.
Do you do charity work, how and what are some of your success stories?
When it comes to charity work, I have a flair for single mothers and young ladies abandoned with kids at a very early age. The first thing I do is try to get them employed because most of them are usually disregarded, economically stranded, and burdened with responsibilities.
Most of my staff are Single mothers because I know that once they are empowered or employed then they can take care of their basic needs. I organized free pieces of training for some of them in Fashion and sometimes I sponsor their training in other fields for those not interested in fashion. Most of them learn Soap making and hair styling, while some of them want to go back to school so if I am not employing them or training them then maybe putting out word with my friends or acquaintances concerning a job vacancy on their behalf.