The Creative Director and co-founder of the women’s clothing brand Wearlala is Oluwakemi Ajayi, a fashion designer, fashion entrepreneur, and fashion instructor headquartered in Lagos. She discusses her path to fashion, what inspired her to become a fashion tutor, and what persevered in this conversation with SEYI TAIWO-OGUNTUASE. Excerpts
What drew you to modeling?
For me, fashion design is a means to showcase my creative side. Since I was young, I have always had a strong interest in fashion and apparel and textiles.
By producing visually appealing designs, it enables me to express and realize my creativity and artistic abilities.
Building a strong brand is another reason I’ve wanted to become an entrepreneur.
While I was at university, my mother, who loves the arts, also urged me to enroll in a fashion design/dressmaking degree.
I typically attend the classes over the holidays. Over time, I became really passionate about dressmaking, drafting designs, and textiles and apparel.
I eventually became proficient at fashion design and made the decision to pursue it as a career since it gives me the opportunity to express my thoughts and realize my goals.
Give us additional details about your company.
As one of the brand’s co-founders, my spouse came up with the moniker Wearlala.
We came up with the name Lala based on my nickname Kemolala since we wanted a name that would sound well with any stylish item, not just clothing.
We therefore created WEARLALA, a mashup of the words wear and lala.
Wearlala Fashion is a custom clothing company that specializes in creating distinctive styles for both ladies and kids.
The use of premium, eco-friendly textiles and inventiveness are the cornerstones of the company. For those who are interested in mastering the craft of dressmaking, it also hosts training sessions and workshops.
What made you decide to become a fashion tutor or open a dressmaking center?
I’m inherently good at teaching. When I worked as a freelance dressmaker and fashion designer, I frequently used social media to advertise my work. I also produced a lot of fashion content and tutorials for other dressmakers who were struggling with pattern drafting and garment construction.
My online tutorials were helping a lot of people over time, so it became necessary to set up seminars and physical training.
I was able to connect with other aspiring dressmakers more closely and feel fulfilled by influencing others’ expertise.
How did you enter the field?
Although my company was formally formed in 2018, I have been creating clothing as a freelance dressmaker and designer since 2010.
Wearlala is a female-owned custom clothing firm that aims to strike a balance between African culture and westernization and is heavily influenced by a love of creation.
Social media’s influence helped us acquire significant traction in the business.
Along with designing and producing personalized apparel for our many clients, I also provide a ton of fashion-related content on Facebook, Instagram, and YouTube, such as sewing guides and do-it-yourself projects, to help budding designers become inspired.
How long does it take you to keep abreast of current fashion trends and apply them to your designs?
I keep myself updated by keeping up with the latest trends and attempting to find inspiration from social media, fashion magazines, and fashion databases such as Business of Fashion, Vogue Business, and WG:SN. Trend forecasting companies help you stay ahead of the curve in fashion, and other subscription-based businesses provide future insights and innovations in fashion-related topics and other sectors.
How did you plan and organize your dressmaking courses to give students thorough instruction and growth?
No matter your level of learning ability, the classes are made to be simple to understand.
With a very low teacher-to-student ratio, our planned learning curriculum allows potential students to study both the theoretical and practical aspects of dressmaking. For individuals who are unable to attend in-person workshops, we also provide online sewing training via recorded videos on several websites and channels.
In order to prepare students for the always evolving fashion world, how did you integrate industry trends and advancements into your curriculum?
Every new fashion trend is based on pre-existing knowledge with a few minor adjustments.
Replicating styles from a basic design is one of the most important technical skills we teach our students. To be able to conceptualize and realize a new design, you must possess an analytical mind.
Do your pupils have a chance to present their designs?
To encourage our students to present their designs, we host fashion shows.
They can use this to sell to prospective clients and acquire ideas from other designers. It boosts their self-confidence to become great dressmakers.
Do you think your brand will change in the future?
With an emphasis on making custom clothing—a product that has not yet been started but is in the works—we hope to grow the brand outside of Nigeria.
It would combine modern western clothing with African styles.
In what ways do you integrate ethical and sustainable principles into your production process and designs?
I take the style and fabric’s longevity and adaptability into account while creating a garment and when consulting with my clients.
One important element that promotes sustainability and commitment to slow fashion is the use of sustainable materials in the creation of pieces and designs.
I conduct a lot of research on textile and fabric suppliers who adhere to industry ethics on sustainability. To put it briefly, we create clothing that, due to the high caliber of the materials used, can be handed down from one person to another.
What early difficulties did you encounter, and how did you resolve them?
Getting customers who understood the concept of buying clothing made from sustainable materials was one of the biggest obstacles my team and I had to overcome.
Purchasing slow fashion clothing may be costly, but it will ultimately save money because it helps to lessen pollution in the environment through dyeing, washing, and other processes.
Using high-quality, long-lasting textiles and consistently discussing with customers the value of sustainability, we raise consumer awareness.
Marketing the brand outside of Nigeria presented another difficulty.
We planned to use social media, word-of-mouth, and referrals to find clients both inside and outside of Nigeria.
Could you describe a difficult project or projects you worked on and how you overcame the challenges?
I’ll list a few of the difficulties I’ve faced personally along this career route. Obtaining precise measurements to ensure a flawless fit while creating clothing for clients overseas is one challenge.
I get around that issue by doing virtual meetings with potential clients using Zoom or WhatsApp to make sure the measurements are obtained precisely.
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Another daunting responsibility is planning fashion shows for our pupils, but we manage to succeed with perseverance and teamwork.
In the fashion industry, what is the most significant lesson you’ve learned?
The market is huge, and although the sector is highly competitive, it provides a platform for everyone to showcase their talents.
Being successful in the fashion industry requires a great deal of creativity and dedication. You will stand out and carve out a space for yourself thanks to your originality and inventiveness.
The value of networking and teamwork, which provides you the chance to connect and collaborate with other fashion businesses, is another crucial lesson.
What kind of cloth is your favorite to work with?
My love for Ankara prints is unmatched, largely due to the fact that I was raised in northern Nigeria.
The majority of Ankara fabric is composed of cotton, which may be utilized to create a wide variety of modern and African designs.
African print cloth is renowned for being adaptable and able to be created into visually pleasing patterns.
What are your aspirations and goals for the brand going forward?
to create a sustainable and health-conscious fashion business while preserving its distinctive style of incorporating African elements into modern designs to appeal to a worldwide clientele.
