A Dunia interview. Olatidé Adéniyi of Editalo Designs was featured on the cover of Dunia Magazine print – issue 5.
Tell us a little bit about yourself
My full name is Olatidé Adéniyi but most people simply call me Tidé. I am from Nigeria but was born in Washington D.C. where I spent most of my childhood. I graduated from the University of Maryland where I got my Bachelor’s degree in Economics and currently work as a Financial Analyst while building my fashion line. I am a self-taught seamstress/designer without any prior professional fashion experience or background. My fashion line, Editalo Designs was officially launched in Maryland, USA in July 2009 followed by a West Africa Launch in Lagos, Nigeria this past May 2011. My designs are aimed at ladies with a subtle yet glamorous fashion sense who love color and appreciate the small details in their outfit.
What inspires your designs?
I am a bit unconventional when it comes to inspirations for my designs. I usually work backward in selecting fabrics that later inspire me to sketch and then create a garment. The pattern, texture and color of a fabric helps me know what kind of silhouette it would be made into. Things that also inspire me are current trends and nature. I try to incorporate at least one trendy detail in every garment. Most of my garments with movement are often inspired by wind, water and plants especially flowers.
What do you like most about ‘fashion’ and what is it like in DC professionally?
What I love most about fashion is that it is very versatile and I find interesting that it is forever changing and evolving. Something in fashion could be “in” one season and out the next. Living in the DC area is very exciting. I love the constant on-the-go atmosphere that DC exudes. Professionally it is rewarding because of the diversity. There is a large population of people of African descent that reside in the DC metropolitan area and are eager to buy garments reminiscent of Africa. In turn there are also many other races that are fascinated with the recent popularity of African fashion and fabrics.
Tell us something about Lagos and Nigerians. How has the culture shaped you?
Well Lagos state is one of the smaller yet most populated states in Nigeria with over 12 million people. It is also the economic and financial capital of the country. For this reason it is also the most diverse Nigerian state, with a plethora of cultures. Lagos also holds the title of being the fashion capital of the country. Over the last few years there have been several events such as fashion weeks, shows and industry nights all geared towards supporting Nigerian/African designers. One thing about Nigerians is that we love to dress up. Even my mom’s motto while growing up was “there is no such thing as being overdressed.” Who says you can’t wear heels to the beach? Or a suit to the club? Living in Nigeria taught me that one should wear what they feel comfortable in and not let a particular scenery deter your style for the day and to ultimately stay true to your personal style.
What are some of the latest fashion trends and how do you as a designer keep up with them?
The trends I have observed this summer for women is rompers/jumpsuits, flower prints and shimmery fabrics. My favorite would have to be the shimmery fabrics because they are usually coupled with a very simple design as the fabric on its own brings so much glamour to the design. As a designer I always try to incorporate a few trends in my collection to stay relevant during a particular fashion season. However I believe it is equally important to maintain your brand’s personal style so I make it a priority to stay true to the Editalo style of being “subtle yet playful” while staying trendy.
What style tips would you like to share with readers?
My style tip for both men and women is to keep it simple as effortless style appears more original to me. Do try to at least include one intricate detail in your choice of outfit whether is a hint of color or a distinctive accessory. Also it is important to never think your fashion sense should conform to what is currently out there. Be comfortable and reflect you in what you wear.
What’s in the future for Editalo Designs?
Well since we wrapped up Africa Fashion Week New York we have
gotten an influx of new clientele so we plan on creating an online store to better manage orders and increase customer satisfaction. Editalo clients will be able to purchase their favorite garment by selecting their size, preferred fabric and payment choice. We also plan to start a men’s line, with fashionable fitted dress shirts and jackets. And to the readers in Nigeria, Editalo Designs will be featured on a new TV series called ‘The Making’. It is a show profiling 10 up and coming Nigerian designers starting late this summer on STV.
Photographer: Wale Photos www.walephotos.com
Make-up Artist: Amaka Consultants www.amakacare.com
Hair Stylist: Editalo Designs
Website: www.editalo.net
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