NYȮSI
For our first edition we hung out with the creative director of Nyosi and spoke candidly about creativity and the business of fashion.
ARENI Attire | June
Who’s the girl you had in mind when you started Nyosi?
I had the typical fashion girl in mind. Someone who wants to look good without having to break the bank. I wanted to create a brand with minimalist designs that are affordable and easily accessible.
What’s your creative process?
It usually starts with music. I listen to a lot of music. Sometimes it starts with a fabric. And like most people, I love Pinterest. When I can, I also travel for inspiration. Or go to libraries. I love to study and reference. A lot of people don’t know I went to fashion school too.
What’s your favourite fabric to work with?
My favourite fabric to work with is actually taffeta. I don’t use it a lot because it’s not very breathable and we’re in a tropical country. Everyone also knows I love a good gingham print. I’m obsessed with gingham! And I love linen.
What inspired your latest collection?
The beach and summertime. I really wanted the pieces to be easily wearable.I wanted you to be able to wear the pieces to the beach, then straight to dinner or the club. I had in mind holidays in Cannes or Ibiza, where your day flows naturally into the night. So the collection was really about versatility and having fun.
What’s one dream or goal for the brand you haven’t achieved yet?
One of my biggest goals is to see Nyosi stocked internationally. I’d love to see my clothes in department stores like Selfridges, Harrods, John Lewis or even on ASOS.
What’s been the biggest surprise in your journey so far?
Honestly, that people genuinely love the brand. It still surprises me when people tell me they’re a fan of my designs. I remember two girls came up to me in London once and told me how much they loved Nyosi. It made my day. I never want to get used to that feeling because that’s when you start taking people’s support for granted.
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"I really wanted the pieces to be easily wearable.I wanted you to be able to wear the pieces to the beach, then straight to dinner or the club."
How have you been able to balance your creativity with commercial viability?
It’s not easy. Speaking candidly I actually lost a lot of money last year. One thing I learnt was to follow the data and really listen to my clients. As creatives, we always have these big ideas and want to try new things, but if you’re building a business, pay attention to what people actually want. So now, if I’m introducing something new, I try to build on styles my clients already love. That way, I still get to be creative without losing sight of what works.
What’s your ideal weekend in Lagos?
Spending time with my girls and just gossiping.
I love that.
What’s one lesson you wish you’d learnt earlier?
Listening to my clients and following the data. If you’re starting a business in fashion, please follow the data and don’t stray too far away from it. Not paying attention to what your clients want will cost you money that can seriously harm your business. Thank God we’re still here!
ARENI Attire is an editorial series spotlighting the people behind the brands you’ll discover on ARENI, who are shaping contemporary Nigerian fashion.