Passion for fashion stirs me to be innovative — Lanre DaSilva Ajayi

Popular clothier, Lanre DaSilva Ajayi, talks about her career and the Nigerian fashion industry with MOBOLA SADIQ.

How did you start LDA?

After the completion of my studies in the United Kingdom, I returned to Nigeria shortly afterwards to start my career. With a background in Business Administration and an MSc in Finance, the ideal job I was looking for at the time was either investment banking or jwith the Nigerian Stock Exchange. I applied to various banks and institutions in Nigeria at the time. During the waiting period, I decided to keep busy by designing clothes for myself, family, and friends.  I was happy with the positive feedback I was getting from friends and family members that my creative designs were unique, different, glamorous and beautiful. Eventually, I got job offers from banks and other institutions in Nigeria, but the timing was far from perfect. I was pregnant and travelling and I had to defer the offers.

Meanwhile, the positive feedback I got from the fashion world could not be overlooked. It propelled me to critically re-evaluate my career path. My passion for the fashion industry was top on my mind. It was further heightened while I was in the UK. I developed love for vintage couture from shopping spots like Portobello market, London Vintage Fashion, Textile and Accessories Fair at Hammersmith Townhall.  I also attended short fashion courses in the UK. It’s my 14th year in the fashion industry and I feel at home with the fashion world, and had to let go of my banking aspirations.

 What do you envisage as the future of Africa design in the globalisation age?

African designers are now being appreciated, recognised and our clothing worn internationally by celebrities, which is a good thing. The international market is beginning to pay more attention to what Africans are doing, and how we are doing it.

We have many talents in Africa. It has to be rightfully utilised.  Our talents are not only innovative, but also passionate about the industry.

We already have many African designers doing great things and aspiring designers coming forth also. Time is what will fully integrate a city like Lagos into one of the





metropolitan fashion contemporaries like New York, Paris, Milan and globally.

You were quoted in a report saying fashion deserves to be invested in than football. Why did you say so?

I made the tongue-in-cheek statement a while back when I was a judge on a reality series for “Malta Guinness Game on Fashion vs Football.” I was clearly rooting for the fashion contestants to win, and throwing friendly jabs on the football contestants, as it was a game show.

What design shot you into limelight?

I can’t pinpoint a particular design as such. I, however, remember the feeling of satisfaction, pleasure and excitement I get when people warm up to my bold, different, 

classic and unique  designs, and keep coming back to shop for more. Recommending my brand as the go-to fashion house for distinctive clothing makes me happy and fulfilled in the work I do.

My passion for the fashion industry continues to be the key driving force that stirs me up to be creative, innovative, different and unique with my style and designs.

 What are the challenges that fashion designers face in Nigeria?

Some of the main challenges of the fashion industry in Nigeria are lack of power, infrastructure and capital to stay afloat and continue in business. This makes working conditions unbearable sometimes with high overhead costs.

Is the Nigerian fashion industry competing globally?

Fashion in Nigeria is booming. We are a society that embraces fashion, as we love to look good and dress up for every occasion. In Nigeria today, there are many new designers to attest to the growth of the fashion industry. This makes the industry lucrative and competitive. We can’t be ignored any longer as we have Nigerian designers making waves internationally and locally.

What’s your advice to aspiring Nigerian fashion designers?

I normally advise up-and-coming designers to be patient, persistent and work hard. They should never give up on their dream as success is not achieved in a day but over time.

What has been your greatest challenge in your business?

I strive hard to deliver the best customer service and experience to my customers year in year out as customer satisfaction is paramount to me.

Fashion like music evolves. Can Nigerian fashion designers conquer the world of fashion?

I believe we are in the right direction and power is in our hands. We can achieve great things in the world of fashion. Nothing is stopping us. 

 Have you ever thought of quitting the industry?

I have realised that nothing good in life comes easy. One has to be persistence, patient, put in the work, be steadfast and things will eventually work out.  That said, there were times in the past I was fed up when things were not going as smoothly as I envisaged. The
thought to pack it all in came. When this happened to me, I endured a little more and behold,  there came a light at the end of the tunnel. It gave me a sort of hope to carry on.

Some people have opined that Nigerians should wear more made-in-Nigeria products. What is your take about it?

I am quite impressed with the way Nigerians have embraced the fashion industry. In the

past, when people had a major event, they would travel abroad to buy outfits for the occasion. Things are different. Clients do come to me to request custom-made outfits to
take abroad for events.

Do Nigerians designers have what it takes to meet the requirements? 

We have a lot of creative people in the fashion industry that are passionate, and enthusiastic about the fashion industry. We are ready and slowly making our presence felt locally and internationally.

What mistakes should fashion designers avoid to remain relevant in the industry?

What works for one person, might not necessarily work for another. Experience is the best teacher. Learning from one’s mistakes can invariably make one be the best that one can be.

How do you pick fabrics?

I pick fabrics based on the designs I want to execute at any given time. However, I love Chantilly lace, colourful and bold prints that are exquisite and beautiful.

Do you agree that men are one of the best designers when it comes to dressing women?

This is arguable and depends on the preference of the individual. I agree that we have many exceptional male designers just as we have many good female designers, too. I believe the equation is balanced.

Are you grooming any of your children to follow in your career path?

I would give my children the liberty to follow any career path they choose. I will, however, stay close to guide them in the right direction.

Considering the increasing number of designers, do you fear you might lose relevance?

Every job has its own fair share of competition and the fashion industry is no exception. I am extremely passionate about the fashion industry and this is evident in the quality of my work. The LDA brand keeps being innovative, trendy, creative and stylish and making beautiful clothing women love to wear.  Competitiveness in the fashion industry is healthy and makes the industry interesting and stimulating which gives room for growth. 

What do you do for leisure?

I cook different scrumptious delicacies at home. My family takes precedence and my work is a close second. I plan my time well to fulfill my home needs, and work commitments too. I thank God for His grace. I relax and unwind by going to the spa, reading books, watching TV and spending quality time with my family.

One of my favourite places to shop is Florence Italy.

If you’re not a cloth designer, what career would you have chosen?

If I were not a cloth designer, I imagine I will be working in the Nigerian Stock Ewxchange, or a bank.

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