By PETER ANOSIKE

Esther Alo, a Nigerian fashion brand who recently collaborated with a United Kingdom photographer and models from Nigeria and the UK to create a breathtaking fashion collection, themed “Afro-Western Collection at the Winslade Manor, Exeter, United Kingdom” has explained how dressing well enhances and influences people's quality.

Speaking in an interview, she said that nothing brings out an individual more than how he or she dresses. According to her, dressing always makes people to stand out in the crowd. “Wearing beautiful clothes improve one’s self-esteem and give him or her a feeling of self-confidence and importance,” she said.

In this interview, Esther Alo speaks on what inspired her into the world fashion designing, the challenges, prospects, as well as her desire to become a big player in the world fashion stage.

Kindly tell us who you are and what inspired you into fashion designing

Well, my name is Esther Alo. I am the creative director and Managing Partner of Esther Alo brand.

What really inspired me into fashion designing is that I came from a family of designers. My mother is into fashion designing so also are the other members of the family and even extended families. So, I grew up always beautifully dressed and people used to appreciate it. So, after my education, I decided to take the skill that is already existing in my family to another level. That was what gave birth to Esther Alo brand and today my designs are being worn across the globe.

The way you talk, it seems you are very passionate about this profession?

Certainly. Seeing people happy is very passionate to me and I have realized that dressing well makes people happy. Dressing well makes people look very elegant, radiant and confident. So, that is why I make sure that I give my clients the very best.

From the pictures of your designs, it seems they are only for the rich. What of the others in the society?

My designs are for everybody in the society. I know that good things don’t always come cheap. But I am mindful that all fingers are not equal. So, I design for every segment of the society. It is not really about the money. I like to see smiles on the faces of my clients. I like to see appreciation and satisfaction on their faces when they wear my brand. That is what makes my day.

How is the patronage under the current difficult economy?

Well, those of us in fashion designing are also being affected by the difficult economy. You know that people would first of all eat before they would want to look beautiful, so in the scale of human preferences, we are not number one. But the truth is that once you are doing a good job, you would be having patronage and Esther Alo brand is doing a great job in the fashion industry. We may not be flourishing or thriving but we are trudging on. By the grace of God our business has grown steadily and its collection is now gaining traction internationally. We now have a diverse clientele base, which makes potential business partners and collaborators get in contact with us. We also have had loyal clients over the years who recommend the brand to others, which has been unique and truly remarkable. Again, our quality and unique designs as well as excellent customer service delivery, have helped our brand to stand out from the highly saturated fashion industry.

How can one survive in the fashion industry?

To survive in the fashion industry, you have to be dynamic and flexible. Fashion is changing on a daily basis, so you have to be able to keep in touch with the trend. There is a saying in business that if you don’t evolve, you will go extinct. The saying is true of the fashion industry. Your eyes must be glued to the changing trends. If you snooze, you are out of the business.

What advice do you have for young Nigerians who want to go into the business?

The advice that I have for young people who want to become fashion designers is that they must not be in a hurry to start making money. They should first of all focus on delivering quality designs. They should also try to be humble. The key to success is continuous learning and improvement. When they become very good at what they are doing, then money would start flowing. But they have to be patient first to learn and understand the secret of the business. I have also realised that the most important skill for a successful fashion designer is creative thinking. Creativity in the fashion space typically entails a holistic understanding of customers’ needs which can be sometimes interestingly daunting and meeting them in a way that creates mutual satisfaction. Furthermore, they should be persistent and focus on the task at hand. Do what it takes to find and give value to what you love. Also, always make realistic plans.

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