Blending Traditional Culture with Contemporary Fashion.
Frayed edges, bold prints, and vibrant colours define Abigail Ajobi’s “Anti-Muse 2,” a sequel to her captivating Spring/Summer collection that merges Nollywood nostalgia with Nigerian youth culture. This new collection embodies the rebellious spirit of the Alté subculture, enriched by the cinematic allure of early 2000s Nollywood.
Traditional Adire prints are reimagined and skill-fully integrated, blending cultural heritage with contemporary fashion. Ajobi’s dual identity shines through, merging her Nigerian roots with her British upbringing to reflect London’s multicultural heartbeat.
“‘ANTI-MUSE 2’ is a testament to the evolving dialogue between tradition and modernity. It’s a celebration of the harmonious coexistence of cultural elements, reflecting the dynamic interplay of early 2000s Nollywood film and vibrant Nigerian youth culture,” says Abigail Ajobi.
Prepare to be captivated by a collection that showcases exquisite fashion while telling a compelling story of cultural fusion and creative innovation. In anticipation of the new collection, PAUSE had the exclusive opportunity to speak with Abigail ahead of the launch. The collection, out now, is available on itsajobi.com.
Fashion often mirrors cultural and societal changes. How crucial is it for your designs to address or reflect current social issues?
With my designs I speak about topics that are true and authentic to me as an individual. Being authentic and true to myself is what fuels my creativity, motivates me to be consistent in my practice and is what I believe will drive the longevity of my business.
Your designs often reflect a rich tapestry of your Nigerian heritage and tradition. How do you draw inspiration from your cultural roots, and in what ways do you blend these elements with contemporary fashion to create something uniquely your own?
I’m Nigerian, Yoruba specifically but I’m also very London so the fusion between the two comes naturally. Combine that with being a ‘Gen-llennial’ and that’s where tradition meets contemporary. Everything is organic for me because I am true to myself.
How do you approach the creative process when designing a new collection, and how does that process evolve as you prepare for major events like London Fashion Week?
For me the collection always develops from a feeling often reflecting my state of mind at the time. it is situational which is why I always create a film for each collection to articulate and elaborate on the concept. From my first collection ‘those who don’t… hear my feel’ : just coming out of university being driven by my mission to “change the world” to my second collection ‘Tier 2’ where we were all consumed by the effects of lockdown. Then my parents love story: being so in awe of love, who my parents are as individuals and also who they are as a couple. All the way up to now with ‘ANTI-MUSE’: a time where I’m in a rebellious era but also delving into my identity more as I grow both in age and in experience. The process then evolves from concept into business and commercial viability, more so now than in my earlier collections. Taking in to perception the customer and who’s at the receiving end of the product whilst still keeping the integrity of the creative concept at the heart.
When you embarked on creating your brand, what unique mindset or perspective set you apart from others in the industry?
Being aware of but not focusing on others in the industry. Instead using my focus to consistently improve the brand and enhance the business. ‘Comparison is the thief of joy’ and it’s not sustainable.
Collaborations between designers and other creative fields are increasingly common, especially with the rise of music-appointed creative directors. If you could collaborate with any visionary in the world, who would it be and why?
Without specifying to much; we are definitely moving the brand in a more community based direction with brand partnerships and collaborations and we would love to keep doing this across the market of fashion but also in music, entertainment, lifestyle, beauty ect. with more brands that are experts in their fields and also with individuals that speak to the ethos of the brand Abigail Ajobi. We are open to all great partnerships!
Your brand’s ethos emphasises sustainability and the incorporation of eco-friendly practices into your design process. What steps do you believe the luxury streetwear sector must collectively take to become more environmentally conscious?
I think it all starts with consideration. Being considerate in your practice. Doing thing to make your environment and community a better place not only for ourselves but for those that will come after us.
As a trailblazer in the luxury streetwear scene and a recognised talent to watch, what advice would you offer emerging designers aspiring to enter this niche?
Firstly, always be true to yourself. Authenticity breeds longevity!
Next, know your ‘Why’ and your ‘What’ this will fuel you. ‘Why am I doing this?’, ‘What difference do I hope to make?’, ‘What is the goal?’
What key lessons have you learned that are essential for success?
I’ve learnt:
FAIL FAST: ‘failing fast’ is a great thing. It helps you to learn from the process and build something better.
DON’T BE DISCOURAGE BY A NO: Eventually you’ll get a yes and sometimes a no is a ‘not right now but let’s see what you do next’.
GROUND YOURSELF IN GOD AND PRAYER: gratitude and stillness is important to help you appreciate and enjoy the journey.
ALWAYS BE CONSISTENT: Keep going despite the hardships that life and business will enviably throw at you.
