‘My Nigerian culture is part of how I express myself’ – Abigail Ajobi
London-based designer Abigail Ajobi was influenced by the love story of her parents for her latest collection, where they met on a flight between Lagos and London.
The 25-year-old used references in her work, like her mother’s favourite Yoruba saying, and placing her dad as a figurehead on an imaginary currency.
She said: “My culture and my designs are just part of who I am and how I express myself.”
She also spoke to BBC Africa about how she thinks that more black designers are making it into the fashion industry and the expectation of African parents from their children.
Abigail Ajobi was founded in October 2020, with the brand’s ethos based on the spread of social awareness, community, and sustainability. Each collection donates part of the profits to support a charity/foundation pertaining to the theme.
Sustainability is at the heart of this brand. “Sustainability is not only about being ‘green’ but the part you take to preserve life and uplift your community.” Using the ‘convertible’ clothing functionality limited quantities are produced from eco-fabrics whilst investing back into the UK’s craft industries by sourcing local services. Placement prints are not used which makes each piece unique to the individual and also helps to reduce waste.
Video produced and edited by Maisie Smith-Walters Filmed by Ameer Ahmed