Artist and former Director of Alliance Française, Mrs. Olaide Turner-Moyet, recently formally launched her fashion brand, Ijimo, describing it as a platform to promote African heritage through wearable art.
Speaking at the official unveiling of the brand which took place at Arnheim, Onireke, Ibadan, Turner-Moyet said Ijimo represents years of creative exploration rooted in cultural pride and artistic expression.
According to her, the passion for fashion began in childhood when she experimented with redesigning clothes using scarves, skirts and other fabrics.
“I have always been fascinated by creativity. Even as a child, I would transform pieces of clothing into new styles. That imagination stayed with me,” she said.
She explained that although she had considered launching a fashion label as far back as 2005, other professional commitments delayed the project. However, she continued producing handmade items privately, including bags, T-shirts made from locally sourced cotton, slippers and hand-beaded accessories.
Turner-Moyet said the decision to formally unveil Ijimo followed about three years of structured production and growing confidence in the brand’s identity.
The name Ijimo, she noted, was inspired by reflection on an indigenous name, which she interpreted creatively to mean “a storm of knowledge” and “deep knowledge.”
“As a creative person, ideas come constantly, but creativity also requires depth and understanding. Ijimo represents cultural consciousness and pride in Africa,” she said.
She added that her designs prominently feature traditional Aso-Oke fabric combined with contemporary styles to create modern outfits and accessories.
“I strongly believe in promoting what is ours. We should not see foreign brands as superior to what we can create locally,” she said.
Turner-Moyet described Africa as a source of global creative inspiration and urged young Nigerians to embrace their identity confidently.
“The energy among young people has shifted positively. They must take pride in Africa and be good ambassadors wherever they find themselves,” she added.
The launch event was attended by friends, former colleagues and supporters from different professional backgrounds, some of whom travelled to show solidarity.
Olaide Turner-Moyet expressed appreciation for the support, noting that launching the brand publicly required courage.
“I have been producing in the background for years, but now it is time to share this vision with a wider audience,” she said.
She described Ijimo as more than a fashion label, but a cultural statement aimed at reinforcing African identity through art and design.
