By Rotimi Agboluaje,Ibadan
On a warm evening filled with anticipation, creativity and quiet confidence, Mrs. Olaide Turner-Moyet stood before friends, colleagues and supporters to formally unveil what had long lived in her imagination: Ijimo, a fashion brand she describes as “ethnic wearable art.”
For Olaide Turner-Moyet, an accomplished artist and former Director at Alliance Française, Ijimo is not a sudden venture. It is the culmination of decades of silent experimentation, cultural reflection and artistic evolution.
“Even as a child, I was redesigning clothes. I would take scarves, skirts, trousers and transform them into something new. It was my way of playing with imagination,” she recalls with a smile.
That childhood curiosity never left. Over the years, while building a professional career in arts administration and community-based creative programmes, she continued to design quietly in the background. She made handcrafted bags, 100 per cent cotton T-shirts sourced locally, palm slippers, sling bags and hand-beaded accessories, each piece carefully created by hand.
Though she once toyed with the idea of launching a fashion brand as far back as 2005, life and career priorities delayed the dream. Yet the passion persisted.
“I was always producing. I just wasn’t confident enough to put it out there,” she says.
That confidence has now matured into purpose. The brand name, Ijimo, emerged from reflection and reinterpretation. Inspired by the name of a friend’s hometown, Turner-Moyet began to meditate on its deeper meaning. Unable to find a clear definition, she created one that resonated with her artistic philosophy.
“I see it as a storm of knowledge and also deep knowledge. As a creative person, ideas come constantly , like a storm. But creativity also requires depth and understanding,” she explains.
Ijimo, therefore, represents more than fashion. It is about cultural consciousness, intellectual engagement and African pride. Her designs prominently feature Aso-Oke, which she combines with contemporary fabrics to create modern silhouettes. Years before formally launching the brand, she had already begun fusing traditional textiles with T-shirts, handbags and accessories, blending heritage with modernity.
For Turner-Moyet, this is more than aesthetics. It is legacy.
“I strongly believe I embody the creative traits of my ancestors. Perhaps some of them worked with textiles or craftsmanship. I feel I am continuing that story in my own way,” she says thoughtfully.
At the heart of Ijimo lies a bold message: Africa is not secondary in the global creative conversation.
“Givenchy is not better than what we are doing. We must use our creative energy to reinforce what is truly ours,” she says firmly.
She describes Africa as a “prototype”, a source from which global inspiration flows. Others may reinterpret and refine, but the origin remains rooted in the continent.
For her, launching Ijimo is both a personal milestone and a cultural statement. It is a call for young Nigerians to embrace identity without apology.
“The energy has shifted positively. Young people must take pride in who they are and be good ambassadors wherever they find themselves,” she notes.
The official unveiling of Ijimo was more than a fashion launch; it was a celebration of community. Friends, former colleagues and creative collaborators gathered in support, some rearranging travel plans just to attend.
Launching the brand publicly required courage, she admits. Naturally reserved, Turner-Moyet had long kept her creations within a select circle of clients. Now, she is ready to share them with the world.
“This is a reawakening. It is time,” she says softly.
As applause filled the arena of the launch on Valentive Day at Onireke, Ibadan and conversations hummed with encouragement, it became clear that Ijimo is not merely about clothing. It is about storytelling, weaving together heritage, artistry and identity into pieces that can be worn, seen and felt.
From childhood experimentation to a fully realised fashion house, Olaide Turner-Moyet’s journey proves that sometimes the most enduring creations are those patiently nurtured in silence, until they are ready to step boldly into the light.
