Nigerian Fashion Entrepreneurs Urged to Promote African Heritage at Ibadan Urban Fashion Week 2025
Nigerian fashion brands, entrepreneurs, enthusiasts, and models have been urged to adopt a global perspective in their endeavors, utilizing their platforms to promote Nigerian and African culture and heritage.
This call was made on Saturday in Ibadan during the fourth edition of the annual Ibadan Urban Fashion Week (IUFW) 2025, themed ‘Promoting Growth of Fashion in Africa.’
Olasoji Awofesobi, a fashion entrepreneur and the convener of IUFW, explained that the core purpose of the event is to redefine African fashion and present Nigerian urban fashion culture to the world, allowing other cultures to appreciate Nigerian fashion and its wearers.
Awofesobi further emphasized that the event aims to provide a platform for emerging fashion designers, enthusiasts, creators, and brands to showcase their talents, acquire new skills, and exchange experiences.
“Fashion is more than just clothing and designs. It encompasses the creative, business, branding, and networking aspects that many fashion entrepreneurs need to understand. This is why we are organizing workshops, panel discussions, runway shows, and networking opportunities,” he noted.
In her keynote speech, Dr. Tinu Smith, founder of Datina Designs and a business coach, declared that Nigeria is the trade hub of Africa because everyone desires to wear Nigerian-made fashion.
Smith highlighted that the potential and global recognition of the Nigerian fashion industry are rooted in its rich cultural heritage, diverse traditional textiles, and its financial impact, which she estimates to be worth billions of naira and a key contributor to the nation’s GDP.
Discussing the challenges faced by fashion business owners in Nigeria, she advised Nigerians and Africans to focus inward and begin supporting locally-made clothes and fashion products to boost local fashion entrepreneurs.
She also encouraged fashion entrepreneurs to perfect their craft, gain a deep understanding of the industry, and utilize technology to enhance their brands, telling their stories through fashion in a meaningful way. She stressed that, with commitment and advocacy for Nigerian culture, success in the business is achievable.
Omolola Elsie Oluwale, a human resource expert and founder of Lighthouse HR, provided insights on the strategic and planning aspects of the fashion business, advising fashion entrepreneurs on how to craft effective business plans, secure funding, hire top talent, and sustain their businesses and brands.
Oluwale stressed that any business, including fashion, requires a business plan to ensure a clear direction and profitable outcomes.
Motolani Akintayo, a clinical psychologist and advocate for female empowerment; Chisom Mabia, a social entrepreneur and co-founder of Women Initiative for Family Entrepreneurial Empowerment (WIFEE); and Gwendolyn Oshoniyi, an author and media consultant, also shared their expertise during the event, offering valuable advice in their respective areas.
A panel session titled ‘Brand Owners and Mental Health,’ moderated by broadcast journalist and event compere Catherine Adeogun, addressed the mental health challenges faced by entrepreneurs. Panelists included Awofesobi, Dr. Smith, Oluwale, Mabia, Oshoniyi, and Akintayo.
The panel emphasized that the entrepreneurial journey can be stressful and isolating, often leading to mistakes that, if not addressed, can result in mental health issues. They highlighted the importance of regular conversations about mental health, noting that the severity of the condition depends on how it is managed, not the circumstances causing it.
To combat stress and mental exhaustion, the panelists advised brand owners to seek strong support and mentorship, maximize personal and family time, build positive relationships with staff and clients, and protect their peace from negative influences.
The event featured 15 exhibitors showcasing their products, with eight designers gracing the runway. The occasion was attended by models, fashion entrepreneurs, and fashion enthusiasts.
Awofesobi concluded, “The runway was a resounding success. People were thrilled, and it significantly boosted the visibility and patronage of the designers.”
