Established seven years ago in London, Eyola Fashion House hallmark lies in 19th century Victorian heritage, an era attributed with championing innovation, flamboyance, art, invention, philosophy, craftsmanship, the birth of haute couture; all characteristics synonymous with the Eyola brand.
Its philosophy promotes women liberation from the constraints of mass production of luxury goods, thus bringing a much needed new perspective on fashion in line with fashion pioneers like Charles Worth, Paul Poiret, Gabrielle Chanel and Elsa Schiaparelli.
Here are excerpts from an online interview I had with Aloye Adede, the West African mastermind behind the bespoke tailoring bran.
What led to Eyola Fashion brand conceptualization?
A stubborn passion.
What was the inspiration behind the names Eyola & Femme De Rose?
Eyola is my first name ‘Aloye’ spelt backwards and Femme De Rose (soon to be renamed Eyola Customised) was created out of my fascination for both the Victorian era and roses (the crossbreeding of roses being an invention from this era).
I have always been a devoted fan of word games and puzzles from a very young age - scrabble being my all time favourite - and it so happens that anagram word games were created during the Victorian period. During my adolescence, I played around with the letters of my name ‘Aloye’ to create a new name ‘Eyola’ that became my nickname amongst family whilst growing up.
What of the Victorian Era fascinates Eyola?
Everything. It was an era that encouraged people to stand up for what they believed in (for instance the suffragettes movement), an era that promoted invention and creativity (everything from the sewing machine and fabric dyes to cameras and trains were invented during this time) and most importantly it was an era that played an important role in the abolition of the slave trade and slavery.
How many African countries is Eyola in, and how has the label been received ?
So far we have opened just one brick-and-mortar showroom in Nigeria and our contemporary style has been well-received. However, our online-based label Femme De Rose caters to a handful of African countries, including Kenya. Being very passionate about the Eyola brand, the focus is on quality rather than quantity. So I am happy to penetrate the market slowly in order to make a lasting impression.
What prompted entry into the Kenyan market?
Technically the brand is only digitally available in the Kenyan market. Women can design their own blazer jacket to their individual style and size using our virtual design companion on our website and the finished blazer is shipped to your doorstep. I am proud to be an African citizen, so it is important that my products are available in Africa.
What kind of woman embodies Eyola?
Strong, independent, confident women who embrace their individuality.
How do you intend to market to your target market?
My strategy is to just be myself and to be true to my brand’s philosophy and aesthetic. After all, the women we cater to possess the same traits that I do: individualism and ingenuity.
Will there be any collection showings in Kenya?
We very much hope to leave our physical footprint, not just a digitally one, in the Kenyan market in the not-too-distant future.
What is your perception of Kenyan style?
I am fascinated by the Kenyan traditional dress. The rich details - the drapery, the embroidery and the accessories. My favourite article of traditional Kenyan clothing is the Khanga, especially its colourful prints and how it combines fashion with words of wisdom. Similarly, my fashion label celebrates bold colours and each capsule collection is inspired by inspirational words.
What does Eyola perceive as differences and similarities between East and West African fashion?
With regards to traditional dress, the similarities lie in the kaleidoscope of colour and the distinctive signature prints.
The differences lie in the accessorising. I would say West Africa (especially Nigeria) favours more minimalist and classic jewellery whereas Kenya favours eclectic accessories.
As for modern fashion, both East and West celebrate the past and the present by mixing traditional wear with modern fashion to create a new contemporary style altogether. I believe this is why so many international brands have found inspiration from Africa, using the continent’s traditional dress and prints to create modern sought-after clothing.
What are Eyola’s best selling pieces?
Our design-yourself tailored blazer jackets.
In terms of popularity, Eyola or Femme De Rose. Why?
While both lines share the same vein, they are separate entities. Eyola specialises in contemporary ready-to-wear fashion with a focus on cocktail dresses, evening gowns and bridal wear. On the other hand, Femme De Rose specialises in classic wardrobe staples for everyday wear. So both lines are complimentary, focusing on providing women with a variety of styles for all occasions.
How was your Alexander McQueen intern experience? Any other designers that you interned with?
Training at world-renowned fashion houses such as Alexander McQueen and Wale Adeyemi made my childhood dream a reality. Although I knew my soul belonged to the art of sculpting fabrics onto the female form, experiencing the business side of the apparel industry gave me a broader perspective of fashion.
Favourite designers?
Thierry Mugler, John Galliano and Paul Poiret. They stood in a category of their own, unafraid to take risks and stubbornly refused to follow the crowd.
What is your fascination with the number 8?
The number ‘8’ has become a fundamental part of the brand’s philosophy. The Eyola brand was set up in August 2008 and each silhouette is created as part of an eight-piece capsule collection called an ‘octette’; a new fashion term I created inspired by one of the Victorian era’s most iconic item - the corset, which creates an hourglass figure-8 shape.
The number ‘8’ naturally became the brand’s number. It wasn’t a carefully thought-out plan, it just happened organically.
Any other future brands in the works?
I have other creative ideas, but right now I am putting all my creative energy into Eyola brand.
You’ve received awards and recognition for your work such as ‘Vogue Italia’s Emergent Talent’ & ‘Most Promising Designer’ by African Fashion International, how does that feel?
It is an honour to be recognised for my art and my efforts.
How would you describe your personal style and what fashion item can you not do without?
A style that is dependent on my mood, not over-thought, is original and not dictated by the latest fashion trend. If I had to choose just one item, I’d say a vintage fur stole.