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You are here:Home arrow Style Plaza arrow I have a problem with people spending so much on clothes - Joan Okorodudu
I have a problem with people spending so much on clothes - Joan Okorodudu Print E-mail
Written by O_be_ Lo_mo_   
Friday, 06 July 2007
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Joan Okorodudu
Joan Okorodudu
The name Joan Okorodudu, is synonymous with skin beauty, but the one time beauty queen no doubt is woman of many parts, she is into communication, skin care, and most recently, fashion designing. She took  the fashion world by storm recently, with the debut of her clothing line; House of Jola, a label that emphasizes the beauty in African clothing.

Just back from the UK where she was part of the Nigerian model awards crew that witnessed the Ford Super Model competition, Mrs Okorodudu shares her experience on the competition and reveals her plans for Nigerian models.

The Managing Director, International Business Consortium, one of the biggest dealers for Celtel, also talks about her clothing line and her plans to put Nigeria on the international fashion map.



How would you describe the experience at the last Ford Super Model competition?

The Ford Super Model competition was fantastic. I knew that Ify was going to be signed on,  before we left I said it. I told everybody she has got what it takes. There are a lot of models that actually have what it takes but Ify has so much confidence on the runway, I was so excited because when she got on the runway, you could see the excitement on the faces of people, even the owner of Ford.

She was like the new thing that has come out of Africa. During the camping, every girl that came from every part of the world loved her, she was like the Miss Amity and I was so proud of her because, though it was her first time on the runway internationally, when she came out, people thought she has been in modelling a long time. It was a fantastic experience, even when we went out into the city, she was admired by all. Ify is an asset to this country,  even Oluchi thought she was good, she took us out for dinner, we had a great time.

The experience was fantastic. I got talking to the owner of Ford, I asked why we are not having Nigerian clothing on the runway, she said 'let us see what you people can do, we haven’t seen anything from your part of the world.' So we are hoping that in the next model awards, we will be participating by not just taking a model there, but we will have some Nigerian designers on the runway. This year, they used the Australian designers.

If Ifeoma had all the  qualities that you expressed here,  why do you think she did not win and what is your view about the girl that won?

I think she is pretty. One  thing is that, in every competition, they know what they are looking for. This year, they were  looking for the really white, white skin and extremely very young too. But one thing about this people too, is that they also take the talent into consideration. Out of 47 nations that came, they took seven girls and Ify was one of them, that is a record for that girl and for her to come out of this country is something that is really good for us.

I remember the person sitting behind me saying that girl is a  gazelle, others said oh! and she is from Nigeria. The way she walked was amazing, she just lit up the stage as soon as she walked in. We know that out of this country there’s so much to be given.

Why did you decide to go into the fashion industry?

About twenty years ago, I opened a shop in America and it was all about African clothing, but that automatically closed when  I moved back to Nigeria. So this is like starting up from where I stopped. I decided it was time for me to get into clothes- making again and my target is AGOA (African Growth Organisation Act.)

We have done eight years already and we haven’t used the opportunity properly. I want to use the opportunity of the Black Expo that is coming up soon in America to showcase our clothing. We want to take our clothing, designed in Nigeria and with the influence of AGOA, go and sell out there in America because when you take it from here, you don’t pay tax on it, that is what AGOA is all about.

Thanks to Clinton, who felt that some African countries can bring goods out of Africa, take it to America and sell, that way, you repatriate this money and take it back to your country. I used to take African clothing to America and pay tax and all. The bottom line is that, this is the right time to do it because as long as it is coming from Africa, you don’t pay on it, but you make money.

That is number one  reason. Another reason is to make very cheap clothes. For instance, we will make clothes that people will buy for five or ten thousand naira, they will get good clothing, maximum finishing. We are working with mixed African and European fabric, we want a situation where a student in the university campus can carry an Akwete bag and wear Nigerian clothes and look good in  it.

Recently, I saw in the Vogue magazine, Nigerian fabric, made into English wear for nine hundred pounds. So we are in a continent that there is so much to do and explore. Why do we have to bring from there? We should sell our own there is something in the offing and I believe before the end of the year, I’ll be able to set up an industry where models will be requested from here.

I  want a situation whereby eventually, our models don’t have to go outside this country, they will be able to have a lovely house in Lekki, lovely car and then at the spur of the moment, they are outside the country doing a photo shoot somewhere and getting paid.

So you will eventually run a modelling agency?

I want a situation whereby models are not being paid peanuts, a situation whereby a model will be able to pay her rents. In America, you can have models sharing flats for instance, but, they should be able to buy their own car and do jobs in this country and not get used and dumped. We are working out some few things with Lexy Mojo, because whether we like it or not, he is an icon in the industry and I was happy that I actually went with them because when he stepped into the hall, everyone was like 'oh Lexy, Lexy,' it gave me  hope that out of this country, with little or nothing, the guy has been able to put us on the map.

That means you will be part of this year’s Nigeria Fashion Show?

Oh yes, definitely we are working that out right now, and if you see the models I am going to use, they are the top of the range models and we  will also go out there and scout for girls who are not in the modelling  industry right now, but they have what it takes.

There was a girl I saw in Warri recently and I was like; oh my God, that is a million dollar baby walking on the streets of Warri and I know that there are lot more girls out there where Ify came from.

Will you be competing at NFS?

No, just showcasing. I am not all about competition, I am somebody that has seen that there is a need out there and I want to get into it and get the younger people to get on it.

Talking about your clothing line, do you sew or you just create the  designs?

There is something about me, there is nothing I want to get into that I don’t think about properly. I will sit down and I will think about it.  I am a woman of many many parts. I sleep from 9pm in, get up at 3am and I am on the internet, my brain is working overtime, that is when I think. Then in House of Jola, which is the name of our label, we have young girls and boys that I have brought together, some of them can design perfectly.

I want to give opportunity to young boys and girls who have gone to Yaba Tech for example, they don’t have money to start, to be able to express themselves and also make money. I do not  sew but  I know exactly what I want and I put it on paper, but I can't sew. What I want to do in the fashion industry is to be able to bring people together under the same roof, because there are lots of youths out there who know how to cut and sew,  they are going to be part of it. What I am trying to do is export mainly, but for people who want to wear our clothes in Nigeria, ok.

What is your view on the Nigerian fashion industry?

Nigeria has come a long way and the designers have created  niches for themselves, some are haute couture, some are simple. There are lots of designers out there that have really done well and the Nigerian fabric has also taken a new turn. Decades ago, you will not see somebody who wants to wear ankara to a wedding, but now, ankara rules, thank God for this dispensation, nobody would have the ingenuity of using the ankara now. I have a problem of people spending so much money just to wear rubbish, all in the mane of designer wears. I am not that type. I don’t care how much money I have, you won't see me with those designer items, the only designer wear you’ll see me with will probably be my sunglasses and my wrist
watch.

Describe your personal style?

I wear very simple clothes. I am into simplicity really, mainly African wears. I am not a haute couture person, I like simplicity. I can use a jeans trouser mixed with an African fabric and turn out right. The most expensive thing I ever bought is my sunglasses. I have a passion for sunglasses and wrist watches.

How do you joggle your businesses?

I have capable hands that work with me. The skin business is a passion because you have to look good whether you like it or not. I am going to be fifty soon and I don’t have wrinkles. In the next ten years, I want to make sure I don’t have wrinkles. There are certain things I do to take care of my skin. I have good workers in the skin place,  I have a girl from Thailand, she just went on holiday for four months. I have a general manager, my personal assistant/business manager who  also runs my business down here.

What are your future aspirations for House of Jola?

My dream is for Jola to be known outside the shores of this country. I want a situation whereby you go to a shop in America and you find our clothing. The target is not really the high class. I will also start a credit system whereby, we will have our own ‘House of Jola’ credit card, so if you are making six outfits, for instance, we will  give you credit and allow you to walk away with the clothes as long as you have a job.
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1. Written by This e-mail address is being protected from spam bots, you need JavaScript enabled to view it on 27-04-2008 16:21 - Guest
 
 
A woman after my own heart!
My dear - you are so right about spending so much money on wearing rubbish. Also why can't Nigerian fashion/ fabric go from being exclusively haute coute and move in to the mainstream population on the street, in offices, factories and as official workwear for instituitions. What is wrong with Virgin Nigeria cabin crew wearing signature ankara up and down. I flew to Bangkok two yrs ago and the cabin crew wore their national dress throughout ...Food for thought.
  

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