“Seamples Founder Chioma Inyang Talks Afrocentric Fashion, Cultural Heritage, and Global Reach”

Can you tell us a little bit about yourself and how you got started in the fashion industry?

My name is Chioma Inyang and I’ve always had a passion for creating and for fashion. I always loved the sewing classes right from primary school. Our “Needlework” teacher then would make us sewing dusters, handkerchiefs, arm rest, and when we became pros, we made pillow cases. In secondary school, I had a sewing kit that I had curated from my mom’s sewing machine. It contained hand needles, blue and white thread and buttons. I was the class alteration specialist.

Before I got into the university in Lagos, Nigeria, I went to Accra, Ghana to learn how to sew. The plan was to spend a month and be done with it but I stayed 8 months! I came back to Lagos the next year and got into the university quickly because that education is super important to me. I could work and school and so I enrolled in yet another fashion school and that’s when it started. Afterwards, I interned for a fashion house before starting my own brand, SEAMPLES.

Your wedding dress went viral last year. Can you tell us how that came about?

I still think about this and it’s mind blowing. I was prepping for my wedding and it didn’t even occur to me to pick a normal wedding dress. I had seen photos when I searched but it wasn’t getting my attention and I decided to wear what I’ve always wanted to wear, which is an Ankara dress. Fast forward to the wedding day, the event was over in a matter of 6hrs and a friend who couldn’t make it asked me to send her photos. I did that and went to bed.

I woke up a viral bride! She had posted the photos online and the dress was being talked about on major blogs. I was still trying to take it all in when the BBC called for a feature. It was all so surreal. I’m now more than convinced that one should follow their heart and stay true to themselves.

What inspired you to start an Afrocentric fashion brand?

I love the African culture, the food, the people, the weather. It’s almost like a beautiful work of art. As a Nigerian, I wanted to showcase that beauty and the diversity of our culture through fashion. I felt that we didn’t have enough representation of the African designs out there. When I started, it was mostly “occasion wears”. And then I started a lounge/urban wear line and it was a hit! I really wanted to change what we had in the market and I’m glad I contributed to that.

How would you describe your design aesthetic?

My design aesthetic at SEAMPLES is a fusion of traditional African fabrics and modern designs. I like to incorporate bold colors, prints, and patterns into my designs while also keeping them simple and elegant.

What is the creative process like when designing a new collection?

I usually start by researching different fabrics, patterns, textures and colors that I want to use in the collection.

Then, I sketch out my designs and work with my team to create samples. We make adjustments as needed until we have a final product that we’re happy with. I’m happy now that we have AR and AI. It means we would be able to cut costs on producing a physical sample and create a digital sample instead. I’m looking forward to seeing how the fashion consumers in Nigeria accept this digital phase.

Who is your target audience?

Our target audience is anyone who appreciates African fashion and wants to incorporate it into their wardrobe. Although our core clientele are between age 27 and 25. We have clients in Lagos as well as in the UK, US, Canada, and Denmark.

What sets your brand apart from others in the industry?

Our brand is unique because we combine traditional African fabrics with modern designs to create pieces that are both fashionable and culturally significant. We also prioritize sustainability and ethical practices in our production process. Also, our fabric fusion will make you spot a SEAMPLES piece from afar.

How do you stay up to date with the latest fashion trends?

I keep up with the latest fashion trends by reading fashion blogs, attending fashion shows, and staying in touch with other designers in the industry. Sometimes, I create trends. I remember creating a yellow Ankara dress with black and white stripe crepe fabric. It was a hit! I saw it everywhere. Blogs, Pinterest etc.

Can you tell us about a particularly challenging project you’ve worked on and how you overcame it?

One of our most challenging projects was designing custom clothes for a family that was burying their father. Aside from the fact that they all had different body types and fashion needs, I didn’t know how to merge fashion with grief.  I had to console them when they broke down or were lost in thoughts during the consulting sessions. My team and I had to work closely with all 16 people to ensure that the designs they chose were exactly what they wanted while also being extremely sympathetic and staying true to our brand aesthetic.

How important is sustainability and ethical practices in your brand’s production process?

Sustainability and ethical practices are extremely important to us. We source our fabrics locally and work with artisans who are paid well. I prioritize the wellbeing and safety of everyone on the team. For instance, one cannot handle the industrial cutting machine without a chain glove. We also prioritize eco-friendly production methods and strive to reduce waste as much as possible. Partnering with recyclers like artists, bag and shoe makers, etc has been a great way to make sure that we use every inch of every fabric purchased at SEAMPLES.

Apart from making and selling afrocentric clothes, what else does SEAMPLES do?

Oh great question! Seamples has two other arms. One is Blackshion by Seamples which is solely for black dresses. This arm serves our ladies in the cooperate world and sadly, people who need such dresses for funerals. The other arm is the garment manufacturing where we take on small scale production for independent or start-up fashion designers who do not have the capacity or the time to go through the process of designing, getting machinery, getting a space, hiring staff and managing the production process.

What is your ultimate goal for SEAMPLES?

My ultimate goal for SEAMPLES is to become a globally recognized brand that is synonymous with African fashion and culture. I want people to be able to walk into Macy’s, Target or even Sainsbury and get a Seamples piece.

How do you see the future of African fashion?

I see the future of African fashion as bright and exciting. As more designers like myself showcase the beauty of African culture through fashion, I believe that the industry will continue to grow and thrive. I truly hope that in the coming years, the industry gets the much needed support from the government and even other industries.

What advice would you give to someone who wants to incorporate African fashion into their wardrobe?

My advice would be to start with one staple piece like a skirt or pants(basically something you can pair with plains and mild prints) and build from there.

What advice would you give to someone who is just starting out in the fashion industry?

My advice would be to stay true to your vision and never give up. There is a market for every kind of designer. Find your market and stay in your lane. The fashion industry can be tough, but with hard work and perseverance, anything is possible.