Medinah Oladunni: The Only Time I’m not Working is When I’m Sleeping

To call Medinah Oladunni a fashion powerhouse almost seems like an understatement. She’s one of Nigeria’s unsung ready-to-wear collections and bridal wears tailors. With a driven, talented, and hard-working team behind her, Medinah knows that the livelihood of many lies on her shoulders. Like a clockwork, the Creative of ApparelByMo takes on this unprecedented challenge with grace, poise, and wisdom. Oladunni talks to Adedayo Adejobi about her staying power

You studied mathematics at the University of Lagos and ventured into Fashion. How did you end up as a fashion designer?

I am a creature of circumstance, as a mum of two with a full-time job that takes me far away from home, I had to quit the 8am to 6pm job and get a job that was more family-friendly. This was what led me to fashion school, which has led me to become the fashion designer that I am today.

What inspired your love for fashion and a woman’s form?

I have always loved fashion from my little days.

What is your first fashion memory?

My fashion memory is when I learned to stitch in a homemaking class in secondary school. I remember going home to rip off some of my dresses to stitch back. Those were fun times. 

How would you describe your brand’s aesthetics?

Avant Garde

As a fashion designer, how would you define your role in society?

My role is to create innovative, sustainable, and expressive clothing that reflects the culture, values, and desire of women. ApparelByMo doesn’t just aim to dress women; it aims to empower them by creating jobs. My belief in the power of fashion to effect positive change is evident in every aspect of the brand. Our success can also be attributed to our strong community and customer-centric approach. We actively engage with our customer base, listening to feedback, and incorporating them into our designs and business practices. This collaborative relationship with our audience fosters a sense of belonging and loyalty among customers

What do women and their bodies represent to you?

The woman’s body represents beauty

You seem to have a liking for Vera Wang. Is she a mentor to you?

I love her fashion pieces and my favourite fashion quote is by her is “I want people to see the dress, but focus on the woman”

How is your work received internationally?

We actually have a lot of international customers who appreciate the infusion of traditional African designs with western designs.

Where do you look for creative inspiration?

In my opinion, inspiration comes from everywhere, it could be a beautiful sunset in the evening or sitting in the garden when the flowers a blooming.

Is it hard to stay innovative?

I will say it takes work and a lot of clearing of the mind.

How do you walk the line between being unique and having commercial appeal?

I am still trying to learn how to marry both, and I always need to remind myself that I’m not the only person wearing my designs. So, they constantly have to be inclusive. My collection is elevated. Within that, we try to suggest a certain modernity in lifestyle wear. There’s always an attitude – either athletic or seductive – even in the big-volume mass-market line, suggested in both choice of prints and silhouettes and fabric. We try to bring that philosophy to the brand. My collections are a testament to the brand’s versatility and creativity. We represented our latest collection which was showcased on the runway of Cheshire Fashion Week 2023 in the United Kingdom. From avant-garde streetwear that blends bold prints and unconventional fabrics to timeless classics that exude elegance, every piece tells a unique story. Each item in the collection is thoughtfully designed to appeal to diverse tastes and styles, ensuring that there’s something for everyone.

You’re both the creative and the business head of your company. How do you balance your time between the two?

It’s nearly impossible. Like they say uneasy lies the head that wears the crown, I tend to run the business during the day and I’m more creative after official work hours. There are people whose livelihoods depend on you. So, every decision I make, I consider whether it’s about my ego or the reality of the business. This is the civil war in my brain every minute I’m awake. That said, the industry is difficult. There’s a lot of competition. Honestly, I believe that as an entrepreneur, the only time I am not working is when I am sleeping.

As a designer, is it possible to create anything that you can imagine?

It is absolutely possible to create anything you imagine, for what you create to be wearable is another question.

 What are you fascinated by at the moment and how does it feed into your work?

I’m fascinated by my colours and shapes. And the recent collection reflects that.

What aspects of Nigeria’s fashion industry would you like to change?

What I would like to change is to actually teach people how to sew. The dress-making aspect of fashion designing is something I believe needs a lot of improvement. I am extremely particular about how the dress fits the lady wearing it.

What is the biggest lesson that you have learned since you started your company?

We have to work to keep the lights on.

Where do you see your brand in the future?

As ApparelByMo continues to grow and make its mark on the fashion industry, one thing is clear: our commitment to quality, inclusivity, and sustainability remains unwavering. With each new collection, I the team continue to push boundaries, challenge norms, and redefine what fashion can be. In a world where fashion is often criticised for its exclusivity and environmental impact, ApparelByMo serves as a refreshing and inspiring example of what’s possible. With creativity, dedication, and passion for positive change, this emerging brand will not just make waves; but will be making a lasting impact on the future of fashion.