5 MINUTES WITH OBIAGELI MADUWUBA
Obiageli Maduwuba is the creative director of distinctively fashion brand Bijelly Couture who recently released her Golibe Collection. The collection comprises of luxurious fabrics such as 3D damasks, exotic laces with a blend of exquisite silk fabrics to accentuate any feminine silhouette. The richness of the collection doesn’t just stop at the corridors of its fine details but it is bound to stir joy in every woman wearing and staring at it. Simply put, Golibe is not just an item of joy but a work of art. Style Correspondent Mojisola Allen met with her as as
she unveils her present and future plans for Bijelly.
Tell us a bit about yourself?
I’m the creative director of Bijelly Couture- a fashion forward company focused on creating timeless pieces for the confident woman. I’m a Lawyer by training, who was called to the Nigerian bar over a decade ago. A wife to a very supportive husband, and mother to three great children. I’m a female enthusiast- very passionate about everything female-whether it be raising them or clothing them or their overall development. I’m part of a female networking group dedicated to this course.
Bijelly Couture (BC) has been in existence for quite a while now, why has it been operating under the radar?
A couple factors played a part in my operating under the radar. First of all, raising a family is quite demanding and also trying to build a competent work force to enable me meet up with the demands such publicity brings. To shed further light, the Bijelly brand had been part of several fashion shows in the past and the demand was amazing, indeed this made me focus on having a stronger back end before re-launching my brand; I can now confidently say we can meet whatever demand comes our way.
Your first come back collection had the theme Kilibe (keep looking). Was this directed at naysayers, being that you were no longer seen as active?
It wasn’t necessarily directed at naysayers, Kilibe in Igbo literally means ‘keep staring’... the collection was uniquely crafted to ensure it elicited not just a glance but a stare.
Who is the BC woman?
The BC woman is one who is stylish, confident classy and not afraid to be noticed, because you can hardly go unnoticed in a BC piece. I chose her because you need those qualities to carry off a Bijelly outfit.
The BC brand has seen many loyalists stick to your style over the years. What is it about your creation that has kept them coming back?
Relevance, timelessness. My clients often tell me how relevant they find their Bijelly pieces to be no matter how old. I recall looking at a friend’s picture in a Bijelly piece made over a decade ago and musing at how save for her makeup, it could have been a picture from any party today. To be honest, it’s hard to go unnoticed in Bijelly creation and also the quality and the fit they get from a Bijelly piece to mention a few is what keeps them coming back.
How would you describe your works?
My creations are dateless, stylish; my clients often find their old Bijelly outfits relevant till date.
What would you say inspires you? Fabric or trends?
I would say both which is why I work well with almost any type of fabric and can translate it into a current trend.
Which fabrics appeal to you the most and why?
I love novelty fabrics because however simple the style of a dress is, it still comes out looking very nice although they are not very easy to handle because of their delicate nature.
What is your signature style?
Our style is structured, very feminine pieces that celebrate womanhood, being a woman is so powerful, one must carry it with humility but confidence.
Tell us a bit about the Golibe collection.
Just as the name depicts Golibe is to be continuously joyful and that is how you will feel when wearing the pieces from this collection and in fact any Bijelly piece. It’s a collection which consists of luxurious novelty fabrics like the damasks and laces and transitions to simpler fabrics like the Ankara created into exquisite pieces that are bound to delight even the simplest woman.
What more are we to expect from Bijelly Couture years from now?
Bijelly’s aim is to remain very relevant in fashion by constantly coming up with ideas that will make the brand remain relevant. For instance the prêt a porter Bijelly is fast growing and might eventually start a female kids and teens line in the nearest future.
Our style is structured, very feminine pieces that celebrate womanhood, being a woman is so powerful, one must carry it with humility but confidence.