Mobola Akinrutan is the CEO of Login Fashion House, known for her fascinators, accessories and her clothing line. In this interview with Yetunde Oladeinde, she takes you into her world and the things that inspire her.
YOU are great with fascinators, how did this begin?
It is a very interesting story and something that I stumbled on. I had a party and my makeup artist was running late. So, I had to wear a wig and that was what inspired me to think about them. After the party, I went online and did a course.
That was a great eye opener for me and it led me into exploring the opportunities here. That was the beginning and if you check our collections you would be amazed at what we have; a variety of awesome styles to fit various looks. That actually took us into another phase in the business and we have now moved more into photoshoot, which is also very interesting.
Which fabrics do you love working with?
The fabric you work will naturally bring out the creativity in what you do. I love to work with our very own ankara.
What inspired you to go into the fashion sector?
It is something that I am very passionate about and I would say that the journey has been interesting for me. I create, design and style. I love to express myself through my styles and design. Looking back to when I started, I would say that it has been a great learning curve for me.
Along the line, I have also discovered that the fashion industry is fast paced, exciting and full of creativity and glamour. To be able to express my passion, I have to discover and rediscover myself on a continuous basis. That makes it very exciting with new things coming up all the time.
What inspires and drives what you do?
Transformation comes when your outlook stands out. That is what you get from a good designer or clothier. So, from the onset, my focus was to transform lives positively. So, my desire was to make a positive impact in my country by making fashion simple, effortless and chic.
What was it like at the beginning?
At the beginning, I always knew that I wanted to carve a niche for myself. I wanted to be an independent designer, be sought after when it comes to luxury fashion concerns, especially in the middle market segment and retail chains. Those sectors were hard to balance in the beginning, but gradually that challenge was surmounted.
What were the challenges encountered?
Usually, I get inspired by the challenges around me and create solutions from this. Like every sector, fashion has its own challenges but I was not deterred because I knew where I was going. However, looking back, I would say that personnel can be a big challenge. If you don’t have the right hands, it can slow you down.
Tell us about your designs and your achievements
Our designs are high on creativity and embellishment. That is what makes them stand out and be different from others. Something you see and you just want to have for keeps. This is possible with our excellent drawing ability, fine eye for details and strong visualisation skills. In addition to all these, I would also say that we have an edge because of what I call a sharp business sense.
Each time I look back to when we started, I get motivated in different ways. Designing has therefore given me a platform in the African fashion space and I am proud of my label, especially when I see it on people.
For achievements, I would say that satisfying our customers is very important for us. We have a great desire to showcase our designs in the international space and put Nigeria on the map in a unique way.
Tell us about some memorable moments as a designer
There has been a number of memorable moments for us at Login and they include participating in shows as well as moments when my customers talk about my label (Login). They recommend it, and prefer it.
How would you classify your designs? Let’s talk about what makes them different.
It is a collection that takes different people into consideration and we have something for everyone. In the collection, you find that my design cuts across formal and causal wears. And the embellishment part combines with the ability that I sketch my styles out myself.
What are some of the other things that occupy your time?
I love to talk to people and motivate them in some of the other areas that I have interest in and knowledge about. That is also inspiring because that way, they learn from me and I also learn from them too.
Who or what do you consider as the greatest influence in your life?
My parents have been two of the biggest influences in my life. They have values that I admire and I am proud of them in so many ways. In addition, I also have a great influence on myself and this has helped to motivate me at the different phases in life.
What lessons has life taught you?
The biggest lesson life has taught me is that success is no accident. It is about hard work, perseverance, learning, studying, sacrifice and most of all, love for what I am doing.
Who are the people you admire?
My parents, and my supervisor, Jane Riley, was an inspiration for me. She has a tremendous moral compass. If something appeared morally questionable, she taught us to lean towards the right thing to do. She was right as it strengthened our relationship with clients and benefited everyone in the end.
If you had to advise Nigerian designers, what would you tell them?
They are really doing well and I am inspired by the things that they are doing. Nigerian fashion is really setting a pace on the global scene and there is still a lot to do. So, I would tell them to continue to give their best in the industry and put God first.
Where do you hope to see your brand in the next few years?
Our dreams and desire is to help project Nigeria positively on the global scene, impact our world and be reckoned with. In addition, I see worldwide sales and to be relevant in different ways. And to give back in employment and training.
What are some of the changes that you would like to see in the fashion sector?
To make the sector stand out, I strongly believe that staff and electricity to drive what we do is very important. So, having constant electricity would therefore go a long way to make things better and boost our productivity.
What are the things that you would not do in the name of fashion?
Have products that have unique quality is something that would make our products compete favourably with our competitors all over the world. I will never compromise my standard and that has really worked for me. Also, tell us about the other things that occupy your time
I am into food and that is something that I find very exciting and interesting. I only do food in packs by supplying to events, church programmes, offices and party take aways. Login meals, interestingly, has carved a niche for itself and that is a part of my life that I have found to be evolving in different ways.
I must say that I am a woman of many parts and sometimes, I don’t even know where I get the energy from. I just got to start my hair line. This inspiration also came when I decided to do more of wearing wigs. So I invested in it to share it with people around me, and enjoy the goodness. That has also opened up a number of opportunities that are exciting and the brand is known as Loginstyleme.
That is not the only thing. I am also into farming. I have a fish farm and we rear catfish and I also do chicken. My farm is in Lagos and it is called Tyelog Farms.
How did you coin your brand name?
When I moved back to Nigeria, I was trying to get into the fashion industry and also back into the system. And after a while, I decided to use login and I matched it up with the line am in: Login House of Fashion.
Tell us about life before fashion
I studied Accounting and I practiced with my dad in Obat Oil and Gas for about three years. My dad wanted me to stick to the oil and gas industry but I wanted to be on my own. I opted for fashion and he supported me because he is also someone who loves to look good; he is very fashionable. Leaving Obat was a big challenge. I sent in my resignation letter but it was not accepted. So, I had to leave unannounced for the UK.
The experience has been good, interesting and very encouraging. The name of my outfit is called Login House of Fashion. I showcase children’s wears and I am working more on the English look. I started with my daughter initially; that was before I got the support of my family. The most creative part of my business is the children’s ready-to-wear clothes, and parents are usually excited when they see the things in our collection. They are English designs but I work with African fabrics.
Now the business has taken shape and I have the support of my family, friends and clients. While I was in the United Kingdom, I went for a fashion course and it was a great eye opener for me. I did just the theory part and didn’t do the practicals because it was a bit challenging. So moving back to Nigeria, I did the practical thing here.
How would you assess our designers today?
My design is a crossword. I have just moved more into ‘SBSL’: Simple But Stylish Look.
Are there new areas that you would like to go into?
Yes. I am an entrepreneur who is opened to so many things. Now, I am thinking of going into properties.
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