Gabby Ibeanusi the first face of Gulder Ultimate Search, is a successful model and has a clothing line known as Twelve O6.In this interview with Yetunde Oladeinde, he takes you into his world.
WHAT is the 2015 collection like?
The 2015 collection is a galaxy of creative master-pieces focusing more on that individual who wants more than just wearing clothes but yearns for that outfit that is creatively different from the regular. He pays attention to the finishing, fitting, colour selection, and above all matching his overall personality. This collection promises superlative designs that will leave you in disclosure/bolt from the blue. The 2015 “Style your vision” Collection will be modelled by top celebrities.
The collection will comprise two categories Jazzy-man and the Dominant-man.
The jazzy is for the confident man who doesn’t necessarily want to show off but wants to be stylish in the way he dresses in a subtle manner
The dominant-man is a mix of colours, patterns and designs that stand you out and registers your presence anywhere you go. The dominant makes a statement with his style and consciously draws admiration from all and sundry. The dominant-man “simply” gives you a celebrity look.
How did you get into the fashion line?
It’s a long story. The story has spanned over a decade. I stumbled into fashion first as a model because I had a successful modelling career haven done well in both photography and catwalk. I did a couple of fashion shows , photography and I was able to stand out. I was able to represent a number of brands. First and foremost, one of the jobs I like to talk about is the Gulder Ultimate Search. I was the first face of the Gulder Ultimate Search; I wasn’t the winner but I was the face that they used to unveil the brand.
How did it happen?
Then I was a model and there was an open call from Insight Communications. The first casting I went for, there were over 2000 people from different parts of the country and were shortlisted and I emerged as one of the first ten. Finally, I was shortlisted as the major face.
How did you feel about it?
I felt so good. That period was called the poster era. Not like what you have now that they do not get to see posters around. My face was all over the country and it was one of the most interesting jobs that I did. I saw myself in a different form, then the commercials around the field. It also helped me to look better. They worked on me and did a TV commercial on me. I had to go into the gym for three weeks, everyday and I think I looked my best. That was in 2004.
Apart from looking good and feeling right, guess the pay was also right?
The pay was very good and that was the highest I ever earned before doing something again for MTN. It exposed me to other opportunities . Immediately after the event, a lot of producers started coming to me but that was not my goal at that time. I started my masters; I was doing my MBA in Marketing at the University of Lagos. I didn’t really have much time to start doing other things at the same time. I had to focus on my career.
Now that you have finished from school, are you still thinking of acting?
That was a long time ago. After that, a number of other things have happened. Immediately I finished my post graduate, I started thinking of getting a job. I had good grades already, a two one for my first degree and I thought it was time to show the world the stuff that I was made of. You know that in those days and even now, the impression of the model was a drop out or someone who was not pursuing education. I wanted to change that, I wanted to fulfil all righteousness and I thought of where to start my career and I remembered a man that I admired so much, Mike Adenuga. I told myself that I was going to work with him at all cost. I also wanted to be a billionaire someday and be a philanthropist. So, whatever made him a billionaire, I wanted that knowledge at all cost. I started pursuing and submitted my CV and a couple of weeks later, I got a call and that was how my journey started. I got a job at Globacom and we started a department called Special Project. I had flair for sales and marketing and he saw that in the course of the interview. We were going from state to state. The brand was then new; that was in 2005. I handled Imo State and some other states around the east. I come from the east and I found it interesting and challenging.
Of course, my quest didn’t stop there. I left Telecomms after four years to pursue another career in banking. I worked with Tony Elumelu in UBA. I was in Corporate Banking for another four years.
How did you find that experience?
I think it was one of the best that I had. Leaving Adenuga and joining another man who had a similar mindset was quite interesting for me. Starting from a middle level in banking with little or no experience was tough, but as a smart, intelligent guy I was able to cope. While I was doing this, I was still making clothes.
When did cloth making start as a business?
Cloth making started exactly when I started modelling. It’s a decade this year, but then I didn’t know that I was going to take it to the next level. It was something that I found myself doing. I would go to the market, buy things and make things for people, for my friends for free. I didn’t know where I was going then. Even when I was at Globacom, I was making clothes for my friends. After a while, I started collecting some money from them but I still didn’t know that I was going to end up with a clothing line. It was when I got into banking that it got stronger in my heart to make a career out of this. It was then that I started planning. In fact, I planned for two and half years, and set a date that I was going to leave and that was the day that I left the bank. The funniest thing was that I did not discuss with anybody. I was the only one that knew about it. I knew that people would always discourage you, especially having gotten to that level in the bank where you tell somebody that you want to leave banking for tailoring. So, I just did not want anybody to discourage me. I was so sure that I was going to succeed.
What was the motivating factor?
Firstly, you know that in this part of the world, you cannot do anything without mentioning God. He is the motivating factor. He gave me assurances in his word that whatever I do, having him behind me, I would succeed. Then secondly, I know I am creative. I discovered this at the early stage of my life. I always advise people that if you are not creative, do not think of coming into this kind of business. So this is not a business that you just come and dump your stuff and say that whatever comes I would mange. I am also someone that is disciplined and having worked in the corporate world I wanted to do something that was different from the regular. The regular thing is that you go to a tailor, you have a wedding and he disappoints you. Before he gives you the cloth, the wedding would have come and gone. I saw an opportunity, knew that only a few people can meet up that standard and a lot of people are yearning and craving for excellence which wasn’t there. So, for me, coming in was like throwing an extinguisher in a pool of fire. It was just what we needed at the time and I was so sure that it would work and because of that I began to dream. Immediately I left the bank, I went to fashion school. Even though, I knew I didn’t need to run the machine, I knew I had to understand the nitty gritty of the business. I went through formal training for over six months.
How has it been?
By the time you go through some challenges, after a while you would start coping with them. It was very tough and challenging because I had to deal with people. Most of my friends did not understand why I had to take that decision. It is only recently that a couple of them have started understanding based on the things that they are seeing now. The only two people that support what I am doing now from day one surprisingly was my mum.
Let’s talk about life as a model
Being able to do the two at the same time gave me an edge over other people. Specifically, I had structure and the look. For photography as well, I was very photogenic, coupled with my determination. It was a bit easier for me, I was able to understand what the brand wanted at that time. I considered myself a full package and I was ready to do things in a unique way. I hardly go to any casting and not get the job. My life and journey into modelling was very successful. I considered myself as one of the most successful models in Nigeria.
Who are some of your role models?
I didn’t have any particular person pushing me, but I think everyone was pushing me. Interestingly, I got into modelling by accident. Each time I went to church then, somebody would ask, ‘are you a model?’ From saying no, I started saying yes and so I had to find a way to prove to them that this is what I am doing. I looked for a modelling school and that was how I met Modella. That was the push I got at that time and I got support from friends and family. Everyone wanted to identify with you.
How would you compare models in Nigeria to their contemporaries in other parts of the world?
We have a lot of good models who can compete internationally, but the truth is that the opportunities are limited. l also believe that modelling is still growing in Nigeria; we haven’t gotten to the level where somebody can live as a model. The industry is still growing and because they are more advanced than us, it is difficult to make that comparison.
What inspires your designs?
I always tell people that I can use a particular fabric, same colour to create different things. I draw my creation from everyday life; looking at people, talking to people and everyday situations. At the same time, I know how to evaluate people, this makes you understand what their needs would be. You would then be able to make clothes that sooth their career and lifestyle.
Memorable moments?
I remember the time I was the ECOWAS model in 2003. That was the highlight of my career as a model. We went to Aso Rock and met the president then, Olusegun Obasanjo. His wife received us and I got a contract from Mode de Paris, a modelling agency based in Paris.