CREATING the best of fashion designs and then striding the length of a runway with an array of top class models is Lanre Da Silva-Ajayi’s natural past time. Youthful-looking Lanre Da Silva as she is also fondly known is the founder of the fashion label ‘LDA.’ And as far as the African fashion industry is concerned, she is a towering personality.
As an icon in the Nigerian fashion industry, the top fashion designer has been able to elevate her talent to the international fashion scene. With local and international participation in many outstanding shows and exclusive runways: To her credit is the fact that her products are available at notable places outside the country. One of such places being the Dolce & Gabbana Spiga 2 Concept Store in the heart of Milan, Italy, the hubbub of international fashion.
We met her a few weeks after her successful participation at the wave making ‘Runway Abuja’ held at Transcorp Hotel in Abuja late last year, where she showcased some of her highly rated stuff. It was easy there and then, to understand why the designer with a model-like body features is so admired in the fashion industry and why so many young designers find inspiration in her works.
“I love creativity, and I enjoy working with my hands,” said Lanre Da Silva in an outright display of simplicity. As a fashion designer, her early life dictated a lot in what she is at present. “Whilst living in England, I became more interested in couture. The fascination for garment making became more established in me. I was quite aware of my flair for fashion designing at a tender age. But I also knew I wanted education. I wanted a university degree since I already had fashion designing as a part of me.”
So off to Coventry University, United Kingdom, she went for a degree in Business Administration. Not satisfied, she later moved to the University of Leicester for a Master’s degree in Finance.
Despite her designing talent and creativity, Young Lanre Da Silva was keen on pursuing a career in the finance world. “At the time of study, I was quite good in mathematics and I liked professions that had relations to it.” To prove herself, she worked in the banking/finance sector both in the UK and Nigeria.
However, her life was to gradually change on arrival in Nigeria. The country had great attraction for her creative talent. And it was a pull which commanded her attention, one that she could not resist. “On getting to Nigeria, I made a couple of outfits for my friends, and felt the public interest in my designs. I decided to pull resources and develop my passion for fashion further. It was not easy to find dressmakers to make the kind of garments I liked to wear for me then. As known, my style is not ordinary. There always had to be an element of character.”
Unknown to her, the young designer had discovered her path to fame through fashion. “It was the beginning of my label, though I wasn’t entirely sure who will be buying.” However, if there was one thing the young designer knew then, it was that, “I had to define my target audience.”
Like great brands, Lanre Da Silva started with friends and family as her clientele. She said: “Gradually, word got out there. Fashion definitely has an element of confidence that comes with it. I started off with avant garde pieces. I was really thankful for the feedback I received. Today, I will say that the average Nigerian woman is more confident to show off an avant garde piece as compared to eight years ago when they were not so sure of themselves as regards fashion. Good news for the fashion industry in Nigeria.
“In terms of my early designs, they were conspicuous avant garde and very much grounded in 1940’s English couture. Some of the designs came as a shock to the average Nigerian woman. However, there were people that understood my early style and the signature of my label and they have stuck around to see me grow to what it is today.”
But how ready was the Nigerian fashion scene then to receive her new look designs? “At the beginning, the fashion industry was like a new born baby. I had to source for tailors locally, re-educate them and train them as it was difficult for them to understand why I wanted certain patterns in a particular way.”
Even then, Lanre Da Silva realised that success in her calling was not just going to depend on her creativity alone. Experience had taught her that much. “I knew that media exposure towards fashion had just started, and I thank God for a lot of goodwill from existing clients that helped to spread the word about my works then.”
“The fashion industry is growing at a tremendous rate.” That much the trend setting fashion designer believes. “I would say it has been so far, so good. It has been very adventurous. And we have a lot to be grateful for, especially for the ban on importation of fabrics from abroad, which enabled us to look inward to source materials.”
“With the popularity of our own ankara, for instance, we have been able to create and re-create fabulous designs that have challenged us sometimes beyond ourselves. There have also been a lot of support for the designers through the media, the ever faithful clients and definitely individuals and companies that have aided the industry to where it is today and all the international runway shows, Omoyemi Akerele of Style house files, has helped a lot of designers through the shows and exhibition platforms. Not forgeting, Mr Kola Karim who facilitated the coming of Franca Sozanni and Roberto Cavalli to Nigeria, and so many others.
“So the industry is daily growing, and that is something to be proud of. There have been contributions into its development from all sides. It is something to give thanks to God for. Nigerian fashion designers have indeed contributed their quota to see the industry grow here at home and also outside the country. We have worked hard. It is something to be proud of because our works our making a lasting impression outside this country too.”
Lanre Da Silva is a designer that enjoys what she does. She cherishes the passion that creates each of her work, just as much as she believes that designers in Nigeria are doing very well. However, according to her, she does not see any challenge to her works coming from any of the other designers. She is happy to see that designers in the industry are up and doing and, “this is good for the industry that more and more designers are coming up. This does not pose any threat at all to the existing designers. There is always room for more.”
We asked her what special moments in her work and life so far has left a lasting impression in her? Her response expressed the joy she enjoys in her work. “Every moment in my career has been a milestone for me, all the runway shows both locally and internationally. However, I will like to particularly point out that showcasing at the pitti imagine W held in Florence Italy, through style house files, which has led to the LDA brand being the first African fashion label to stock at the Dolce and Gabbanna multi concept store in Milan, was definitely a proud moment for me. I am very grateful to God for the success.”
For an acclaimed established designer that she is, we asked Lanre Da Silva what expectations she has for each of her creative works. And over the years, what impact she has seen it have over her clientele. The designer was quick to reply thus: “An LDA woman can be described as bold, confident and classy. I use a lot of colours and being African, you see the blend of my African roots merging with the signature English couture in the garments I create. Like any established fashion designer in the world, I forecast trends based on history and seasons in fashion. My designs evolve continuously as it is important to keep the label fresh and interesting all the time.
“I work with almost every known fabric from silks, velvet, lace, wax prints, sheer, aso oke, just name it. That is the power of couture, being able to turn simple fabrics into beautiful creative work.”
Her personality, success and popularity immediately put her in a class of her own. And so do imaginations run riot about what her clientele may look like. True, Lanre Da Silva may be upscale and caters to high profile clientele, but she is also quick to let you know that, “my clientele cuts across all the classes. I cater to the high earners, the middle class earners and the low-income earners. What you require to be done for you could be different from what another person wants. Taste differs from one person to another.”
For one who brings out the best designs for each of her clients, Lanre Da Silva’s personal style speaks for itself through the clothes she wears. Blessed with a figure that stands out, she believes that style is individual and a stylish person is one who accepts herself. She loves clothes and materials that flatter the body. “Style does not need to be forced, it comes naturally,” she said.
Being married is a source of joy to her. “I am happily married with two children.” The designer added that she is naturally a home maker despite her passion for her creative work. Much as she has been a career woman over the years, she remains particular about enjoying the comfort of her home and family life. “I love cooking for my husband. My idea of relaxation is spending the day with my husband in a quiet lovely location. I also do enjoy spas and reading too. My husband has been wonderful and supportive.”
Does she have anything that she would rather not do without? Yes she does! “The essential items I can’t do without are my blackberry, sketchbook, pencil, an oversize leather hand bag. I also cannot do without my lip gloss, lip stick, a pair of heels and sunglasses!”
The top designer also has a pattern for spending her money. “I spend a fortune on buying fabrics and trimmings. I love to shop in Italy. I believe Italians have a keen sense of style!”
As a parting shot for upcoming designers, Lanre Da Silva says “the sky is wide enough for all birds to fly!” And they should learn from her lifestyle. “I don’t see anything as a challenge. I am blessed and grateful to God to be doing what I love most!”
