Oluwafiolakemi Owodunni of Budding Blue blends tradition with intentionality in fashion, embodying growth, resilience, and a deep connection to her craft.
Fashion often demands urgency because one day you are trending, and the next you are a fad. The constant pressure to stay ahead of trends has given rise to wasteful systems, from fast fashion to greenwashing. Despite building a career in this industry, Oluwafiolakemi Owodunni of Budding Blue chooses deliberateness.
The brand, known for the use of traditional textiles like Adire and Aso oke, has garnered a dedicated audience globally, proving that there’s a space for intent and care in fashion. She defines her work through structure and a deep respect for women, using bold, bright colours to bring it to life. The ability to balance freedom and whimsy with restraint is evident in Owodunni’s demeanour.
She smiles with every word and pauses before the next. Her patience with speech offers insight into why she repeatedly drops profound anecdotes. She has seen life, and refuses to be defined by the grief it has brought. Constantly, she points to the light at the end of the tunnel, and metaphorically, the brightness of Budding Blue.
In this edit of The Woman Behind the Brand, Owodunni reflects on loss, identity, ambition, faith, and the expanding purpose that now shapes both her brand and her foundation. With over 21 years in fashion retailing, Owodunni was no stranger to the industry. Yet, building a brand and fashion retail are unique experiences. Through her journey, she reminds us that beyond seams and silhouettes lies a legacy shaped not only by creation, but by meaningful contribution.
On beginning, learning, and choosing fashion
Before Budding Blue, before the public recognition, who is Oluwafiolakemi Owodunni?
I’m constantly evolving as I don’t see myself as fixed or finished. I’m introspective, deeply spiritual, and very aware of my inner world. I value depth in how I live, how I relate to people, and how I create. At this stage of my life, I’m learning to give myself grace and to trust the process of becoming.
When did fashion move from passion to purpose for you?
It wasn’t a sudden decision. I’ve always been drawn to creating, and my mum dealt with fabrics while I was in university. But there came a point when I realised that fashion wasn’t just something I enjoyed, it was something I was willing to commit to. That shift required discipline. Once I made that decision, I stopped treating it casually and started building intentionally.
When you began, how would you describe your approach to design?
I’m well-calculated about structure and detail. Likewise, I believe in balance; nothing excessive, nothing accidental. I want my designs to feel thoughtful and refined, allowing the woman wearing them to stand out.
Moving from a casual observer to a businesswoman, your approach to fashion definitely had to change. Where do you find inspiration?
In everyday life. In women who move through the world with quiet confidence. That subtle power is something I try to translate into my work.
What did the early stages of your journey teach you?
Patience and humility. I learned quickly that talent alone isn’t enough. You have to show up consistently, even when the results aren’t immediate. Those early days taught me resilience and the value of working in silence.
What has been one of the more difficult lessons you’ve had to learn?
Letting go of comparison. It’s easy to feel behind when you’re constantly watching others. I had to learn to trust my timing and accept that my journey doesn’t need to mirror anyone else’s.
How much of your personal self exists within the brand?
Many of my values — discipline, intentionality, and elegance — reside within the brand, yet I have also come to understand the significance of boundaries. The brand reflects who I am, but it doesn’t carry all of me. Some things are meant to remain personal, and that doesn’t make the work any less authentic.
Read also: Onohi Edionwele showed the world a Pretty Abuja — now she has bigger dreams
On building beyond fashion and creating Budding Blue
How did Budding Blue begin?
Budding Blue was born from a desire to create thoughtfully. I didn’t want to make clothes just to make clothes. I wanted to build something that felt vulnerable, something that could grow organically over time, just like a person does.
Speaking of intentionality, how did you come up with the name Budding Blue?
It initially came from a mistake. There’s an Etta James song, “At Last”. I could have sworn James sang “Budding Blue”, but it turns out it was “They’re blue.” I wasn’t really concerned about the mix-up; the phrase budding Blue got stuck in my head after the song. So I looked into the meaning.
Budding” represents growth — becoming, evolving, unfolding slowly. “Blue” is emotional, calm, and introspective. I really liked the meaning too. It speaks to where I was mentally and emotionally when I started the brand, and to the kind of woman I design for — someone growing into herself, not rushing the process, someone budding.
Your recent collection, Peppervine, felt like a defining moment for the brand. What did that collection represent?
Peppervine was very personal. It represented strength, resilience, and growth through discomfort. Just like a vine, it speaks to persistence, the ability to grow despite obstacles. That collection marked a period where I became more confident in my voice as a designer.
Did it change how people perceived the brand?
Yes, I think so. Peppervine helped people understand the depth behind Budding Blue. It is moving beyond aesthetics now; it was about storytelling and community.
Community is a word synonymous with Budding Blue. The brand has hosted events in both Nigeria and Ghana for this reason. Why was that important to you?
Community matters to me. I didn’t want the brand to exist only online or on mannequins. Hosting events in Nigeria and Ghana was about creating shared experiences — allowing people to connect with the brand, the clothes, and the story in real life. I think about how people feel on an emotional level about a brand as essential as the physical.
These moments were affirming. Seeing people engage with the brand physically, hearing their stories, and watching them connect with the work. It reminded me why I started in the first place.
Let’s talk about your foundation, “Queen Elizabeth”. What inspired that step?
It came from a sense of responsibility. After my mother passed in 2020, I set up the foundation to remember her. She was an amazing person, and the foundation represents love and humanity.
Fashion gave me visibility and access, and I couldn’t ignore the question of impact. The foundation was a way of formalising something I had already been doing quietly — supporting, mentoring, and giving back where I could. At the end of the year, we donate food, clothes, and touch at least 100 people. This is what my mother would have wanted.
What does the foundation represent to you personally?
Compassion in action. Fashion is expressive, but the foundation is deeply personal. It reflects my faith, my morals, and my belief that success should create opportunities for others, not just elevate one person.
Has this work reshaped how you define success?
Completely. It has grounded me. Success now feels less about milestones and more about alignment — knowing that what I’m building has purpose beyond myself.
What do you hope people take away from your work?
That it was created with care and intention. I want my work to feel timeless — not rushed, not reactive.
And the woman you’re becoming — how would you describe her?
She’s more focused, more confident, and less afraid of taking up space. She trusts herself and understands that growth doesn’t always need to be loud to be meaningful.
Get to know the Oluwafiolakemi Owodunni
Describe your personal style
Comfortable!
Go-to outfit
A two-piece from Budding Blue.
What grounds you on difficult days?
Prayer and silence.
What are you currently unlearning?
The need to please everyone.
What’s your personal mantra
If it is not out of love, you won’t find me in it.
