What is the secret to staying relevant in a constantly evolving industry? For Lisa Folawiyo, it’s a blend of artistry, business acumen, and a deep connection to her roots. We delve into the blueprint of her success.
Lisa Folawiyo’s creativity redefined the Nigerian fashion scene, shifting both local and global perspectives on African design. With timeless creativity perfectly blended with a deep understanding and appreciation for her culture, she has evolved and stayed relevant, even as she contributes meaningfully to building the new generation of African fashion.
In this article, we take a close look at how Lisa Folawiyo operates, innovates, and maintains her relevance, revealing a pioneering spirit deeply rooted in the richness of Nigeria’s fashion landscape. For this visionary designer, the creative process and business acumen are not separate entities but two sides of a coin, forged in the face of distinctive challenges and burgeoning opportunities.
A creative and innovative visionary
At the cover shoot, resplendent in one of her timeless pieces, Lisa Folawiyo sits comfortably in front of the camera, across from our Ag Managing Editor, gracefully sharing her journey of becoming one of the pioneers of redefining African fashion on a global scale.
When asked about the defining hurdles and advantages of being a trailblazer in Nigerian fashion, Lisa cuts straight to the core: “The biggest challenge you would ever face is Self.” She elaborates with a candidness that resonates, acknowledging the universal struggles of self-doubt and procrastination.
Yet, within this personal battleground lies the seed of growth. “Challenges are opportunities for improvement and growth and every failure is a learning curve and half the problem solved.” Lisa speaks from experience, recounting instances where the very act of inspiring the market led to a surge of imitations. What could have been a setback instead ignited her innovative spark, inspiring the launch of custom LF prints — a testament to her proactive approach.
In a surprising revelation, she offers a glimpse into a life not defined by design: “Before becoming a fashion designer, I was a lawyer… Even though I can’t really imagine it, perhaps I would still be practicing law if I hadn’t gone into fashion.” This unexpected detour underscores the power of passion and the transformative journey of a true creative force.
For Lisa, the perfect blend of creativity and inspiration equals excellence
Creative obstacles, she notes, have even fostered fruitful collaborations, strengthening the brand’s position. “At the end of the day, you’ve got to do what effectively is best for your brand and its continued growth and success.”
On the business front, self-funding demanded tough choices, the long tenure of operating from her home before a dedicated studio being a purely financial necessity. Her current studio-showroom-store model remains a strategic decision, prioritising overhead management and revenue growth. Ultimately, for Lisa, success hinges on pragmatic choices: “Sometimes you have to cut your losses, dust off and get back on track. That said, it starts with a vision, a decision and a mission to achieve the goal.”
In an industry perpetually chasing the new, longevity and relevance are hard-won. Lisa’s strategy is multi-pronged, built on a foundation of unwavering quality and cultural resonance. For her, staying ahead means “…design originality and innovation, ensuring superb execution, maintaining a high quality standard and being consistent and visible.”
Her understanding of the Nigerian fashion consumer, and indeed all her consumers, is rooted in a belief in their discerning taste: “True lovers of fashion respond to beautiful, well-made clothes. I believe I consistently deliver this and have gained the trust of not only the Nigerian fashion consumer but all our consumers. This, no doubt, has ensured the brand’s relevance and longevity.”
Lisa’s creative process is a deeply personal journey, often sparked by an internal impulse: “My creative process usually starts with being inspired by something or wanting to express an emotion or mood, reflect a time, or a need to say something in one’s heart, or even raise awareness etc.” Her wellspring of inspiration is vast, drawing from childhood memories, cultural interpretations, personal convictions, and even the simplest of visual cues like a print or street style.
Language as a source of inspiration
An intriguing aspect of her process is the deliberate immersion in language: “Interesting fact; I surround myself in the studio with words that further reflect my inspiration and that start to serve as a design guide.”
From this linguistic foundation, sketching begins, often intertwined with revisiting and reinterpreting designs from her extensive archives. The journey from sketch to final product is a meticulous one, involving pattern making, calico samples, rigorous editing, model fittings, and ongoing modifications. The collaboration with textile designers for seasonal prints runs parallel to this, culminating in team approval before production, marketing, and finally, sales.
Authenticity: The key to Lisa Folawiyo’s evolution
Navigating the ever-shifting landscape of fashion requires a delicate balance between staying on trend and staying authentic. For Lisa, the key lies in authenticity: “Being authentic and staying true to my design aesthetic. Always seeking creative and innovative ways to evolve and through each collection and piece communicating to the fashion girl what is next, cool & desirable and in effect creating a demand for it.” Her distinct voice acts as a compass, guiding her through trends while ensuring her unique vision remains central.
When reflecting on the pivotal moments in her career, Lisa’s answer is immediate and profound: “The biggest risk was starting, and here we are today.“ This simple yet powerful statement encapsulates the courage and determination that have defined her journey.
While the demands of artistry and commerce often pull in different directions, Lisa’s approach suggests a seamless integration, a philosophy perhaps best summarised in her consistent emphasis on quality and strategic business decisions.
Looking back at her remarkable trajectory, the secret to longevity in the demanding fashion industry, according to Lisa, lies in the principles she has consistently upheld: originality, quality, consistency, and a deep understanding of her audience.
Her tenacity, readiness to contribute to the next generation, and overall inspirational grip on the ideals that matter are exciting, and make one hopeful for the future of African fashion. With trailblazers like Lisa at the forefront, African designers’ irrefutable footprint on global fashion is inevitable.
