In terms of your approach to designs and artistry to tailoring them, how would you describe Haute Couture? And how much has that style affected your development in the past 3 years?
MacDonald: Haute Couture is what I like to refer to as a prime-time fashion brand. This is based on our evolving approach to recreating cultural fashion inspiration with modern designs. We make dresses that align with existing trends.
Anthonet: I think it is only normal that when you embrace a deterministic approach towards growth, it rubs off on every aspect of your life. The way we structure ideas and invent designs has been pivotal to the brand’s growth.
What would you say is the standout feature of your brand in comparison to others? What do you offer your clientele that makes them attracted to your brand?
MacDonald: I think our standout feature is our ability to function as a team all the time and function as segments at other times. A large part of our success stems from teamwork. However, fashion is broad, and it often requires that you allow people to showcase their specific skills by allocating specialized roles to them. Anthonet and I communicate constantly, yet we know our different strengths, and we are subtle enough to let each other shine; and our staff too. Some brand owners want to be involved in the entire process and it limits creativity. We explore!
You have made a few collections, some of which have been the centre of attraction in your store and at fashion exhibitions. Please share with us some of the inspirations behind this collection and how they reflect the cultural diversity of Nigeria.
Anthonet: We have different sources of inspiration that enable diversity. Take, for instance, our Claire Print Dress collection; it was the choice of fabric that inspired the collection and the array of designs. It was summertime and I thought, this is the time to dress light. Then I thought again, in African society, how can you dress light and still be modest? It is by using a light fabric. I chose silk and lace and combined them with colours that glow under the sun but don’t generate heat. See what I did there? Keeping it simple, unique, and African.
In some of your previous interviews, you discussed Haute Couture’s vision of becoming a global brand while putting African design and designers on the map in terms of creativity and innovation. What are the short and long-term plans you have put in place to achieve this?
MacDonald: We have a lot in the works to align with our objective of becoming a global brand. The immediate plan is to imbibe the fashion culture and values of other countries and create some amazing designs with them. That will ease us into the fashion industry of other countries, encourage cultural exchange, and drive us towards the deserved relevance. Trust me, we will create unique designs to stay trendy for decades.
Share with us your overview of the Nigerian fashion industry, some of the major challenges it is facing from your business point of view, and how those challenges may be affecting the maximization of our productivity.
Anthonet: Before jumping into what challenges are facing the industry, I think it is important to commend the efforts of fashion entrepreneurs in Nigeria. We are doing so well in developing the industry and making our marks. The challenges are mostly holistic. Issues with logistics, funding (startups), power (electricity), high cost of rent, and running costs. We spend more to achieve less and it stunts our proficiency.
What would you say is Haute Couture’s biggest achievement so far, and what experiences made it so?
Anthonet: It will be collaborating with a popular Afrobeat artist to create an art that marries music with fashion. We cannot disclose too much as it is still in the works. It is massive!
How much African fabric and cultural heritage are reflected in your designs, and how important is that to the brand identity of Haute Couture?
MacDonald and Anthonet: A lot!
MacDonald: It is the Africanness that sells the brand, without it we will be scrambling for relevance.
