Ivie Odemwingie-Osula is a visionary fashion entrepreneur and the founder of Defining Women’s Lifestyle (DWL), a brand redefining power dressing for modern women. Inspired by her corporate career, she launched DWL in 2017. She is passionate about female empowerment and storytelling. Through ‘In My Corner’, a campaign she co-founded, Odemwingie-Osula celebrates the power of women’s relationships, highlighting sisterhood and authenticity. With an MBA from Aberdeen Business School and a background in photography and banking, in this interview, she speaks on elevating African creativity and redefining modern women’s style.
What personal values guide how you show up as a woman, a founder and a creative force?
My most important personal value is excellence. Whilst excellence is hardwork, I have seen firsthand the benefits of having a reputation of excellence. I want everything associated with me to reflect a spirit of excellence. Next is authenticity. In a world that’s obsessed with trends and validation, I choose to be deeply rooted in who I am. I don’t perform, I don’t pretend, and I certainly don’t conform even at the detriment of making me look unpopular and people who deal with me attest to this. Then there’s warmth. Warmth and energy are at the heart of how I move. Dubbed the “vibrant queen”, people often tell me my energy is contagious, and I love that. I believe energy is everything, when you lead with positive, powerful energy, you inspire others to do the same. And finally, grace. I’m a woman covered by grace, and I don’t take that lightly. Grace gives us the strength to keep going and the softness to lead with compassion. It’s the quiet force that holds everything else together.
What was the vision starting DWL and how has this evolved with you over the years?
When I started DWL, the vision was really to dress women for power. It started organically; I was in finance dressing myself to be present in any space I entered into at work like my mentor, Jessica Pearson, one of the lead characters in the legal drama series Suits, and people began to notice. They liked how I put myself together, and soon, I was getting requests to style other women. That’s how it grew, from personal validation to becoming a full-fledged fashion brand.
In the early days, it was mostly about power dressing but as I’ve evolved, I’ve realised that power is so much deeper than just the clothes. It affects how you show up, how you’re perceived, and how you carry yourself. So DWL has grown into something bigger. It’s about helping women show up every day as the most authentic, elevated versions of themselves.
How do you use personal style as a tool for confidence?
For me, one of my biggest hacks to getting fashion right, not just being fashionable is approaching it from a place of personal style. That’s how I dress myself, and it’s how we design for the DWL woman. When you truly understand your personal style, you realise it’s not about chasing trends or wearing labels. It’s about wearing what aligns with you. The goal isn’t to dress like someone else, it’s to build a wardrobe that enables you show up every day in an elevated, authentic version of yourself.
What impact do you hope to make on the women you dress?
Beyond fashion, my true purpose is empowerment. Fashion is the tool but the transformation runs deeper. I want to be part of a woman’s journey into self-respect, confidence, and bold decision-making, a journey that begins with how she sees herself, not just when she’s wearing a DWL piece, but in every moment of her life. My impact is to ignite a spark in women that lives on, even beyond what they wear. DWL may clothe her, but empowerment is what she carries forward. Every time I hear her feedback how it has transformed not just her appearance, but her self-perception I’m reminded why I do what I do.
