The fashion industry is a multi-billion dollar industry in Nigeria. The fashion industry in Nigeria has experienced significant growth and transformation, contributing to the country’s economy and cultural identity. Nigeria, being one of Africa’s most populous countries with a vibrant and diverse culture, has a rich heritage in fashion and textiles. With this said, there are lots of rooms and roles to play by entrepreneurs and fashionistas in filling this demand. Enters “Hefkelcouture”: a Lagos-based fashion startup that is recreating unique and affordable female wear. The brand was launched in 2022 by a young and vibrant entrepreneur Helen Adeyemo.
In an exclusive interview with the CEO of Hefkelcouture, Helen Aeyemo talks about what inspired her to start her fashion journey.
Hefkelcouture was launched to fill in the gap created by the demand for trendy, creative, and affordable wear by Nigerian female socialites particularly in Lagos; the commercial capital of Nigeria. “I learned from one of the top fashion institutes in Nigeria and applied for an internship there to further understand the game” – says Helen.
‘Presently, we combine both bespoke Asoebi and Ready to Wear but we will separate the two in time’ – She continued.
What Inspired Hefkelcouture ;
While growing up I always like to be my boss, own my business empire. Always like to make women confident and feel good about what they wear. Also, popular celebrity designer Veekee James was an inspiration. I have been her fan even before she became popular.
Hefkelcouture’s current masterpieces include Ready to Wear Pieces and bespoke Asoebi for ladies. The brand has leveraged digital channels most especially Social Media to reach and engage its clients.
The fashion startup processes ready-to-wear in about 5 working days for a piece. Asoebi usually takes more days because of clients’ customizations. Hefkelcouture is planning to develop an app that will handle orders, delivery, inventory, and tracking among others.
The startup is changing the fashion game in Nigeria by introducing blended traditional elements with modern aesthetics, creating unique and innovative designs that resonate with both domestic and international audiences.
Hefkelcouture is also collaborating with regional and local fashion events to gain prominence, providing platforms for traction for both local and international audiences.
