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“MY 3 YEARS OFF THE SCENE HAS MADE MY DESIGNS MORE CREATIVE –YOUNASS CREATION BOSS, SORAYA ADJI

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Soraya Adji is the brain behind the fast rising fashion label, Younass Creations making waves on the Island. Her outfit situated in Victoria Island used to be the convergence of most of the Island celebs and fashion icon before she went off the scene for 3 years. Soraya is back in a big way with new and fresh ideas that will be taking her fashion business to another. No doubt, her period of stay in Paris has also changed her creativity and style. Her new collection even though is still African, has a touch of French cut. In this interview, she opens up to City People Fashion Editor BOLA AKINBOADE on why she has been off the scene and what to expect from her, now that she is back.

You have been off the scene for sometime now, what have you been up to and what led to your disappearance from the scene?
I was off the scene because of a personal reason. My mother had to battle with cancer for 3 years and she died last year. I had to leave my work and be with her.

During those periods, what then happened to your fashion business, did you have someone running it for you or it was also put on hold?
I put it aside because my mother was my Number 1 priority. That was why I left everything aside to concentrate on her. And I learnt a lot when I was away in Paris. I learnt about my industry, about where I was going, how I could get better, and at the end of the day, I became a much better person. Wherever there is a disappointment, there is a blessing, because at the end of the day, I stopped my career for 3 years, and I learnt so much in 3 years. My ideas and inspiration has gone more matured, with age, and now I have more knowledge than I have years ago in the fashion industry.

You must really share a very strong bond with your mum, for you to put your business down. What is the connection, Are you the first child?
No, I am not the first born, I am one of the closest person to her, she was my best friend and other half. She was my priority. In this life, there is nothing like your mother, you have to cherish her, because she is the most important part of your life. She gave you life through God, so you owe everything thing to her. I wouldn’t be a designer that I am if it wasn’t for her, because she inspired me when we were little and living in Paris, she was the one dressing us all the time in different ways, having her own ideas, having tailors. So I learnt all I am doing today because of my mother. So I have no choice than leaving everything aside and concentrate on her.

When she finally left, how did you take it?
It’s a painful thing because she is the most important part of my life, but I decided she is still with me and she is still going to be my strength and lead me towards a brighter and a stronger vision in my career. So I took it upon myself, its more of a challenge, to prove it to her wherever she is that her daughter is going to do well. That she has teach her daughter something that her daughter is using for her life and hopefully, I will teach my own children about fashion and how to take this industry to another level

When you came back from your break, you were able to pick up immediately. How were you able to achieve that? For some people, when they go off the scene and come back, it’s very difficult for them to pick up almost immediately.
I should say that I thank God and the fact that people are enjoying my vision of things, they are enjoying the style I have because it’s unique. And you know people are always looking for unique things, you don’t want to dress and see a thousand people wearing the same thing. You want something unique so that when you go out, people will say, wow, this is different. I think, to stay in this industry, you have to make your statement, you have to make people always feel that you are different , and people love the fact that I am been different and am I here to bring that to them. So I guess am lucky too.

Now that you are back, what should we expect?
It’s a rebirth of Younass, its French touch to the story because now for the past 3 years, I have been all over France, have been going to the Middle East a lot. And I learnt a lot from them. I have always been inspired by Asian anyway, by the Oriental look, that was my own thing, which is an African fabric cut into French cut. So now that I am back, there is a lot to come definitely

Does that means that you will be deviating from what you used to do before?
Actually, I have 2 things in mind .The first is my old couture line, that people know me for, that is, dresses for event, gala, parties and all that. Then I will be launching a cheaper line soon. This is a more affordable line, which will be for somebody who want to wear a nice dress, and does not know where to get it from, instead of going for an European designer, they can get a local designer that will give them what an European designer can give them, for a cheaper price. So I am targeting the high street fashion. Because from my stay abroad, have noticed women from all spheres of life would rather prefer to go to GAP, Zahra and others to buy something which is affordable. And I realized that we don’t have that in Nigeria, if you don’t spend a N50,000, N100,000 N200,000 on a dress , you are not something. Why? I want to change that, I want people to know that dressing is not about how much money you spend, but about the style, about what you can bring. This is something that staying abroad made to realize. You can dress well, with N5,000 or N10,000. So it’s just about your own personal touch on the dress.

But how do you want to achieve that because most of the clients you even cater for are class conscious. Most believe that if you are coming to Younass, you must really have the money
That is what I am trying to change now. Because have learnt in life that fingers are not equal, we are all human being and we have all got the same right, of dressing, of eating, of enjoying life, because life from what I learnt this past few years, life is too short . So that is why I want to enjoy it. And that is why I say to myself, even if you are in Ibadan, Kano, Adamawa, Abuja, anywhere, I want anybody to wear Younass and say, you know what, I have got a Younass dress, I got it at an affordable price and I am enjoying it. I want to show more compassion because have learnt that people are very important in life, and you have to cherish people that you have because you don’t know when they are going to go. So we have to learn how to share,our knowledge. I want to share my knowledge of fashion with the common person. Fashion should not only be affordable to the rich people alone. It’s not fair, because fashion is the state of the mind. Not a state of how much money you have in your bank account.

Talking about your fabric, they are quite unique, where do you get them from?
I get some from Nigeria, some from Ghana, some from France and Dubai. Because I have got the opportunity to travel a lot, I mix all those world together to become one in my vision.

But when you are creating your designs, what are those things that run through your mind. What inspires most of your designs?
Honestly, it depends on my mood. Sometimes when I travel to the Middle East, and I see the way the women are covered and still look elegant, this inspired the caftan and long tunics. Then sometimes I see a traditional cut in wedding dresses in places like Dubai and all that, I say to myself, this is really beautiful, I want to have that tradition inside one of my clothes. Then I go to France too, and am shopping and see somebody and I say wow, this person is stylish and I like the cut. It’s simple and European. So am trying, this 3 continents, am trying to mix a lot, my own heritage which is Africa and my exposure to Europe and Asia. I think I am connected to these 3 places one way or the other.

What are the recent activities that have been happening at Younass ever since you came back?
I have been doing fashion shows; have been doing weddings, a lot of bride maids dresses. Then people that are going to events, and they want something fabulous. But have been having a lot of bridesmaid dresses, which is a good market for me. Before I used to do it but it wasn’t that regular, but now, every month, I am doing brides maid clothes because you realize that every month, there is a wedding and everybody want to dress and want something unique. So instead of them going to America, they would rather make a dress locally saving them from the stress. This is something I have been doing. Since have been back, I’m also trying to get the other market through the internet. I want to start getting more customers from abroad Already, customers from Europe, America and even Canada have started are ordering for my dress. So I am quite happy with the new Younass, now it’s more global.

Your other new line that you are starting very soon, are you also planning to launch it in a very grand way?
Yes, am planning for that maybe before the year runs out because, I want to plan it well. It’s going to be called the “Street of Africa” by Younass. Because the street of Africa has so much style and potentials, and it’s hungry about knowledge, dressing, enjoying life, so I want to give them that cherry on the cake. Something for them to enjoy. When I travel abroad, I shop more from Zahra and Gap, than in Channel and Gucci. So that is what a designer should never forget. My father once told me, that the mass is where the head is supposed to be. You have to target the mass to get where you are supposed to be. Because the mass does things from the bottom of their heart. So Younass is here and Younass is going to make everything possible for everybody to be happy.

Have you been able to get your old clients back when you got back and how did you get them back?
I have some clients that are back, and some that are new, and it’s really satisfying. In a way, am happy about some clients that are not back, because that means they are simply not mine. The new clients that I get really appreciate my work, and this is important as a designer for people to appreciate your work. And not to take you as a tailor, which is completely different. A tailor reproduces whatever you tell them, a designer creates having their own vision.

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