Oluwatobiloba Olatoke is a Fashion Illustrator extraordinaire. She is the founder and CEO of Tatelierr Brand. In this interview with SEYI TAIWO-OGUNTUASE, she speaks on her work which effortlessly blends elegance with a modern edge of rich Nigerian Culture and other issues relating to the fashion industry. Excerpts:
How did your journey to being a fashion illustrator begin?
My journey into the world of fashion illustration began at a young age. Growing up as someone with a passion for fashion designing, I was constantly surrounded by creativity.
However, it was during my studies at Bowen University as a Biochecmist that I truly discovered and honed her craft.
I studied biochemistry at Bowen University, driven by a fascination with science and its potential to solve real-world problems. However, my passion for art and fashion was always there, as I grew out of a love for Biochemistry.
During my time at university, I found myself constantly doodling designs and immersing myself in fashion magazines while drawing inspiration from a lot of art-related content. It became clear that fashion illustration was not just a hobby but a calling.
It all began as someone who has tried a lot of things with entrepreneurship amongst others. I was a bead maker.
I was a bag maker amongst other things. I remembered that I had a friend whom we wanted to try things to get out of the trenches due to our fighting spirit. We started Illustration training together. She quit and I stayed through. However, the fact that I love to express myself and see people wear relatable designs got me started and here I am.
You studied biochemistry at Bowen University which led you to be a fashion illustrator. What comes to your mind anytime you want to develop a style?
The transition from biochemistry to fashion illustration was straightforward. Even though it required a leap of faith and the courage to follow my passion, while biochemistry dealt with me, it also helped me with fashion illustration as I was already bored of the course at the time.
It gave me enough motivation to learn to express my creativity and bring my artistic visions to life.
My illustrations are not merely drawings but a narrative of fashion’s evolving landscape. Each piece tells a story, capturing the essence of the garments and the emotions they evoke.
Whether it’s the delicate drape of a couture gown or the edgy structure of avant-garde street wear, my work brings fashion to life in a way that is both timeless and contemporary while also dictating and influencing fashion trends.
I am a passionate advocate for sustainability in the fashion industry and through my art; I aim to raise awareness about the importance of ethical fashion practices and the impact of High fashion on the environment.
You want to through your art raise awareness about the importance of ethical fashion practices, how do you intend to go about this?
For me, the first thing that comes to mind is sharing my gift with the world.
In doing so, I intend to achieve this by sharing illustrations that highlight the beauty and necessity of relatable luxury fashion collections. Through social media posts, collaborations with fashion brands, and showcasing my collections very soon, I aim to educate and inspire people to make conscious fashion choices.
My illustrations often depict luxury and rich cultural heritage.
In addition to my professional work, I frequently conduct workshops and masterclasses to inspire the next generation of fashion illustrators.
Tell us about the workshops and master classes you organise to inspire the next generation?
Organising workshops and master classes has been a fulfilling part of my journey. These sessions are designed to inspire and equip the next generation of fashion illustrators with the skills and knowledge they need.
I cover topics such as illustration techniques, digital tools, portfolio building, and the importance of ethical fashion.
Seeing young talents blossom and develop their unique styles is incredibly rewarding. Training is a big part of the Tatelierr Brand.
Where do you draw inspiration from, what inspires your drawings?
My inspiration comes from a lot of sources. Nature’s, colours and textures, cultural heritage, historical art, and modern fashion all play a part in influencing my work.
Additionally, I am inspired by the stories of individuals in the fashion industry who are making a positive impact through fashion practices.
Again, the innovation of AI has greatly influenced the fashion industry which has further inspired me.
So far, how would you rate your achievements?
Reflecting on my achievements, I would rate my journey as a blend of growth and impact.
I have had the opportunity to work with renowned fashion brands, styled lots of Nigerian Celebrities and showcase my work in international exhibitions, and mentor aspiring artists. Each milestone is a testament to the hard work and passion that drives me.
Have you ever felt like quitting?
I have felt like quitting a lot of times. When I started, I remembered I reached out to this prominent fashion illustrator then.
This brand ghosted me even though I was ready to pay to learn it and get better.
I was so frustrated but there was a war between me giving up and my passion. When you have a passion, you fight for it.
If not, what has been sustaining you?
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What sustains me is the ability to keep influencing the fashion world by influencing the fashion trends. Also, I love what I do.
What motivates you to get going?
Like any career, mine has had its share of challenges. From finding my unique voice in a competitive industry to balancing creative expression with commercial viability, each obstacle has taught me valuable lessons.
What sustains me is my unwavering passion for fashion illustration and the support of my mentors and community.
Knowing that my work can inspire change and contribute to a more ethical fashion industry motivates me to keep going.
Can you share some of the challenges you have encountered in the line of duty and how you have surmounted them?
I am detailed and very difficult on myself.
As such, I do not have any sort of challenges when it comes to doing business.
Again, if you do business in the fashion terrain, you will have difficult clients.
I strive to always give 200 percent to my clients. I pride myself on not having to be at loggerheads with my clients. For me, client experience is key for the tatelierr brand.
Who are your mentors?
Firstly, Jesus is my mentor using the Holy Spirit. I will also say my Husband is one of my mentors and lastly, the world.
In the world, there are lots of lessons around with the emergence of social media. Everyone can be mentored.
What should the world expect from you going forward, and where do You hope to see your brand in the next five to 10 years?
Looking forward, I aspire to expand the Tatelierr Brand globally, collaborate with more fashion brands, and continue educating and inspiring through my art.
In the next five to ten years, I envision my brand as a leader in promoting relatable luxury fashion through illustration.
How has it been since you started?
Tough! Tough!! Tough!!! Also very rewarding and adventurous.
Who are your target customers?
My target audience is simple. All lovers of high fashion be it any woman who loves to dress to personality and taste. My target customers also include fashion brands, editorial magazines, and individuals passionate about fashion and art.
What are some of the challenges you experience in the industry?
One of the main challenges in the industry is staying relevant and innovative amidst ever-changing trends.
Having to also deal with structuring the business in a way that takes me out of it , but runs perfectly well.
What advice will you give to anyone who wants to go into this business?
To anyone wanting to enter this business, my advice is to stay true to your passion, continuously hone your skills, and embrace the power of storytelling through your art.
Building a strong portfolio and networking with industry professionals are also crucial steps. Collaborate.
What do you think the government should do to support female entrepreneurs in the country?
The government can support female entrepreneurs by providing easily accessible funding opportunities, creating mentorship programmes, and fostering a business environment that encourages innovation and creativity.
What important lesson have you learnt in the fashion industry?
An important lesson I’ve learned is the value of authenticity and resilience.
The fashion industry can be demanding, but staying true to your vision and being adaptable to change are key to long-term success.
How do you stay up to date with the latest fashion trends?
To stay up to date with the latest fashion trends, I regularly attend fashion shows, follow industry news, and engage with fashion communities on social media.
Continuous learning and curiosity keep me in tune with the evolving landscape of fashion.
By sharing my journey and insights, I hope to inspire others to pursue their passions and contribute positively to the fashion industry.
