Voluminous texture envelops feminine frames. A minimal design aesthetic applied to a soft palette reflective of an African landscape. Bare lines constructed from threads of flow and movement, sway to contours of the body. Designer Bubu Ogisi fuses traditional culture and contemporary form in visual silhouettes. The fashion label, I.AM.ISIGO straddles half of the globe – based between Nigeria, Ghana and France.
The name of the label was derived from Ogisi’s surname – articulated as an inversion. This playful attitude to subverting binding constructions of identity is reflective of her rebellious personality. The process of renaming was also used as an opportunity to start afresh. “I wanted to [be] unrecognized … to have a name that is the opposite of what people perceive of me – a name that is as mysterious as the brands core aesthetic”
The brand’s inception began in Ghana as a part-time pursuit. However, in 2013 after a hiatus and moving to Paris, a new strategy was employed to expand the project. Experience and a steep learning curve furthered knowledge in navigating the industry. “We are ever evolving, but wanted to define the direction.”
Strong aesthetic influences stem from lived experiences – weaving between cityscapes scattered across continents. Ogisi also cites her mother as a seminal influence. “I think it’s important to always stay true to yourself. Yes, I am Nigerian by birth, and the traditional ways will always be a part of me, but that doesn’t strictly define my work and the brand is a representation of that.” She believes that art reflects life – her position echoes the multicultural cultural experience she has lived.
“I think it’s impossible to not be naturally influenced by that network of things”. She articulates it as a kind of unconscious embedding. “We are inspired by all aspects of design.” Recently the brand has extended into the field of art and functional furniture. “While continuing to broaden our presence within Europe, we will be expanding to the western market within the next year. Although there have been opportunities presented in the past to make that move, we feel as if the brand is in a great place for taking on that market. Our foundation is strong, and the team is ready. We are truly excited to be embarking on this new chapter.” I.AM.ISIGO already hosts retail stores in Lagos, Accra, Lusaka, London, Johannesburg, Addis Ababa and Paris and is ready for the next frontier.
