The powerful force behind iconic haute couture brand, Segshade Fashion Limited, Oluwasegun Abolarinwa Emmanuel, has been living his dream of bringing personalised fashion designs to life.
Having established Segshade Fashion in 2011 after graduating from university, he has been catering to the individual style and creativity of his customers.
According to Oluwasegun, “Segshade Fashion focuses on transforming a unique fashion vision into wearable designs that reflect the personality of my clients.”
Besides, the fashion brand has over the years been dedicated to growing its presence in the industry. Segshade’s journey has also been marked by a commitment to creativity, inclusivity, and curating fashion.
Although, a graduate of Engineering, Oluwasegun whose company is based in Ilorin, Kwara State, today makes a living from the creative industry as a fashion designer, and this gives him ultimate satisfaction.
“I’ve been a fashion designer for over 13 years, ever since I could distinguish between colours and my design skills in engineering. I chose this path because I wanted to showcase originality – not just my own, but also in others,” he says, adding, “This allows me to express individuality and creativity, both of which are at the core of my passion for design.”
According to Oluwasegun, as a brand, Segshade Fashion focuses on creating customised stylish pieces that allow individuals to express their personality and identity through their clothing and accessories. It also provides a range of fashion pieces — from casual wear to more formal attire — while ensuring that each collection allows wearers to create distinctive looks.
On how Segshade blends creativity with commercial appeal, Oluwasegun declares: “At Segshade Fashion, we believe the key to balancing uniqueness and commercial appeal is staying authentic to our core mission: celebrating individuality; while we aim to create designs that are original and reflect personal expression.”
He says further: “We also recognize the importance of creating pieces that are wearable and relatable to a broad audience. We ensure that our collections have a strong sense of identity, but we also keep an eye on what people are looking for in terms of comfort, versatility and trends.”
Before success beckoned, some of the hurdles Oluwasegun surmounted included learning to understand the commercial side of the industry; for instance, managing budgets, meeting deadlines, and ensuring that designs resonate with target audience, while staying true with his artistic vision was really challenging. He also had to make his brand standout in a competitive market.
The Segshade’s CEO attributed the success of African fashion on the global plane to several key factors. These include its rich cultural heritage, unique craftsmanship and bold, vibrant designs that reflect a diverse array of traditions. To him, the advent of digital platforms and social media has also played a significant role in amplifying the African designers’ voices.
In the next five to 10 years, Oluwasegun hopes to see Segshade Fashion as a globally recognised brand that continues to celebrate individuality, while making a significant impact in the industry.