Blending the richness of African heritage with the refined minimalism of European design, Imaatu stands as a powerful voice in contemporary fashion. Rooted in both Nigerian and Austrian cultures, the brand’s creative vision reflects a deep commitment to cultural fusion, inclusivity, and bold self-expression. In this compelling conversation, Imaatu’s founder shares insights into how her dual heritage influences her design philosophy, the role of fashion in bridging cultural divides, and how the brand continues to challenge norms while honoring its roots. From gender-fluid campaigns to reimagined silhouettes, Imaatu isn’t just creating garments — it’s shaping a global conversation about identity, diversity, and the future of fashion.

Your brand is uniquely positioned between Africa and Europe. How has your Nigerian and Austrian heritage influenced your approach to fashion?

My Austrian and Nigerian heritage blends the richness of Africa and the minimalism of Europe perfectly together. Imaatu designs reflect that.

Fashion is often seen as a universal language. How do you ensure your designs resonate with both African and European audiences while maintaining your brand identity?

All my designs mirror me as a person — I am both African and European, therefore it resonates with both audiences.

Representation in fashion has evolved over the years. What does diversity mean to you as a designer, and how do you incorporate it into your work?

With both Nigerian and Austrian roots, I see diversity as a natural part of my creative process — not just a trend!

Many fashion brands face challenges when pushing boundaries. Have you ever faced resistance or criticism for your creative choices, and how do you handle such situations?

When faced with criticism, I see it as growth and not as a setback. Anybody who teams up against you to criticize what you do only shows that you are doing something big.

Your recent campaign featured a striking mix of unconventional elements (using a male model in female pieces). What inspired the choice of models and themes, and what message were you trying to convey?

My inspiration for this campaign was Godwin’s (the ballet dancer) beauty. By featuring a male model, we aimed to blur the lines between masculine and feminine aesthetics, showing it as a form of identity rather than a limitation — also demonstrating the flexibility and comfort of an Imaatu gown.

Fashion has the power to challenge stereotypes and reshape perceptions. How do you use your brand to create conversations around inclusivity and open-mindedness?

Fashion is a powerful tool for storytelling! Imaatu campaigns intentionally challenge stereotypes by reimagining traditional aesthetics and encouraging self-expression without boundaries.

Many African designers focus on traditional wear, but your approach is refreshingly modern and global. How do you balance cultural authenticity with contemporary trends?

Balancing cultural authenticity with contemporary trends is at the heart of our design philosophy. Instead of strictly adhering to traditional silhouettes, I experiment with structure, fabric manipulation, and styling to create pieces that feel fresh and innovative while still honoring my roots.

The African fashion industry is evolving, with more global recognition. What changes do you think still need to happen to make the industry more inclusive?

For the industry to be truly inclusive, there needs to be more support for emerging designers, especially those from underrepresented communities. We need platforms that amplify diverse voices, funding opportunities for creative entrepreneurs, and more cross-cultural collaborations. Inclusivity also means breaking down stereotypes about what African fashion should look like — allowing designers the freedom to innovate without being boxed into traditional expectations.

Have you noticed any differences in how African and European audiences react to your designs, especially when they challenge societal norms?

Yes, I have noticed differences. In Europe, there tends to be more acceptance of gender-fluid fashion. In Africa, the response can be more layered, but there is a growing embrace, especially among younger audiences.

Looking ahead, how do you see the role of fashion in bridging cultural and societal divides, and what impact do you hope Imaatu will have on this movement?

I want Imaatu to be a brand that not only creates beautiful clothing but also connects people across different cultures through the universal language of style.