When we encountered stylist Dimeji
Alara recently, we weren’t surprised to discover a huge dose of energy, drive
and passion locked up in the person behind the name and face. Less than a minute
with him and his funny nature became evident.
In this interview, the soft spoken
editor of Mania Magazine takes us down a memory lane into his experience as a
child and his achievements as an adult.
Tell us briefly, who is Dimeji
Alara?
(laughs) So many people ask me that question
every time. I’ve told myself, I am not going to answer that question. (laughs)
Go and find out who Dimeji is.
There are times when we are reported to
be who we really are not. And people go about with their opinion of us. The
media does same. That’s why I want to hear your own opinion of who you
are.
Well, I’m just me. I’m just the guy trying to
make a living doing what I love to do best…
Which is…?
Which is Fashion. (laughs)
What was growing up like for
you?
Growing up was fun. I mean I had the opportunity
of growing up in different environments. I was born in Paris. I grew up in
Paris. I grew up partly in Nigeria too. I’ve also lived in a couple of different
countries, so I’ve been able to see so many things. I try to take life not too
seriously because I’ve seen a lot in life. I’ve been in different positions and
situations both god and bad. I’m not from a rich home. I went through the
trouble every Nigerian went through. I don’t regret my life. I have a lovely
family, a few lovely friends too.
You studied fashion. This is one area
very few guys venture in. Why did you decide to?
I’ve always tried to stand out from the crowd.
It’s what I wanted to do, so I decided to do it. I mean, I don’t have to do
things because other people are doing it or because people want to study law,
become doctors or professors. I don’t want to put myself into what the society
believes is the norm. I wanted to do something and I did it regardless of
whether men go into fashion or study fashion or not. It was what I wanted and I
did it.
A typical Nigerian parent would have been
like ‘Over my dead body’ when there are other professions and careers like being
a doctor, an engineer or something they believe is a lot more dignifying. What
were your parents’ reaction when you informed them of your decision to do
fashion?
My parents are very open-minded and the way I was
brought up, is to be able to stand on my own and make decisions for myself. They
are always supportive and one thing I learnt from them was to be able to make
decisions for myself and it is very important to have that kind of mentality
when you are growing up else, you would never be a leader. To be able to lead,
you need to be able to make decisions no matter how difficult it is.
So kudos to your parents then for helping
you go get it. Don’t you think?
(laughs) Yes, of course.
You being somebody with a lot of exposure
as regards fashion. I mean you studied fashion in the university, I’m a little
bit curious. Of all areas in fashion, why did you choose Styling?
I think styling chose me actually, I don’t know
if i chose styling. Sometimes I even wonder why am I doing it. I love to do it
and that’s it. It’s something I love.
And since you started doing it, how has
the experience been so far?
It’s been great. It’s been very interesting too.
I mean like every other business, It’s very difficult to do business in Nigeria.
There are a lot of challenges involved. I mean endless challenges, I don’t even
know where to start from but when you are doing something you love, then it’s
not work anymore, it’s easier for you to deal with the challenges then.
I’ve always wanted to know what Styling
is exactly. Perhaps you could shed light on it. What does Styling
entail?
I have a very creative mind. For me, I see
Styling very differently from…from maybe how others see it. I see Styling from
an artiste’s point of view. For example, when am working on a shoot, let’s say
for the magazine, I’m thinking okay, what direction are we looking at? First,
you think of a story, you think of the girl, you try to build a story around her
and you look at the clothes, how relevant are they? You think of what is
relevant in terms of trend, you know, which is secondary. Yeah, then…uhm…(pause)
I don’t know how to explain it. Creative stuffs are always very hard to
explain.
Now, with your experience as a Stylist,
which of all your shoot would you say is your most memorable?
Uhm…there was this shoot i did recently, not out
yet. It’s going to be out in the next issue of Mania. I think that’s one of my
most memorable. And there was also one we did for the first issue of Mania. I
shot it with the lady inside…and that was the first shoot for Mania.
Has there ever been one that you didn’t
like?
Oh yes! I mean a lot of times, am very hard with
myself. Each time I do something, I always say it’s not good enough, so I try to
push myself really hard. Most times, I always feel there’s something missing and
I tell myself it could be better.
Now, tell me, how easy do you find it
working with women?
Uhm…It’s very easy, you just need to be patient
(laughs)
Perhaps I should put it this way. How
easy is it for you understanding the woman’s body to be able to help her flaunt
it? Is there a strategy you employ to get that done and make it
perfect?
It’s about what she wants and also about what I
want. If we both agree…then it’s up to the two of us to make it work. I mean it
takes the two of us. I mean it takes the stylist and the person being styled.
Once the person being styled has objections…then things start getting
funny…(laughs)
Has there ever been a time when things
got funny?
It always happens. I mean you are dealing with
women. It’s how you handle it that’s important. You can’t take things personal
with women; you have to know how to find your way out.
Most Stylists claim to have a distinctive
personal style, and am sure you do too.
(laughs) Well, if you say so.
So how would you describe your
style?
My Style is very simple. I usually don’t go
shopping buying clothes. That’s not something I spend on. I wear whatever I have
as long as it looks good and is okay. Whether it’s designers or not. I’m really
not concerned about those things.
You do have a Styling
company.
Yeah
Tell us about it.
It’s Styling Concept which I have put aside for a
while, of course I still do Styling jobs but this is a company that would need
my proper attention. Now I am putting more attention into
Mania, as time goes on when I have more time and energy to cope
with two things, then I would. I don’t like to do too many things at the same
time. I like to be focused, not do all the styling jobs here and there and at
the end, it would come out as crap.
What do you think is the prospect for
upcoming Stylists considering the fact that Nigeria is a country where everybody
has this idea of I can do it myself or my tailor can help.
But that is gradually changing now.
Interesting. So you think there is a
reason for upcoming Stylists to still stick to their guns?
It depends on their reason for going into
fashion. If they are going into fashion because it looks glamorous on the
outside, then they have a problem. Whatever you do in life, you need to do it
for the right reason and not because how glamorous or interesting it looks,
because, it’s actually not glamorous.
You really mean that?
It’s not. Believe me, it’s not.
Well, if you said it, then…(laughs) Now,
how would you convince me that I need the services of Stylist.
I don’t have to convince you.
Really?
Yeah. You would realise it when it gets to a
point. A lot of our people are beginning to realise that. Nobody needs to tell
them. By the time you dress like a frog to an event and then the picture is
posted on Bella and everybody is blasting you, then you will know that you
definitely need a Stylist. I mean, the internet is also changing so many things.
It gives people something to talk about whatever they see. You are a celebrity
and you go to an event you think nobody is not looking at you and then the
picture lands on the internet and everybody is…you know, saying stuffs about
you….(laughs)
Having worked with so many celebrities,
who would you say is that celebrity that really brought your job to
limelight?
No celebrity…I won’t say any celebrity made
me.
Is there any that made your job appeal to
you? One that you worked with and told yourself wow!
I’ve enjoyed working with a lot of people but
it’s against my rules to talk about my clients. I’m sure they love their privacy
and the people I’ve worked with over and over still…
Like who and who?
(laughs) No I won’t.
Nigeria, as a country is growing and so
is her fashion industry. Every Nigerian has suddenly become fashion conscious,
following trends so religiously. Now, as somebody who studied, understands and
follows fashion, can you forecast the trend in let’s say three
years?
What I do is, I look at what is going to happen.
What state people are going to be in financially, in terms of the state of the
country? It plays a very big role in what colours people wear. You know, the
colours you wear, depends on how you feel, how you feel depends on what is
happening around you and also what the weather would be like in few months. It’s
a matter of looking around you and putting people’s thoughts into consideration.
All these things might sound useless but they all play huge factor in what
people are wearing. For example, if the economic situation in the country is
bad, people don’t want to wear expensive stuffs, they want to buy wearable
stuffs, like black pieces which you can wear over and over and not what you
would wear once because there are more things to spend money on than clothes.
Things like that. It’s very easy to predict when you look at what is happening
around you.
So what do you think is going to happen
to Nigerian Fashion in the next three years?
The next three years, I can’t say for sure but
with the way things are going, but let’s look at it, in the last two years, what
are the changes? Did things get better or not?
But everything seems stable now, after
the subsidy thing that happened recently, so I guess there is a fair level
ground and possibility for predictions.
I can’t see the future. All I can do is predict
and hope that it gets better..
Now, tell us about your job as the editor
of Mania Magazine.
I do a lot. I edit the magazine, the stories, of
course. I style almost all the shoot. I layout the pages, I look through the
entire magazine in terms of content. What story goes in? Basically, that is what
I do. From marketing to page layout, to styling to editing to writing.
Let’s get a little personal now. Is
Dimeji married?
No, am not.
What’s your favourite fashion place in
the world?
I told you am not a shopping person.
Somewhere you go to get all your fashion
needs.
Buy things for myself?
Maybe or somewhere you would recommend
anytime.
Hmm may be Temple Muse or Mango. I think those
two.
What’s your favourite fashion
accessory?
My favourite fashion accessory…I have this old
belt I have owned for years now and it still looks nice. Yeah, that’s my
favourite fashion accessory. Actually, my dad gave it to me.
Who is you favourite fashion
designer?
I’ve been really really enthralled by the new
designers and am very excited with the designs they parade every time. Talk of
Ejiro Amos Tafiri, Bridget Awosika and others. They are really very good and I
am proud of them.
Who would you like to trade closets with?
Home and Abroad.
Hmmmm…I think that would be Carl Lagerback. We
don’t really share the same style but I think I would be comfortable trading
wardrobe with him. In Nigeria….(thinks) None.
Can you define Nigerian fashion in one
word?
Nigerian fashion is…Pretentious, Loud and
unrealistic.
Why do you think so?
Most Nigerians are afraid of being themselves, so
they wear clothes to lie about their status and cover up for some things.
Fashion overseas, is wild and marketable.
What advice do you have for wealthy
people who wish to invest in Nigerian fashion?
I would advise them to invest in distribution.
There are no distribution networks. Overseas, you find departmental stores
everywhere. This is one area that needs to be looked into.
Finally, Dimeji. Be our style guide. A
couple just got an invitation to a cocktail. What would you suggest they
wear?
I think the man should have on a black tie and
the lady, maybe a little black dress.
Just that?
Hmmm…(laughs) Yes, just that.
Alright thank you Dimeji for spending
your time with us. Thank you.
You are welcome.
April 26th, 2012 
Ali Afegbua 
