We must tell African story with our craft – Fashion Designer Ivuoma Oghoro to colleagues
In a fashion world often dominated by Western narratives and aesthetics, Nigerian designer Ivuoma Oghoro is championing a different perspective—one rooted in culture, identity, and authenticity.
As the creative director of fashion brand IvyRaspberry, Oghoro is passionate about using fashion as a storytelling tool to amplify the African voice and reimagine its image on the global stage.
“We must tell the African story with our craft,” Oghoro said in an interview. “African fashion designers do not necessarily need to act upon the dictates of Western influence. Instead, we must carve out a creative and unique niche for ourselves—one that reflects who we are and where we come from.”
Oghoro’s journey into fashion was not sudden, but a culmination of years of passion, self-expression, and bold ambition. Although she officially launched her fashion brand in 2016, she revealed that fashion has always been a part of her identity. “Before launching my own brand, I spent years retailing fashion pieces from other designers,” she said. “But my creativity wouldn’t sit still. I had so many ideas in my head, and I just couldn’t keep watching others bring theirs to life while mine stayed trapped in my mind.”
That restlessness birthed IvyRaspberry, a brand defined by “easy elegance” and intentional design. For Oghoro, fashion goes beyond trends—it’s a form of storytelling. “Fashion is more than clothes—it’s confidence, it’s personality, it’s storytelling,” she said. “Designing gave me a voice. It became my way of speaking without saying a word.”
IvyRaspberry specializes in ready-to-wear pieces that are expressive, stylish, and wearable. “Our speciality is in the detail: how the fabric sits on the skin, how the outfit tells your story,” Oghoro explained. “It’s not just about trends—it’s about personality, comfort, and mood.”
What truly sets IvyRaspberry apart in a competitive market, however, is its commitment to individuality and sustainability. “Everything we do is intentional—from fabric choices to our finishing. We prioritise comfort and individuality,” she noted. “We also take sustainability seriously—our ‘IvyGreen’ commitment is about using energy-efficient processes from start to finish.”
Although the brand has released several seasonal drops, Oghoro shared that they’ve not yet formalized collection names. Still, each release has reflected the IvyRaspberry identity: classy, versatile, bold, and made with love.
Describing her target audience, Oghoro said, “An IvyRasper is confident. She’s expressive. She loves style but doesn’t follow rules. She wants her clothes to speak before she does. Whether she’s dressing for brunch, a business meeting, or a quiet moment with herself—she dresses with intention.”
Oghoro draws inspiration from the world around her—conversations, music, textures, and even late-night thoughts. She also credits her academic background in fashion management for helping her balance creativity with structure. “My MA in Fashion Management taught me discipline, but it’s my daily life and my love for people that keep the ideas flowing,” she added.
Navigating the fashion industry as a female designer comes with its own challenges, including the constant pressure to reinvent and prove oneself. “The biggest challenge? Creating your own seat at the table when the industry doesn’t always see you,” she said. “I’ve learned to focus on impact, not noise. I move with purpose, and I remind myself that slow growth with substance is better than fast hype with no roots.”
As for her international vision, Oghoro is already building toward a global presence through digital platforms and cross-border collaborations. “IvyRaspberry was always meant to be global,” she emphasized. “We’re building digitally—our e-store is the heart of that. But beyond that, I’m excited about collaborations, creative campaigns, and tapping into international markets through stories that resonate.”
Social media has become a key component of IvyRaspberry’s brand growth and engagement strategy. “It’s where we really get to be ourselves,” she said. “We share our pieces, of course—but also our process, our values, and the community behind the brand. It’s not just marketing—it’s connection.”
Looking ahead, Oghoro envisions IvyRaspberry becoming a formidable force in global fashion. “In the next 5 to 10 years, I see IvyRaspberry in wardrobes, in editorials, and in spaces that matter,” she said. “I see us expanding into new categories, exploring physical retail, and deepening our environmental impact. But most of all, I see us still creating from a place of love, still connecting with real people, and still doing fashion on our terms.”
For Oghoro, the most rewarding part of being a designer is seeing people resonate with her work. “It’s that moment someone wears IvyRaspberry and says, ‘This feels like me,’” she said. “That’s everything. Designing allows me to create a sense of belonging and identity for others—and that’s a powerful, beautiful thing.”