by Francesca Uriri

 Plus size women shouldn’t have to choose between being comfortable and being fashionable; their clothes should sparkle, pop and accentuate their God-given curves. This is what Linda Ojoma Idegwu, Founder and Creative Director of Dear Curves believes. She talks about building an afro-centric fashion label that caters to full-figured women, running a successful business and why it’s important to stay grounded. She’s the Leading Lady Africa for the week. Be inspired!

You are the Founder/Creative Director of the DearCurves label; how did your interest in fashion start?

My interest in fashion trails back to my pre-high school days. I remember spending time, watching my late mum deconstruct, and put items together to create something entirely new!, I recall she religiously read fashion magazines such as Vogue and was relatively involved in anything that had to do with fashion. I reckon my interest started then, it became a passion as time went on, and I’ve just carried on doing what I know best.

What motivated you to start a plus-size fashion label?

The lack of beautiful, fashionable items of clothing for curvy women in the western world, my culture,(being plus size is the norm and celebrated),and the desire to help women feel great and love their bodies, all played a fundamental role in my decision to launch a fashion range that caters exclusively for women with curves, UK sizes 14-28. My heritage, which played a crucial role, in the inspiration process, is reflected in all my creations, by my usage of African wax prints fabrics as staples in every range.

 How long has Dearcurves been in existence, and what has the response to it been?

Dearcurves was officially launched in January 2013, shortly after; we landed our first magazine feature in the prestigious Vogue Italia, and subsequently Elle, Huffington Post, La Stampa, Marie Claire, amongst others. The response has been positive and overwhelming. I believe this is because we are passionate about our customers, our creations and the services we offer.

 The ‘Dearcurves’ name is a catchy one, how did you come about it?

From the onset, I wanted a name that reflected my target market, a name that told a story and could just as well be the start of a love letter written by a woman to herself; listing what she loves about herself. I believe that “Dear curves…” is the start of one’s body acceptance journey. The name Dearcurves accurately depicts my idea of a woman’s relationship with herself, how she wants to look or be addressed.

 You cater to a niche market (plus-size women), are you ever tempted to go mainstream and cater to a more mass market?
Some of our items are produced in a UK size 12; having said that, we are presently very much focused on our target market. By doing this, we will be able to carry on giving the high level of service our customers expect from us. It also means, we are able to maximize our resources and remain at the forefront of setting the fashion trend in the plus size industry. So in answer to your question, no we are definitely not tempted to go mainstream, and you know what? Curvy is the new mainstream, so there! Lol!

The brand is currently based in the UK, do you have any immediate plans for extension?

We presently have a couple of stockists in various parts of the world and are actively working on getting more on board. Factors such as: logistics, cost, exchange rate etc, all need to be evaluated in every instance, hence we won’t be rushing into this just yet.

When you were starting out, did you ever have moments when you thought “Linda what are you doing?” and how did you cope with those moments of fear?

Absolutely! I still get those moments actually! Times like that, I remember why I started, reflect on where I was, and my plans for the future. I challenge the fear, ascertain if it’s rational or not and address each issue on a point by point basis.

The fashion industry is notoriously fickle and surface, how do you stay real and grounded?
I’ve got a strong network of close knit friends and family that certainly keeps me grounded. I create clothes for the love of it really, and I don’t indulge in the shenanigans associated with the industry, especially the ones I deem to be unnecessary.
Who are your top three fashion icons?
Michelle Obama,( her minimalistic approach), Sarah Jessica Parker (SJP), and Dita Von Teese

The plus-size movement is gaining momentum – from fashion runways to fashion photography, what’s your take on this?
I say it’s about time really! The average dress size in the UK is a size 16. Plus size women play a crucial role in the fashion industry as a whole. The plus size industry in the UK employs approximately 2,804 people. The industry has an estimated growth rate of 6.7% between 2015 – 2020, with a total revenue of £708million. It’s preposterous then, that our contribution is only just being acknowledged at a slow pace. But then again, I suppose that in itself is progress, so we shall keep striving to ensure the figures go up.

As a fashion designer, what thing would you absolutely NOT be caught wearing?
I passionately dislike crocs. It is aesthetically wrong!

Where are some of your favorite travel destinations in the world?
Milan, Paris, Rome, Kenya,

Name 3 Nigerian and 3 International designers that you admire?
Well…Dearcurves being number one for very obvious reasons, hahaha!
Maki Oh and Ejiro Amos Tafiri.

For international designers: Chanel, Alberta Ferretti and Bottega.

Where do you see yourself personally and professionally in the next 10 years?
Being the plus size fashion designer whose label is synonymous with premium quality and fashion forward clothing for curvy women. Dearcurves is the brand to go to for fashion forward clothes. My vision is that of improvement in what we already offer, I envisage growth and expansion for the brand.

You’re Nigerian-born, are there any plans to bring Dearcurves here?
Absolutely, we will have our new range available on Jumia Nigeria in couple of weeks’ time.

Words of advice for burgeoning fashion designers and entrepreneurs?
Fashion is capital intensive! Make sure you have access to surplus funds, also do your research, know your market and be the best in your field.

Follow Dearcurves on instagram @dearcurves and twitter @dearcurvesREAL

The Leading Ladies Africa Series is a weekly interview series that focuses on women of African descent, showcases their experiences across all socio-economic sectors, highlights their personal and professional achievements and offers useful advice on how to make life more satisfying for women.
It is an off-shoot of Leading Ladies Africa; an initiative that seeks to effectively mentor and inspire women, with particular emphasis on the African continent.
Do you know any woman of African descent doing phenomenal things? Send an email to lead@leadingladiesafrica.org and we just might feature her.