The Butterfly Transformation (Honey Malaolu)
LPNY had the opportunity to catch up with UK based designer Honey Malaolu who's brand as she mentions is unique due to the "treasured internal and external meaning of a butterfly. The butterfly is at the essence of Honey Malaolu's inspiration and simple represents evolution." - HM. The designer although born in the United Kingdom, is originally from Nigeria.
LPNY: Honey Malaolu aspires to be of course, a name to be remembered, what best describes the concept of the brand? (A movement, a story, a work in progress, etc)
HM: The transformation is a story, which holds power in my design esthetic. It is about making a woman look and feel beautiful from the soft touch of cotton on her skin to the cut and materials used, transforming her into an elegant and beautiful creature to look at.
LPNY: How did Honey Malaolu begin?
HM: Since childhood I have been always good with creating things with my hands and I loved making things when I was a young girl. I decided to embark on a degree in fashion and textile, to further advance the techniques I self-taught myself and by observing seamstresses and tailors. It has been indeed a great journey that keeps pushing me forward and allows me to learn on a 360 degree level (including the business side of fashion).
LPNY: What event/ opportunity truly opened doors for Honey Malaolu in the fashion industry?
HM: I would say when invited to take part in a pop up shop in association with Barclays Bank at one of the largest shopping centres in London, Westfield Stratford which was built around the Olympics. After five great months I knew there was a market for my brand and it could develop in high demand.
LPNY: How is your heritage, background and upbringing reflected in your work?
HM: I was born in the UK but originally from Nigeria, as I mentioned earlier. I have always had a massive place in my heart for Africa and always want to do something that brings me closer. Fashion is the tool that offers me the chance to combine the traditional African prints and silhouettes of styles in different parts of Africa which is also a part of me. I combined the traditions with a contemporary twist, making a beautiful mix that is elegant and wearable.
LPNY: At Lapetitenewyorkaine we’re big on teamwork, how important is teamwork to Honey Malaolu? What is your work environment/ work culture?
HM: It is great to hear this, because at Honey Malaolu we believe that our team, its people and value are the most treasured things. Indeed, HM is the fashion business based on the value of its people, their creativity and the union of many talents working together to attain the best of the best. It might sound cliché’ but our work culture is one of collaborative thinking and pragmatism, where all hands and brains are on deck and openness is relevant to daily improve ourselves.
LPNY: What challenges has the line faced with being an African brand?
HM: To be honest every brand face challenges. I am working on getting my designs made in Africa and I know a lot of challenges will come from this. However, I am ready for it as there will be greatness coming out of it, providing a real solutions to a problem. Moreover, another issue is that when you start a fashion label funding is a problem, so it is cardinal to push through with a sound strategy in order to make it happen. It is important to be wise and start small we all dream big, but you will get there just take a step at a time.
LPNY: How does your location benefit or disadvantage you in some ways? If not, how so as well
“We all have our own journeys so don’t watch what someone else is doing.”
HM: Because I am based in the UK you will always be looked at in a good light from other countries as London has always been at the forefront of fashion for decades. I still feel a few limitations with my brand here as the street fashion is a big thing here. I make dresses with elegance and glamour and I feel other countries have a better focus in those areas, which is more my market.
LPNY: How do you begin to piece together a collection? Or does it vary per collection?
HM: I always look at the same mood board which is the development of the butterfly and what it represents. I redefine what collection I have done before and even though I am making a new collection, it is simply just another chapter to the story, making everything flow together. I design, make the patterns and the first samples which is always exciting process creating a sketch into 3-D.
LPNY: What aspects of your career now do you enjoy most? How have they changed (if they have).
HM: I am still in continuing evolution in this journey and I have a long way to go but very excited as I have big aspiration for the brand Honey Malaolu. I love to see my clients happy as this is what keeps me going, to make a woman feel so beautiful and to be able to share my gift with the world gives me so much Joy.
LPNY: In your opinion, what are some of the highest qualities/ designs/ methods/visions/inspiration that Africa has to offer in the fashion industry?
HM: Africa is booming with inspiration, creativity and designers all around the world look to the Continent for inspiration (just look at Yves Saint Laurent, oops Saint Laurent now or more recently collections from Burberry and Valentino, all African inspired). It is because Africa is full of so much culture and vibrant life. The traditions of Africa are a great mood board from the different tribes, each and every one with its peculiarities and distinctiveness.
LPNY: What is the big picture for Honey Malaolu moving forward? What can we expect to see?
HM: Big things for me in 2016, as I am ready to grow and develop HM into something great. For me it is important to get the brand out there to the world and into great shops and customers hands. I will be launching some exciting new products and accessories, which will be a great addition to the brand and my journey.
LPNY: Honey Malaolu what do you do in your spare time?
HM: My life is fashion, so I don’t have much spare time but if and when I do I spend it with family as that is very important to me.
LPNY: What is your best advice for upcoming designers?
HM: We all have our own journeys so don’t watch what someone else is doing. You can definitely be inspired but just focus on you and what is unique about your brand as that will make you sell.
LPNY can only be inspired and anxiously awaiting the future of Honey Malaolu, we know it will take our breath away. Keep up to date with HM on LPNY!
