Known as the ‘Godfather of Fashion’, Nigerian-born, London-based Adebayo Jones is one of the most successful and influential African designers in Europe. Since bursting onto the fashion scene 36 years ago, Jones’ exquisite and elegant designs have earned him a plethora of prestigious awards, including the BEFFTA Male Lifetime Achievement Award (2011) and the NEL Award for Outstanding Contribution to Fashion (2011). We were lucky enough to catch up with Jones about his current projects, his extensive charity work and what fashion means to him.
When did your love for fashion begin?
Fashion has been a lifelong passion for me. It was always something that I loved. The ideas, the creativity…I remember one episode – I think I was about 12 – I walked past this shop and saw this t-shirt out in the window. I thought: “Wow, I’ve got to have this t-shirt!”. So, I pestered and pestered my mum and eventually, she gave me the money to go and buy it. I came home running, all excited, and she asked to see what was so special about this shirt. And on the front of it, in very bold, colourful words was written ‘I’M REALLY FAMOUS!’. Later, you look back and think: gosh, maybe it was a way of me catching a glimpse of the future – of what I was going to do within this industry.
The first opportunity came in university. It was my first year, 1981, and all the university beauty queens were competing for a national crown. The whole place was filled. The show was presented by one of the students and I thought: “If she can do this, so can I!”. So the next year, I was ready. That was the first time in uni that I was able to present my work. And I got a name as a designer, even though I was studying history and sociology!
So was that the tipping point for you?
It was. I just knew. This is it, this is life, this is the calling. No matter what it takes, this is what I’m going to do for the rest of my life. That was just a moment of realisation, that I could do this and be very, very happy. I listened to my gut, my intuition and that passion crying inside, waiting for expression. I listened to it. And I’m so thankful that I did.
What matters to you most as a fashion designer?
My mission has always been to create clothes that are classically designed: clean lines; sumptuous fabrics; fine detailing that defines the ethos of what you do. But also to instil confidence in whoever wears my creations. I believe that everyone is created beautifully. I aim to help people find confidence, to identify more with the beauty they already possess. To help them find their own unique individuality in terms of expressing themselves creatively in fashion.
Where do you get your inspiration?
One of the things that really helped me is music. If I put on classical music and sit with my sketch pad, its almost like I’m taken into an out of body experience. I’m in this show and I’m looking at the runway and I’m seeing all these models walking up and down to that music – and I begin to sketch what I see. Anything you can imagine is real. If you can see the picture in the metaphysical world, you can bring it here. From where it didn’t exist, into the physical where I can see, I can touch it, I can feel it.
What are your favourite colours, patterns & prints to work with?
Can you take a guess? Everybody knows I love gold! I just love gold. The richness, the boldness, how vibrant it is. When you look at it, it takes your attention. It’s beautiful, elegant. But I love colours also. And I believe that people should be bold to express themselves. There’s a way that [colour] brightens up your personality and brings out the beauty and the shine in you as well.
How would you define your personal style?
I love being different. I don’t like to be a wallflower! I would probably turn up with a jacket in African prints, but it’s loaded with crystals. There’s no way you’re gonna miss me! I love accessories as well. Bold pocket squares. I love broaches, I love things that make you different. I believe everyone should be their own unique self and express themselves creatively. And when you can find your own uniqueness, this is the place that’s called freedom.
Can you tell us about your latest projects?
It’s quite exciting! We’ve designed a really beautiful range of scarves for women – and pocket squares and socks for men. We have been working on a new range of lifestyle products: luxury scented candles, diffusers, room and linen sprays which are just absolutely beautiful. Lockdown afforded us the opportunity to work on things that we probably would never have had enough time to focus on. That’s a blessing.
Then I started doing my chat show, Studio Time, on Instagram, which was great. It’s a beautiful experience for me, sitting with guests time and time again and listening to amazing success stories of how they got to where they are. [The show] is about making everyone realise that dreams are possible if that is your true purpose and calling. Those are the lessons we’re trying to share and motivate people with Studio Time. I think now I’m going to expand it and turn it into a TV show, so that’s very exciting.
What advice do you have for aspiring African fashion designers?
The first thing is to recognise that this is who you are, this is what you have been called to do. When things don’t go as you planned, the passion and the vision you had from the beginning is what helps you keep going, because you have your eyes on a goal. You have to be strong. You have to be determined.
You have to be courageous. You have to be innovative. You have to expand your mind. You cannot be lazy. And you cannot look at anybody else’s race and judge yourself. Each person runs their own race according to what is aligned with their destiny. Keep working, keep finding yourself. Don’t envy anybody. There’s no giving up if you recognise that this is your calling.
If you could be anyone else for the day, who would you be?
It would have been great to walk in the shoes of Mother Teresa. I say that because of the selfless way that she cared for people; her love for humanity, to want to make a difference. As much as I love the limelight of what I do, I recognise also that a lot of it is a facade. And what we do, you cannot live in it all of the time. You need to be real. You need to be a real person; you need to have empathy; you need to be able to impact lives and make a difference. Maybe that’s why I’ve been actively involved in so many charitable organisations. People say. “Why do you do it?” I wish I could tell you. But whenever I have an opportunity to help, I jump at it. Good causes mean a lot to me. What’s the point, if you gain the whole world, but then you can’t share either the resources of the position you have to make a difference? It’s clear that faith and passion are what led Adebayo-Jones to where he is today.
You can discover more of Jones’ award-winning designs – visit his Instagram page Africanaluxury or listen to his inspiring chat show, Studio Time, on Apple Podcast. We love Adebayo-Jones’ clothing, but do his words resonate with you, too?
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