Apr 93 min read

Sisi Clara - Nigerian Fashion Brand

My name is Zainab Bello Badejoko, the founder and creative director of SISI CLARA, a fashion brand based in Cardiff. I pursued my studies in Nigeria and later embarked on the journey of obtaining a master's degree in fashion marketing at Cardiff Metropolitan University.

SISI CLARA is an Afro-contemporary high fashion brand experience for the today’s woman. We epitomize the spirit of modern luxury entwined with the vibrant tapestry of the Nigerian culture. Our intricately designed made-to-order pieces blend cutting-edge aesthetics with traditional influences, presenting a distinctive narrative that transcends cultural confines. Each garment narrates a tale of artistry, fervour, and a dedication to pushing the boundaries of style.

What's the story behind Sissi Clara?

I'd love to share that story. The journey began in 2013 during an English language lecture in my undergraduate years. I was daydreaming about sewing clothes for people, which led me to take sewing lessons. I later enrolled in fashion school, and my dad started calling me Sissi Clara. This name came from one of his favourite TV series from his childhood, where a character named Jessica, a tailor, was a central figure in the village. Her salon was a place where people came for news and support. This resonated with me, and the name stuck.

What has the response been like in Cardiff with your clothing?

I’ve only just launched, so it's early days yet. But so far, the feedback has been positive.

Tell me about your educational journey. Did you go to Cardiff Met?

Yes, I did. I completed my master's in fashion marketing management at Cardiff Metropolitan University. It was an exciting journey that opened my eyes to many opportunities, supported by the academic team and lecturers at Cardiff Met.

Do you know Nada?

Yes, she’s a fantastic lecturer there. She talks about equity in fashion and how big brands like Gucci often take prints and designs from African cultures without giving proper credit. I think we need to do more to recognise and credit original designs in the fashion industry.

Do you know many fashion designers in Cardiff?

I’m still getting to know other designers here. The pandemic disrupted a lot, including our studies, which switched to online. But I have met fellow Nigerian designers in Cardiff making their mark.

Tell me about some of your designs.

One of my pieces is called the Agbada Kimono set. Agbada is from Yoruba culture and signifies royalty and luxury. I blend it with the kimono style, creating something unique and luxurious. I aim to create timeless pieces that don't fade with trends, wearable even 50 years from now.

What do you think about fast fashion?

It's a tough issue. Given the current economic situation, fast fashion isn't going anywhere unless sustainable fashion becomes affordable for everyone.

The popular Agbada Kimono set.

Tell us about your plans for the future.

Right now, my goal is to increase brand awareness and sales and get on the radar of the British Fashion Council. I also plan to start a foundation for children, where a percentage of each sale goes to promoting healthy living for children.

What specific cause would the foundation support?

I haven't finalised the details yet, but I want to help children, particularly in the UK, in areas like poverty and education.

How did you find adjusting to Cardiff after growing up in Lagos, Nigeria?

I moved to Cardiff in 2020, and while it’s been quite an adjustment, I’m enjoying it here despite the cold.

How does one get involved with the British Fashion Council?

There’s a membership process, and you need to have been trading for at least six months, produce lookbooks and collections, and prove yourself. I’m working towards the BFC New Gen Award, which offers business support, funding, and networking opportunities.