In Dialogue:
ANDREA IYAMAH
ANDREA IYAMAH
At only 28, the self-taught Nigerian designer has successfully redefined swimwear and shattered glass ceilings. Meet her here.
PUBLISHED: FEBRUARY 1 2022
Today, “swimwear that doesn't look like swimwear” isn’t such an unusual concept. But that wasn’t necessarily the case back in 2011, when Andrea Iyamah, then just 17 and still a student, founded her line of innovative, adventurous resortwear that pays homage to her Nigerian heritage. The Lagos-born talent grew up wondering why there weren’t more African names on the racks of her mother’s luxury fashion boutique, so she set out to create a modern label that not only reflects her heritage—but also gives it global recognition. And while the vivid, nature-inspired collections, which debut at Lagos Fashion Week, have carved a niche in the wider fashion industry, her entrepreneurial journey is equally inspiring.
As a teenager, Iyamah possessed an acute business-savvy and relentless work ethic. Blessed with natural creativity, she taught herself the craft of garment-making and design, used the coding she learned in college to build the first iteration of her website, and focused on marketing and communications to grow her business. In the years since, her line has grown into A.I. Studio, a holistic endeavor also encompassing accessories and homeware. On top of that, she recently launched SEED AMBITION, a platform aiming to nurture next-generation African creatives by providing a supportive community and access to resources. “It’s my way of educating, giving back—and learning myself,” Iyamah says.
Speaking to Moda from her home in Victoria Island, Lagos, the designer and founder shares the story behind her label, the messages her collections carry, and what drives her now.
MODA: You’re based between Lagos and Toronto. Where do you consider home?
ANDREA IYAMAH: Home for the brand is always going to be Nigeria. Historically and physically, at our core, Africa is home. It’s where we create from and what we’re inspired by. A lot of the business operations are in Toronto. Production happens all around the world—sometimes in Africa, sometimes in India. It depends on what story we want to tell with each piece.
MODA: How do you split your time?
AI: Before COVID became what it is, I was split pretty equally between the two cities. After the pandemic, I started living more in Lagos—mostly because Toronto is really cold. As you’d imagine, I am a warm-weather woman!
“I always questioned and wondered why African or Nigerian design wasn’t international. I wanted a situation where the whole world had access to our design and our inspiration.”
MODA: What were your goals when you first started the brand?
AI: Being a Nigerian girl and being an African girl, I always questioned and wondered why African or Nigerian design wasn’t international. At that time, it was all bespoke. It wasn't ready-to-wear, and I wanted a situation where the whole world had access to our design and our inspiration. How do I spread the African narrative even further, in a modern and receivable way that’s not watered down and still honors tradition?
ANDREA IYAMAH: Home for the brand is always going to be Nigeria. Historically and physically, at our core, Africa is home. It’s where we create from and what we’re inspired by. A lot of the business operations are in Toronto. Production happens all around the world—sometimes in Africa, sometimes in India. It depends on what story we want to tell with each piece.
MODA: How do you split your time?
AI: Before COVID became what it is, I was split pretty equally between the two cities. After the pandemic, I started living more in Lagos—mostly because Toronto is really cold. As you’d imagine, I am a warm-weather woman!
“I always questioned and wondered why African or Nigerian design wasn’t international. I wanted a situation where the whole world had access to our design and our inspiration.”
MODA: What were your goals when you first started the brand?
AI: Being a Nigerian girl and being an African girl, I always questioned and wondered why African or Nigerian design wasn’t international. At that time, it was all bespoke. It wasn't ready-to-wear, and I wanted a situation where the whole world had access to our design and our inspiration. How do I spread the African narrative even further, in a modern and receivable way that’s not watered down and still honors tradition?
MODA: What are your signatures?
AI: If you look back at the collections, you'll see that vibrant colors have always been there. I always wanted to create an energy; an uplifting quality. I wanted customers to escape some level of reality through the pieces. I hope our pieces scream: "Live and live well. Explore." I’m a nature girl, so anything that reminds me of nature is what I wanted the brand to look like.
“We specifically picked the eucalyptus leaf because of its healing power. I felt like we all needed to heal in multiple ways—not just literally, but mentally and socially.”
MODA: What are the messages behind the SS'22 collection?
AI: Because of COVID, I felt like we all needed to heal—not just literally, but also mentally and socially. We specifically picked the eucalyptus leaf as a print motif because of its medicinal power. During COVID, when my mom was taking preventative measures, she always steamed her face with eucalyptus. Mushrooms were another key element because of their ability to survive. They can sprout from very difficult or strange conditions and typically grow in clusters. It’s a kind of metaphor for the brand during COVID: the idea of being able to survive regardless, and to survive together.
MODA: Where do you garner inspiration from, specifically? I’m thinking about the really interesting silhouettes, ruffles, bold colors...
AI: The honest truth is nature is an endless source of inspiration for me. It’s a source of so much happiness. Our signature ruffle imitates a leaf inspired by Eve in the Bible, who’s always depicted with leaves covering her body. I see leaves and Eve as the genesis of women and early signs of how nature really connects to what we wear. The purpose of each collection might differ, but it has to celebrate nature in some way.
AI: If you look back at the collections, you'll see that vibrant colors have always been there. I always wanted to create an energy; an uplifting quality. I wanted customers to escape some level of reality through the pieces. I hope our pieces scream: "Live and live well. Explore." I’m a nature girl, so anything that reminds me of nature is what I wanted the brand to look like.
“We specifically picked the eucalyptus leaf because of its healing power. I felt like we all needed to heal in multiple ways—not just literally, but mentally and socially.”
MODA: What are the messages behind the SS'22 collection?
AI: Because of COVID, I felt like we all needed to heal—not just literally, but also mentally and socially. We specifically picked the eucalyptus leaf as a print motif because of its medicinal power. During COVID, when my mom was taking preventative measures, she always steamed her face with eucalyptus. Mushrooms were another key element because of their ability to survive. They can sprout from very difficult or strange conditions and typically grow in clusters. It’s a kind of metaphor for the brand during COVID: the idea of being able to survive regardless, and to survive together.
MODA: Where do you garner inspiration from, specifically? I’m thinking about the really interesting silhouettes, ruffles, bold colors...
AI: The honest truth is nature is an endless source of inspiration for me. It’s a source of so much happiness. Our signature ruffle imitates a leaf inspired by Eve in the Bible, who’s always depicted with leaves covering her body. I see leaves and Eve as the genesis of women and early signs of how nature really connects to what we wear. The purpose of each collection might differ, but it has to celebrate nature in some way.