With a career spanning communications, design, and cultural strategy, Nigerian creative and brand consultant Zara Odu drives sustainable initiatives that prioritise artisanship and circular thinking across Africa’s creative industries.
YLA: When did your creative journey start?
Zara: I grew up in a creative home. My mother was an interior decorator, and that influenced my desire for creativity. But I studied communications in Paris before receiving my Master’s degree in fashion in the UK. While I was in Paris, I also pursued fashion internships, which introduced me to the industry. The first fashion shows I was involved in were for Chanel and Valentino.
YLA: Through your company, Designers Consociate, you help brands grow in the creative industry by developing sustainable solutions and innovative strategies. What inspired you to start it?
Zara: I wanted to return to the process of handcrafting. Having worked in fashion for a while, it was always about runway events, shows in Paris, and shooting beautiful campaigns. All those things were great, but I also believed the industry needed to change.
YLA: What sparked your focus on sustainability?
Zara: Designers Consociate was initially based around production processes, ensuring that designers source locally and that we add value to the work of artisans. Sustainability as a niche wasn’t my vision, but I welcomed it because it was a natural progression from my communications background into something industry specific.
YLA: How would you define sustainability within and outside of fashion?
Zara: My mentor always described sustainability as care and respect. And that idea has stayed with me. It’s about respecting materials, processes, food, and places.
YLA: How do you integrate mindful living in your everyday choices?
Zara: I never buy anything without looking at the ingredients or tags. When I shop, I inquire about fabrics. I encourage my children to think consciously and educate them on why certain products are harmful. It’s about doing your best and finding balance, because living fully sustainably is not easy – especially in today’s world. There are always grey areas.
YLA: How has your mother’s career influenced the way you approach business, design, and creativity?
Zara: I didn’t realise how much her ethos influenced me until 2023, when I was developing Roundabout – a platform to share experiences, dialogue, and discovery about circularity and innovation in Africa. As a child, my mother had her work studio behind our house, and I grew up seeing craftspeople and carpenters making furniture. I understood the process of making things at a local level from a young age. That subconsciously informed my decision to work in this space.
YLA: How do you find the balance between your work and personal life?
Zara: They are intertwined, and I don’t have to separate them. I obviously rest and pause to have family time and to reset. But generally, even when I’m on holiday, I’m thinking about fashion and work in the most organic way that doesn’t feel hectic. I’m blessed in that sense.
YLA: What does luxury mean to you, and how does it align with your values around circular fashion?
Zara: For me, luxury is sustainability – when something is made from the highest quality materials and can be worn over and over again.
YLA: Having lived in Lagos, Paris, California, and London, which city best reflects your fashion sensibility while on the move?
Zara: I would say a mix of Paris and Lagos. But Paris is more me.
YLA: What’s your go-to ritual when you need to feel inspired?
Zara: Pinterest puts me in a positive mood. I can go onto it and feel like I’m in a different world.
YLA: Is there a movie that best captures your taste?
Zara: I used to like Funny Face, but I don’t know if it still resonates with me. It’s very fashion coded. I’m not sure if there’s a specific film that defines my taste at the moment.
YLA: Your ultimate style muse?
Zara: I used to be obsessed with editor and stylist Shala Monroque. She has the most incredible style. The way she dresses herself and mixes brands like Prada, Miu Miu, and Dries Van Noten is so good. She’s the original fashion influencer.
