Couture might be a French word, but it is rapidly becoming a household name in African fashion. And, with Africa’s unique clothing and sense of style, it might be safe to predict that our Continent is giving this fashion capital a run for its money. Want proof? Linda Anyaegbu is the founder of Linany Couture, a full service fashion boutique with services ranging from individual wardrobe makeovers to taking brides through designing their dream gown. She shares her vision for the African entertainment industry through the impact of her company with Jamati.

Jamati: What was your inspiration behind Linany Couture?

I started Linany Couture in 2007 after doing some styling and consulting on the side for a while. With such a high demand for services, we had to expand. I am originally an investment banker, but my passion for fashion has always been strong. I would walk down the streets of New York and my critical eye would start piecing outfits together. I gave fashion advice to friends without thinking too hard about it. They told me “you really need to start your own business and not waste this talent.” Soon, Linany Couture was born.

Jamati: What is Linany Couture?

Linany Couture is a consortium of boutiques, fashion stylists and designers. We carry modern, tailored and ready to wear apparels and accessories, and we style and consult for every occasion and every lifestyle. We have a physical boutique in New York, and we’re currently working on online and physical boutiques in Lagos, London, Accra, Paris and Milan. We offer everything from as simple as personal wardrobe reviews and makeovers to video shoot fashion consultation. I have clients who call me wanting something different to wear to a special occasion, or needing me to come out and dress them for a high profile event.

Jamati: Sounds like a busy job.

It is! This past year has been hectic since the launch of the company, but it has been great. I have a packed itinerary this year with plans to do some work in Nigeria, London and Italy. I am also working on establishing some boutiques in Accra, Lagos and London, so I have a busy year ahead. I am also working on summer orders already!

Jamati: What types of requests do you get from clients?

I get all kinds of requests. Some want me to make them a couture gown out of Ankara (a popular African fabric). I’m sure you have seen all kinds of dresses being made out of Ankara these days! Once I get the request and an idea of what the client wants, I sketch the design and go to work. Others want me to turn their wardrobe around. Everyone wants to be unique, and some are just looking for a change in their appearance.

Jamati: Yes, Ankara styles these days are so amazing! I can barely keep up myself.

Definitely. Not only Ankara, but Ghana prints as well. You should see gorgeous evening gowns being made out of these fabrics. It’s amazing how popular yet high-fashion these prints have become.

Jamati: Do you feel like there will be just as high a demand in Africa as there is in London or the U.S. for fashion consultants?

Most definitely. Africans have always been fashion conscious. We value our appearance and we want to look our best. Styles are changing everyday and we are taking our fashion to another level. But yes, they still need consultants to give that needed critical yet unique eye to keep good fashion going. So yes, I can definitely predict a demand, especially in the entertainment industry.

Jamati: I guess you can call us the show-me Continent! You bring up an interesting point about the African entertainment industry – the industry is well on its way to becoming as big as Hollywood, or even bigger. What are your thoughts on how Linany Couture will impact this boom?

Oh you should see the way our African celebrities dress to the Award Shows, especially in Nigeria. It’s easy to forget where you are when you see them dressed in unique, high fashion attire. I see the African entertainment industry competing on an international level, and I definitely see Linany Couture playing a part in making sure Africa puts its best foot forward in the fashion world. I see Linany Couture dressing artists for award shows and album covers and giving Hollywood a run for their money!

Jamati: We would love to see that! You currently live in New York, another fashion city a la Sex and the City. Does that give Linany Couture an advantage?

Living in New York definitely helps. I can hop on the subway to the garment district as soon as I get off the phone with a client. Having fabrics within close proximity clearly has its benefits, especially when I have 24 hours to put something together! I get exclusive fabrics just twenty minutes away. But it doesn’t stop there. If I have to hop on the plane to Milan, I do so and I’m back in two or three days. I am all about making my clients look exclusive.

Jamati: Let’s talk wedding gowns. We all know how stressful weddings are, especially for women. Have you ever had a bridezilla for a client?

Oh please. I just finished a dress for one. But I would be a bridezilla too, and I think I can speak for all women when I say we all have a bridezilla in us when it comes to our weddings. We want to look as stunning as humanly possible. So I take all that into consideration when working with brides. However, I also want my clients to trust my judgment, and to know that I have their best interest at heart.

Jamati: I agree, and I worry about the bridezilla in me because I know she’s in there!

(laughing) A lot of brides-to-be are stepping out of the box with their visions for their wedding gowns. I know I have worked on some unconventional designs that came out lovely. Conservative gowns are slowly fading and making way for growing imaginations. My job is to actualize these ideas for my clients.

Jamati: From what you’ve described, you must love what you do.

This is something I have a passion for. I can sit all night conceptualizing designs and not feel overwhelmed. I had subdued my passion for too long, so I am excited to be doing what I have always loved. I look forward to my business booming all over the world, but in the long run, I am just blessed to be doing what I enjoy.

Jamati: Is there anything our readers should look forward to from Linany Couture?

Yes. Online boutiques, monthly newsletters with fashion advice for men and women, and a retro t-shirt line coming in the spring. We have a lot in store.

Jamati: Are there any celebrities that just wow you by the way they dress?

Halle Berry and Jennifer Lopez definitely come to mind. Victoria Beckham is also another one. She has her moments (laughing), but everything about her is just so ‘major.’ But it’s not all about what these celebrities wear; it’s how they wear it. Anyone can wear a t-shirt and jeans, but throw on some pumps and a nice handbag and you’re already looking classy. Wearing nice clothes does have an impact, but I think the way you carry yourself definitely gives an edge. It’s all about being comfortable in your own skin and having confidence. You don’t have to spend too much or expose too much to look classy.

Jamati: Confidence definitely goes a long way, especially with fashion. Thank you so much, and I wish you and Linany Couture the best.

My pleasure, thank you.

For more on Linany Couture, visit their website.