Through The life of the guardian
November 28, 2021 | 6:07
Think luxury, think Zashadu, one of the leading luxury handbag companies in Nigeria. Behind the scenes of the famous Zashadu is Zainab Ashadu, the founder and creative director of Zashadu. With influences from architecture, art conservation and fashion styling, she used her knowledge to make bags whose design was inspired by the Glenfiddich Filigree. The life of a guardian …
Think luxury, think Zashadu, one of the leading luxury handbag companies in Nigeria.
Behind the scenes of the famous Zashadu is Zainab Ashadu, the founder and creative director of Zashadu. With influences from architecture, art conservation and fashion styling, she used her knowledge to make bags whose design was inspired by the Glenfiddich Filigree. The Guardian Life spoke with Zainab Ashadu about his recognition as Glenfiddich Maverick, what makes “Crowing the Occasion” special and his thoughts on fashion.
- What does “crowning the opportunity” mean to you?
“Crowning the occasion” means honoring the original essence of the celebration. It is a commitment to the quality, love and magic that human beings create when united by one goal. It’s both inspiring and ambitious.
- You are one of the few designers Glenfiddich has chosen to collaborate with, what do you think?
I feel honored, seen and celebrated.
- What is your dream for Zashadu?
We are currently living the dream in Zashadu; keep alive ancestral leatherworking techniques native to West Africa, operate an internationally renowned accessories brand in Lagos, Nigeria, create beautiful handcrafted pieces for Zashadu collectors, while making an impact live on the lives of hundreds of people across the country through job creation.
- “Glenfiddich, where next? Can you tell us about it?
The pioneering spirit of the Glenfiddich brand is interested in asking the right questions, and rightly so. “Where next? Is such an important question to ask for any serious brand or maverick. How to sustain our success? How can we continue to inspire ourselves and others? What other barriers should we break down? How can we improve what we already have? What is the trajectory of the trip so far?
- How do you navigate the world of fashion? Isn’t it hard to part with your job?
A very interesting question! I consider myself a bit of an outsider in the traditional ‘fashion’ business world, but I like that perspective. It also helps me to keep my eyes on design which I consider to be my true calling. Funny enough, it’s not hard to part with my job. When I see a collector fall in love with one of our limited edition pieces, I understand the feeling, it’s the same as I feel. It’s a beautiful, inspiring and joyful feeling. I want as many people as possible to have this feeling, so I’m very happy to part with our rooms.
- Where does your artistic inspiration come from?
From everyday life, from the magic present in the banality of everyday life. There is so much magic in everything. For those who have eyes to see, all things are bright and beautiful. From this crazy and wonderful city, Lagos.
- What inspired you to work with Glenfiddich for the Grande Composition?
I was inspired by the opportunity to participate in a stimulating creative project on an international scale, by the most awarded single malt whiskey company in the world; especially as an African brand. It was important for me to represent ourselves in our own way.
- Glenfiddich has always continued to lead the way in creativity, what advice would you give to aspiring designers?
Commit to always being curious, question everything, read all kinds of fiction, take an interest in your culture, care about your immediate environment, surround yourself with beauty.
Keep your mind fiercely, love yourself and others, get rusty and avoid small minds, dream big and start small, have and stick to standards, be and have fun, and yes! drink Glenfiddich (smiles).