With a Bachelors degree in Business Administration from Coventry University and a Masters degree in Finance from University of Leicester, she opted for fashion when she could not secure a bank job upon relocation to Nigeria.
“But before leaving Nigeria for higher education abroad, I had the basic knowledge of sewing through my mother who had insisted on me knowing how to make the very simple items of clothing such as an apron.
“My mum was a huge influence and she has a natural confident and amazing taste. I did not actually study fashion but attended short fashion courses while I was living in the United Kingdom, which further led to my strong passion for vintage clothing. I loved going to Portobello market in London and the London Vintage Fashion, Textile and Accessories Fair at Hammersmith. It was something I did frequently and I think that further developed my passion for fashion designing.”
Even when she tries to explain that she started from her parents’ dining table about 10 years ago, it sounds incredible.
With a newborn baby in her hands, her husband, Kunle, would drop her off at her parents’ house in Ikoyi, Lagos.
“I made use of their dining table to cut while my mum helped with my baby. It was not easy but I pulled through. Then, Tundun Abiola, my friend, was my muse. She wore my designs and anytime she was asked who made them, she would mention my name. It started off from there but then, the dining table became too small for me and I moved to a bigger place. Till date, my parents are extremely helpful in looking after the children and this in turn, enables me plan my time well with work and meet all my commitments. I thank God for them,” she says.
The first of three children, Da Silva-Ajayi hails from the Popo Aguda, Brazilian Quarters of Lagos Island. Her father, Sir Leo Babarinde Da Silva, retired as the Secretary to the Lagos State Government many years ago.
“While growing up, discipline was instilled in us and my father taught us how to be humble. It’s a closely knit family and it was fun growing up with my two sisters. Fashion has always been a part of me, and it was easy to transform my passion for the industry into a full time career. My parents supported my decision from the get-go which made it easy; having family support definitely helped in my decision-making,” she recalls.
Renowned for her creative ability to combine pattern, print, exquisite and even traditional fabrics to produce day wear, evening wear, gowns and cocktail dresses, she reveals what guides her designs: “I do a mixture of both formal and casual wear. I enjoy designing the formal wear more as it is tailored for more elaborate events and show more couture which the LDA brand is all about.”
With thousands rushing to have a career in fashion, she agrees that the competition is stiff but healthy. “Every job has its own fair share of competition and the fashion industry is no exception. Competitiveness in the fashion industry is healthy and makes the industry interesting and stimulating, which gives room for growth. I have been able to maintain a healthy relationship with most of my colleagues in the fashion industry and have extended that relationship to the younger designers,” she says.
Just back from Milan Fashion Week where she featured at the Vogue Talent Exhibition, she was the only Nigerian designer present. “It was an exhilarating experience for me no doubt,” she enthuses. “Interacting with other designers from different countries, meeting enthusiastic buyers that had excellent reviews and placed orders on the ‘Rock Delight SS15 collection’ was definitely an icing on the cake.
“I also had the privilege of meeting with influential fashion insiders like Anna Wintour, Suzy Menkes, Angelica Cheung, and Franca Sozzani amongst others. Livia Firth, creative director of Eco-Age loved one of my pieces and wore it to the first ladies luncheon in New York. The entire experience at Vogue Talent, for me, was a resounding success of which I am truly grateful for,” she says.
With fashion, she opines that the media remains a key player. “I believe the exposure, which I got from the media, helped my career tremendously from the outset. I was at the ThisDay Fashion event in Cannes, France in 2006; the Africa Rising Festival London in 2008; which was followed by Arise Africa Fashion Festival South Africa in June 2009; and the New York Couture Fashion Week (September 2009). Then, I was at the Arise Fashion Collective in New York in September 2011. The Pitti Immagine Florence (June 2012); London Fashion Week (February 2012); GTBank/LFDW Ndani showcase at Selfridges London UK 2012, Dolce & Gabbana and lots more.”
Ask what inspires her and she responds: “Everything around me when I am in my creative zone. This could come from watching TV; people around me; travelling; and from seeing what is trending in the world of fashion. I get the urge to create something new,” she says.
Known for her love for vintage fashion, she confesses to have picked that from her stay in England. She says, “I took up vintage fashion in England. The Victorian era and the clothing inspired me a lot especially on the use of lace. I love vintage fashion and I love lace.”
She loves bold, edgy colours in her design. According to her, her mood plays a pivotal part in how she dresses. “I like to be comfortable, chic funky and classy with my style. Style, to me, is personal, distinctive and a lifestyle.”
Like any other business, fashion is not exempted from facing challenges. “One big challenge is training the tailors. There are so many machinists around. However, the pattern makers are hard to come by and we need good fashion institutes to teach the skill required in the fashion industry,” Da Silva-Ajayi states.
Married with two kids, her success story would not be complete without her husband who she describes as a pillar of support. “We have been married for almost 11 years. Kunle gives me tremendous support which makes it easier for me to strike the balance between my home and work. We are blessed with two children, Siji and Keji.”
Though a busy entrepreneur, she still has time for her family. “We plan our time around the kids’ holiday period and of late, we were in London and Dubai together,” she explains.
Her high-flying career has not robbed her of being a dutiful wife. According to Lanre, part of her daily routine is cooking. “I still cook for my family. Though there is a chef, my husband is an Ekiti man and loves pounded yam and efo riro. I still make out time to cook for him,” she says.
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