There is a secret, hyper-active race of humans living amongst us. They go about doing these wonderful and amazing things in the simplest manner. At the first sign of trouble/stress/threat to the world, they run nto the nearest telephone booth, or call center or something and they yank off, you know…pull off their clothes and voila ! A Superman or Superwoman costume reveals itself. Uduak Oduok belongs to these secret human race. True, we’ve seen her in action.

Ok, ok…I exagerated a little bit on the Superman/Superwoman costume bit, and maybe the secret human race thing; But, as the editor and publisher of the popular, astounding and remarkable internet magazine/blog ‘Ladybrille’, Uduak Oduok could as well be a super Superhero. Attorney, Model, Journalist and Fashion Business Owner; Uduak ‘Ladybrille’ Oduok talks to WRT about love, life and money (I’m kidding again). Go ahead, make some coffee and enjoy the interview.

Tony Payne Akande and Uduak (Ladybrille)

WRT: Hello Uduak, Can you tell us a bit about your background. You know, where you grew up, where you went to school etc.?
Uduak: I was born in good old California, USA. I grew up primarily in Lagos. I went to Marie Claire nursery school, then Gideon International Children School and subsequently Command Secondary School at the Military Cantonment in Ikeja, Lagos [high school]. I returned back to California after I finished JSS 3 and was awaiting results to enter SS1.

WRT: How did you get into fashion design? Was there any formal training?
Uduak: I am studying fashion design now. But in terms of how I got into the fashion industry, I was in my last year in the 12th grade when an acquaintance of mine who was a model at the time and had been encouraging me to model took me, one day after school, to his modeling agency. The rest as they say is history. I have subsequently worn so many hats in the industry and I appreciate the diversity of experiences and skills such hats have afforded me.

WRT: What’s the story behind ‘Ladybrille’?
Uduak: Ladybrille ‘brilliant lady’ came about because I truly wanted to do something to make a difference for women in Africa and even more specifically use that process to re-brand our image in the West. It amazes me how women are supposedly the mothers of the earth etc. but our rights in countries across the continent, including Nigeria, is trampled upon very regularly. Our women suffer from serious health issues that are creating a crisis across the continent, sexual violence, sexual exploitation such as sex trafficking and a culture of complicity/silence as both our government, family and societies do nothing about it.

To do my part to be a part of the solution, my initial desire, which remains today, was to do a 1 or 2year stay in Nigeria teaching law at one of the reputable school of law there. I went as far as downloading and reading the Nigerian constitution and investigating requirements for attorneys in the country to teach. However, I felt that it would be more theory than practice and at the end of the day; I couldn’t really help these young legal minds believe they could truly effectuate change. There had to be another medium where I could still fuse law to reach a broader audience and see change.

Fashion made natural sense because it is also a passion of mine and the more I researched into Africa including Nigeria’s clothing and textile and design industries, the more I saw the answer to how I could make change fusing law and fashion together. I decided the first thing was to start a dialogue and create awareness and I also decided I was more interested in trailblazing a path that had not been traveled before, bringing Africa’s fashion industry directly to Western consumers. I straddle both fences of Western and African culture and I felt it important that whatever I do captured that. Ladybrille was born and so far so good, we are building and gaining momentum.

Uduak with Stephanie Okereke

WRT: Attorney, Model, Journalist and Fashion Business Owner. How do you juggle those four powerful roles? We are guessing there is a superwoman costume underneath your daily clothes.
Uduak: It helps if you are not married with kids. My modeling work has really tapered off mostly because I don’t have the time anymore. It used to be easy to juggle until Ladybrille started to gain momentum. It is not as easy anymore. [Smiles] But indeed, they are powerful roles and I approach them with a sense of obligation and responsibility to do it right and well.

WRT: How do you manage to keep your website updated with so much quality content? Do you have a huge staff or it’s a solo effort all the way?
Uduak: We do have five persons plus me who are regular contributors plus other special contributors depending on events etc. to Ladybrille. When you are in the business of publishing, you are in the business. This means a responsibility to your readers to consistently inform and deliver quality creative content. Ladybrille is a pacesetter and has the track record to prove it. As a pacesetter, it means we are full of and continue to create original content, or if it is news everyone is covering, we bring a unique angle to the coverage. We are never out of original content and creative ideas, hence the quality you speak of.

WRT: Blogging has brought you closer to home, but when do we (the Nigerian folks) get a piece of your overall awesomeness. You know, maybe in the form of fashion seminars, shows and the like?
Uduak: I would love to put on fashion seminars focusing on areas such as business, law, public relations and media as I have here in the States. In fact, I have been speaking with beautiful and powerful Nigerian women who are on the same page about that. Everything has a time and when it is the right time, I will be in Nigeria doing just that, among many things.

There is a big need to reawaken the government, Nigerian consumers/fashionistas, the clothing and textile industry and its sub-sector fashion industry in being very committed to reviving and sustaining a viable fashion industry for Nigeria. Nigeria cannot continue to lag behind. It is bad for business, and in its raw element, it takes away the ability of people, especially women to help put food on the table and have a roof over their head. Nigeria’s clothing and textile industry used to be responsible for at least 26% employment in the nation, what happened? We must rethink our approach to laws, policies, trade instruments and our own mentality/value systems so we can revive the crisis that is Nigeria’s clothing and textile industry.

WRT: Talking about blogging. Ladybrille, BellaNaija, Onydchic, Tosyn ‘Speechgirl’ Bucknor, Linda Ikeji and co. are some of the female Nigerian power-bloggers that exist today. We see a brand new day for publishing by women folk. Something reminiscent of what Mee Mofe Damijo (RIP) represented. Do you foresee a future where Nigerian women will be at the helm of publishing in this country?
Uduak: Absolutely. It is much needed. True Love is a strong magazine but it is a South African owned publication. Proceeds made from the Nigerian market go back to True Love South Africa headquarters for True Love to get a step closer to being a Conde nast type publisher with subsidiaries across Africa. I believe Nigeria needs to be at the forefront in fashion and lifestyle publications, and most importantly, the Nigerian women publishers need to be a part of this renaissance.

There are some few publications popping up left and right in Naija but you are right, women do not seat at the helm. What I forsee is getting past the fragmentation and ‘let me do my own thing in my own corner and you do yours in your corner’ to have a Nigerian Women’s Publisher Association where we have resources, tools and truly help each other from the right printers to graphic designers etc. to maintaing and producing only the best work out there that responds to the needs of our respective target audiences. It makes good business sense. As Nigerians and the younger generation, we must get past we are only in it for ourselves mentality. When I read on Linda’s blog the challenge to get her magazine published, I wonder about Genevieve, Sleek, Made Magazines and the likes? It would seem, logically, that she should be able to approach these folks and ask about resources, places to go etc. without having to reinvent the wheel. That sense of ‘we are in this together’ is important to move the publishing business and ultimately country forward.

Uduak Interviewing Sean Puffy Combs

WRT: Is there a print version of the Ladybrille magazine?
Uduak: Right now, that is our biggest request. For the Western markets, however, I believe in light of the culture, statistics on online users and also current state of print magazines, it makes economic and business sense to keep it online. My audience is primarily the Western audience in the West but as we continue to grow, I have every intention to enter the Nigeria/Africa market and make Ladybrille available in print for that target group. Print makes sense for the African market because of the lack of accessibility issues to the internet.

WRT: Pop quiz: Nike’s or Adidas?
Uduak: Nike.

WRT: Stilettos or Flat soles?
Uduak: Stilettos.

WRT: Are you an all out tomboy/jeans/t-shirt/sneakers person or do you favor the more regal/lady like gown and skirt look?
Uduak: I am both. I have always been more of the regal but the past three years I have become more of a jeans baby tee kind of woman but more on the sexy end. [laughs]
WRT: Any words for aspiring models/fashionistas?
Uduak:
1) Have a strong sense of who you are. What is your purpose? What drives you? What are your value systems? Who are you? Going through the deep self analysis and study will allow you to handle and not compromise self, especially in this fashion and entertainment industry.
2) I don’t care if the person is President Barack Obama or your family member, never, ever give anyone the license to define who you are. Validate your own self.
3) Have a healthy respect for the environment you enter i.e. If you get on the Lagos fashion scene, don’t just think because you are from Yankee or wherever you can “run things.” Take time to study, understand the key players, strategize and then execute.
4) Always have a plan B and in fact it doesn’t hurt to throw in Plan C as jara [extra] for yourself.
5) Also, I can’t underscore the power of ‘belief,’ ’self-confidence’ and just doing it. Keep your eyes on the prize. Life WILL throw curveballs at you on your way to achieving your dreams, but you MUST hold on to your dreams and keep at it. It is only a matter of time when you will realize your dreams. So, never ever, ever quit.
6) Fashionista is cool but fashion-forward is more progressive because the trends do not dictate you. Do not try to keep up with the Joneses. Make the Joneses keep up with you.
7) Finally, give back, give back and keep giving back. It is not negotiable. You MUST give back. “To whom much is given, much is expected’ and you do have an obligation to the ones coming behind you to do so.

WRT: Thank you Uduak.
Uduak: Thank you Shola and BIG UPS! to We Run Things for highlighting Nigerians doing extraordinary things. Thank you for your contribution to re-branding the image of Nigerians worldwide.

Website: http://www.ladybrille.com
Myspace: http://www.myspace.com/ladybrille

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