An Introduction to Textiles with Sauda Imam

Sauda is one of many emerging talents specializing in textiles design for fashion and interiors. She is from Nigeria and is based in London, United Kingdom. So far in her career, Sauda’s work has been featured in various publications such as the Voice of America, Elle Magazine and two publications where she was recognized as Fashion’s Ones to Watch by British Vogue and one of the 14 future fashion stars predicted by industry insiders at the Sunday Times. She has had collaborations where she worked as a freelancer as a printed textiles designer for Theatre Clwyd and with Eudaimonia Wellness Hub on designing prints for their collections.

In this article, we talk about Sauda’s experience, where she shares her expertise in textiles and her ambitions for the industry.

Before we head down, let us understand what the textiles industry is about. I (the interviewer) initially assumed that textiles are any material used to create clothing, furnishings, and many other design forms. Globally, textiles are crafted through different methods by different cultures and presented at various events. With the help of Sauda, her experience gives a guide on the art and design of textiles, leading to a new perspective on a timeless practice.

Behind her Design

Sauda gained interest in textiles from a young age through her time with her grandmother. She often made things with her hands, using tools like toothpicks. She explains that during her time in secondary school, there was a lack of interest in design by her school which led her to relocate to the United Kingdom, where she completed her studies and helped pursue her journey into textiles by enrolling at Central Saint Martins for her degree and now, she is a visiting textiles lecturer at her university.

Aligning with her traditions, she intends to preserve the crafts that still stand, as she believes that the crafts or works are underrepresented and are a dying element. Her design process comes from what she values and what you find when looking at her page is having thought, passion and a story behind her design. Though the Arewa culture is an element in her design, Sauda does not intend to niche it down to just it and she wants to explore further into other life paths for her design.

Graduate Collection

The inspiration for her design comes from the storytelling of various backgrounds, one of which is in her piece for her graduate collection named Suadade: The Love That Remains at the Royal College of Art, where she showcases her grandmother’s migration experience, where her grandmother shared her stories on her journey to Austria, the United Kingdom, Niger and other countries during the 1970s and 80s. She further explains in her piece that it reflects the themes of “longing, loss and love through migration.”

She explored these emotions using textile techniques to symbolize the merging of cultures and memories she carried with her. The personal narrative was a central theme throughout her collection and paid homage to her journey and the cultural landscapes she navigated.

The Creative Hub in Nigeria?

When Sauda was asked where the creative space was going, she explained that it is evolving across Africa. She further explains that there is “a powerful resurgence of traditional craft, reinterpreted for contemporary times.” She points out the youth of the creatives as she believes in their capability of pushing the boundaries of design and concludes that there is a focus on using local materials and committing to heritage innovation and collaboration.

Though Nigeria is very much a country with multiple stories shared by various walks of life, it is possible that maybe as of now. Where she’s from, Kano is a city with a rich history not only in the Northern parts of Nigeria but also in the country. Sauda says that there is not enough focus on her state compared to Lagos, where most creatives from multiple backgrounds accommodate.

Many talents are eager to share their works, including Yinka Shonibare (who she is inspired by). Sauda has also contributed to the creative space through her work and working as a social media manager for the Nigerian Minister of Art, Culture and the Creative Economy.

It is safe to say the future of Nigerian and African talent is strong and confident to showcase their works within and outside the continent.

Future of the Textiles Industry

She also explains the rise of African fashion, pointing out the recent London Fashion Week, which eventually returns to textiles. Though it is a craft that dates back centuries of years ago, it is an important part of one's livelihood. We also discussed the possibility of using advanced resources, which she is very open to.

From this interview, I’ve learned, and hopefully, those who read this post, that the craft of products like clothes and materials from textiles has more meaning or story, and this interview ideally entails that. I believe it would be beneficial to encourage art or design classes during the early stages of education, as this would diversify student's skills and expand their career choices. Having an understanding of it would be beneficial to those who want to pursue a career in the design industry.

With her experience, we could learn and shed light on the design industry within Northern Nigeria, telling future stories of people and the potential of textiles. Though she believes the future of the design industry in Nigeria is uncertain, it could pose a gateway for delving into the craft of textiles.

For those who are interested, follow Sauda’s simple advice: go for it, stay consistent, and not let people discourage you. She hopes her work can surpass her and still stand without her presence.