The Q&A: Stylist and Creative Director Momo Hassan-Odukale

Words by The Folklore Team

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Lagos-based stylist and creative director Momo Hassan-Odukale is part of a cohort of young Nigerian creatives who are working to change the narrative of what African fashion means. After studying at the renowned Central Saint Martins school in London, which was followed by stints as an editorial intern and stylist, Hassan-Odukale made the trip back to Lagos, Nigeria in search of inspiration in 2018.

There, she founded her own creative studio, MOMO Lagos, through which she offers styling, consultancy and creative directing services for the likes of Lagos Fashion Week, Native magazine and Abiola Olusola, to name a few. Hassan-Odukale’s creative endeavors see her spotlight homegrown brands from Nigeria and the African continent in photoshoots and brand campaigns.

To learn more about the person behind the creations, The Folklore Edit asks Momo Hassan-Odukale’s to share her thoughts on new African brands to look out for, supporting emerging designers and the key to curating a diverse wardrobe.

How did you get your start as a fashion stylist?

My first internship was at Dazed magazine, that was where I first experienced the worlds of styling and what it was like to style people for a shoot. I would say that was how I got my start as it is really all a blur after that.

How would you describe your personal style?

I really can’t say it fits into any category. It’s an amalgamation of my different experiences, what I’m motivated by, how I like to feel, sometimes my travels. But overall, it’s just extremely personal to me.

What three brands coming out of Africa excite you the most and why? What do you watch out for when looking for brands to discover?

Kadiju, This Is Us and Lagos Space Programme. In terms of what I watch out for, I would say authenticity, good craftsmanship and the brand’s ethos.

You work with creatives such as other stylists, photographers, models and artisans. What has it been like to cultivate relationships within your community through your work?

It has been really great to build relationships through meaningful work, I think everything is easier when you have a community of people around you.

What do you think is the key to increasing the visibility of emerging African designers?

Giving them the platform to showcase their designs whenever we can, giving them the infrastructure and support to be able to build real businesses out of their brands.

What advice would you give someone trying to incorporate more diverse brands into their wardrobe?

Be intentional.