Topflyers Magazine presents an exclusive interview with fashion designer Oghoyemwen Joan QnEde Edward, where she shares her inspiring journey from Nigeria to Dubai. In Dubai, Joan has established herself as a prominent figure in fashion, redefining her creative focus to integrate individuality, elegance, and sustainability into her designs. Through her brand, QnEde, she champions accessible luxury and nurtures aspiring designers with the QnEde Masterclass. Joan’s influence continues to grow with notable collaborations, including partnerships with PUMA and government-sponsored workshops, all supported by Dubai’s thriving business landscape. Excerpt
What inspired you to pursue a career in fashion design, and how did your journey lead you to establish yourself in Dubai?
Growing up, fashion allowed me to express myself without words. I was always drawn to aesthetically pleasing things, colorful clothes, elegant women, and the catwalk. I was doing well in Nigeria as the award-winning Niger Delta Designer of the Year, but I felt the need for a fresh experience. I initially planned a one-month vacation to Dubai, but after missing my flight, my travel advisor arranged a three-month visa, worried I might let it expire again. That extended stay transformed my vacation plans into a permanent move to Dubai.
You’ve showcased your work on numerous international stages. How has this global exposure influenced your design philosophy?
Exposure to fashion from various cultures worldwide has helped me see the beauty in diversity and individuality. It’s made me realize the importance of originality. Art is truly beautiful when we each bring our unique perspectives to the table. I believe design should be original and should also have the potential to heal.
Dubai is a melting pot of cultures and fashion. How has living here shaped your creative direction compared to other fashion capitals you’ve worked in?
Dubai is very peaceful and allows me to connect with my inner self. This environment has refined my creative direction, shifting it from a mix of passion and survival to a blend of passion and selflessness. I’m focused on creating answers through fashion, meeting people’s needs through art and design.
Fashion shows in different parts of the world come with unique challenges. Could you share some memorable experiences or lessons from these international events?
I’ve observed that it’s essential for each designer to maintain their individuality rather than conform to a general trend. On the international scene, it’s common to see similar themes and styles on the catwalk, with designers often following the same exhibition techniques and sales approaches. I believe in embracing what sets us apart.
Sustainability is becoming a major topic in the fashion industry. How do you integrate eco-conscious practices into your designs, especially in a fast-paced city like Dubai?
For me, it’s about using real, organic materials that harmonize with us as humans, rather than focusing solely on climate change. I love nature and feel that organic beings should wear organic clothes to avoid imbalance. I envision Qnede Designs made from organic fabrics, with buttons and embellishments crafted from precious stones like topaz, ruby, and lapis lazuli, as well as silver and gold threads.
You’ve seen trends from all over the world. How do you balance staying on trend with maintaining a signature style in your collections?
I don’t actively follow trends, as I find it limits my creativity. Instead, I focus on creating unique designs that embody balance, elegance, comfort, and class. This approach allows my work to be timeless and distinctive, standing as a trend of its own.
As a designer who’s traveled extensively, what are some major differences you’ve observed in fashion consumers between the East and West?
Nigeria, for instance, has one of the most versatile fashion styles, embracing a wide spectrum of colors and patterns. In many cultures, however, fashion is limited by traditional styles, religious norms, or specific color and fabric choices. Nigerian fashion, on the other hand, moves freely between bright, dull, dark, and loud, extending to hairstyles and accessories.
Dubai is often seen as a luxury hub. How do you incorporate luxury elements into your designs while ensuring they remain accessible and relevant to global markets?
We believe that quality and originality can be affordable. At Qnede, we strive to make luxury accessible by sourcing the best materials while keeping costs reasonable. Our slogan is “Wear the Love,” reflecting the care and craftsmanship we put into each piece.
What advice would you give aspiring fashion designers who want to break into the international fashion scene, especially those eyeing Dubai as a base?
If your heart is set on Dubai, go for it. Dubai encourages innovation and supports business setup, making it a great launchpad for ambitious designers.
Are there any notable collaborations or partnerships in the works for your brand within Dubai’s fashion or luxury scene?
In Nigeria, we began with design and training, but in Dubai, we shifted our focus to fashion training and consultation first. We’ve conducted several government-sponsored workshops and partnered with brands like PUMA. We also consult for luxury fashion brands in the UAE.
What’s next for you? Can we expect more international collaborations or something new from your Dubai-based studio?
We’re expanding QnEde Masterclass, our Fashion Training/Consultation platform, and aim to collaborate with fashion brands and art schools in the Middle East. We’re also launching Qnede Designs, including our ready-to-wear and pre-owned collections, on the new online QnEde Store. Additionally, we’ve started The Sewing Club, which offers exciting packages for African and Middle Eastern designers.
After experiencing various fashion cultures worldwide, what makes Dubai a special place for you as a designer?
Dubai offers immense support for business growth, with organizations like the Dubai World Trade Center hosting expos that bring in supporting brands from all over the world. It’s a safe, business-friendly environment with options for businesses of all sizes. Looking back, missing that flight changed everything and led to an incredible journey in Dubai.
Thank you, Joan, for sharing your journey and vision with Topflyers Magazine. We’re excited to see what’s next for Qnede in the global fashion landscape!
Feel free to contact her using this link: https://linktr.ee/qnede
