Renowned Nigerian bridal designer Deola Sagoe has announced a major shift in its operations, discontinuing its bespoke (custom-made) services. This change follows a recent dispute with a client, fashion influencer Hafsah Mohammed, over the brand’s approach to design exclusivity.
Hafsah, who commissioned a $5,000 custom outfit from Deola Sagoe in 2022, expressed disappointment after seeing an identical design worn by Tayo, wife of influencer Yhemolee. She felt misled, having assumed the style would remain unique to her, and advised future clients to seek clarity on exclusivity agreements with Nigerian designers.
Deola Sagoe responded by asserting that all designs remain the intellectual property of Deola Sagoe Limited, emphasizing that clients are not entitled to exclusive rights on any design. Despite the public fallout, the brand noted that the decision to close its bespoke division was part of a broader business strategy to “introduce our next chapter.”
While the brand will no longer offer custom-made attire, it is expected to pivot towards off-the-rack styles, ensuring that Deola Sagoe’s distinct designs remain accessible to a wider audience. This move marks a new direction for the celebrated designer, known for her intricate aso-oke and bridal attire.
