Oritsegbugbemi ‘Bubu’ Ogisi, of Lagos' I.AM.ISHIGO, defies categorization.
Entering the I.AM.ISIGO showroom in Lagos feels a bit like entering a sacred space. Walls foiled with aluminum, collections past and present assembled in color order, music from unseen speakers, red and yellow ottomans tastefully and airily stacked, whimsical paintings framed and hung. The sacrosanct space is brainchild of creative and artistic director Oritsegbugbemi ‘Bubu’ Ogisi. After earning a master’s degree in fashion business from the prestigious ESMOD (l’Ecole Supérieure des Arts et techniques de la Mode) in Paris, Bubu centered on the necessity of building a distinct space.
She draws major inspiration from the Omorate people of southern Ethiopia, she says, communities who live in the valley and don’t wear conventional clothes. Instead they rely on natural fashion - accessorizing with earrings, bangles, headpieces made out of tusks.
That translates to love and appreciation - to people relying on others as opposed to reflection for validation. “I’m telling my clients that you don’t need to rely on a mirror when buying these pieces. You can trust me.” Talk about fashion embedded with love and credence. This is a brother’s keeper sort of brand.
To showcase the collection, Bubu created an installation in her showroom called THE INSULATOR - covering the walls in aluminium foil. “It’s stimulated by the phenomenon of foresight - not relying on your reflection - which is why we opted for aluminum foil [instead of mirrors]. You can see and at the same time you really can’t.” Distortion at play.
With all these layers, inspirations, influences and spaces it’s hard to pinpoint exactly who Bubu is. Many refer to her as a talent – befitting. But Ogisi would rather be called a creative entrepreneur - even more so. She’s living proof that creativity can be remunerative. And she’s prolific: The I.AM.ISIGO showroom hosts bi-monthly events. If you’re in Lagos and vibed out to the “Falana Uncovered Live” performance series in the last year, you have Bubu to thank for the design and ambience. As creative and artistic director, a designer, body artist, creative consultant, visual merchandiser, and more - Bubu defies categorization.