Ifedayo Nupo: Moye’s Non-Conformist Designer Turning Heritage into Wearable Art

 Ifedayo Nupo’s journey began simply with a wrapper tied in front of a mirror. That moment blossomed into a mission of storytelling through fabric, color, and culture. She doesn’t just create clothes; she crafts pieces that feel like art, that feel like home, and that feel intimately connected to the wearer.

Beyond the design studio, she is driven by a quest for connection: she cherishes slow mornings, the tranquility of swimming, and seeks the depth found in conversations that go beneath the surface. She possesses a unique ability to find beauty in the smallest details—a memory, the smell of the wind, or a simple smile—and seamlessly weaves these elements into her designs and everyday life.

Passionate about building brands with genuine soul, her ultimate aspiration is to live fully, guided by peace, love, and purpose. Her dream is to create magic that outlives her, remaining forever inspired by heritage, guided by faith, and continually chasing moments of freedom.

1. Móye Africa launched just last year and already commands a strong cult following. What do you think resonated most with people and set your brand apart so quickly?

I meannnn……, I’m still trying to get used to it. Lol. But on a more serious note, I think what people connected to the most was the honesty and “free expression” of Móye. If you ask me, Móye feels real, it feels human, emotional and deeply rooted in who we are.

From the beginning, there’s been a deep intention to connect. Storytelling has always been at the heart of our process, and through that, we’ve built a community that feels bound by heritage, shared experiences and expression. With color, texture, form and art, every piece carries a certain nostalgia, a rawness, a truth that reminds you of home, of memory and belonging. I think that sincerity, and the feeling of familiarity it evokes, is what really made people fall in love with the brand so quickly.

2. Every brand has a defining moment. Was there a particular collection, client, or event that made you realize “Móye Africa has arrived”?

Have we really arrived though? We are definitely growing at an amazing pace, but I still believe we have so much more ahead of us.

That said, I think for me it was at our very first pop up some weeks ago. To see it all come to life, the excitement, the energy, the togetherness of the community we have been able to build and are still building, really blew my mind. A part of me even got more and more hungry to do more .

If there is any surreal moment that makes me feel like we have arrived, it is definitely when I get to experience the customers, the “Tribers”. Those moments remind me that Móye is truly becoming a movement, not just another clothing brand.

3. Your designs reflect a strong identity and cultural pride. How do you balance staying true to African heritage while appealing to a global audience?

I think I should first point out that I strongly believe in the art within African heritage. At the same time, I believe in passing this heritage through a level of understanding that the audience is able to carry. My point is, it is not just about telling our stories or evoking nostalgia. As much as I want to share and remind, I also want to do it effectively.

I draw inspiration from culture, from Yoruba idioms, childhood memories and traditional craftsmanship, but I reinterpret them in ways that feel fresh and relevant. I am not trying to make African fashion in the boxed sense of the phrase. I am creating from an African soul with a global voice.

In the end, it is really about finding harmony between heritage and evolution. I want people, no matter where they are in the world, to feel something when they experience Móye. Whether it is a spark of memory, pride, curiosity or connection, it should feel deeply African yet universally human. For me, that is the power of design , using what is deeply ours to speak a language that everyone can understand.

4. As an emerging designer navigating Nigeria’s fashion industry, what have been your biggest lessons or surprises since launching?

Actually, I have been in fashion for over a decade with my other bespoke brand, IDIOLNUPO. But to be honest, even with that experience, transitioning into ready to wear has come with its own challenges.

“My biggest lesson, however, has been that talent is not enough. Structure is everything. The Nigerian fashion space is full of creativity and passion, but sustaining a brand requires resilience, discipline and strong systems. I have had to learn quickly about managing people, production timelines and maintaining quality without losing soul.”

It has also taught me that growth in this space is not just about creating beautiful clothes, it is about building something that can stand the test of time, something that reflects Africa’s evolving voice and potential. Every challenge reminds me that we are not just building a brand, we are contributing to the larger story of African design.

5. Looking ahead, what’s next for Móye Africa, collaborations, expansion plans, or perhaps a new direction we should be watching out for?

Are you thinking what I’m thinking? We are going to take over the world lol.

But first, ÀLỌ́! Meaning “stories.” That is the title of our next drop, inspired by African moonlight tales. It is a reflection of everything Móye stands for, storytelling, culture and connection.

We have a lot planned out before the end of the year, from collaborations to pop ups, all centered around building and nurturing our community. For me, that is the real goal, to keep creating spaces and moments where people can feel seen, inspired and proud to be part of something deeply African yet beautifully global.

And for the next couple of months, our focus is to keep building this community and scaling as high as we can. Beyond fashion, we want to keep providing opportunities, jobs and support to the people who make Móye what it is. Because in the end, Móye is not just about clothes, it is about people, growth and purpose.