April Wind Couture Redefines Ready-to-wear Ankara for Global Market

Published

1 year ago

September 12, 2025

April Wind Couture grows from one-woman fashion start-up to global-ready brand, defying Nigeria’s tough economy with Ankara-focused innovation

April Wind Couture is rewriting the fashion playbook in Nigeria—rising from humble beginnings to become a globally-aware brand with over 30 staff and more than 40 machines.

Also read: European Market Ready for Nigerian Fashion Export, Says CEEWABA President

Built on resilience, strategic thinking, and a deep love for Ankara fashion, the brand’s success proves that growth is possible even in the face of Nigeria’s harsh economic realities.

Founded in 2017 by Uwem Asibeluo, April Wind Couture began as a one-woman operation—cutting, sewing, selling, and even cleaning.

Initially focusing on ready-to-wear Ankara outfits, she quickly realised the capital needed was too steep.

She pivoted to bespoke tailoring, using clients’ fabrics and measurements to keep the business afloat.

Everything changed during the COVID-19 lockdown in 2020. With reduced walk-in traffic, Asibeluo leaned into the brand’s original ready-to-wear vision.

By investing in digital marketing—especially Instagram—she was able to attract new customers and scale without a physical storefront.

“Instagram became our lifeline. Customers started ordering without stepping into the shop,” she said.

By December 2020, April Wind Couture experienced its first major sales boom.

This momentum led to an expansion in 2021—more staff, a rented two-bedroom flat as a production space, and dedicated roles for logistics and customer service.

But a sudden notice to vacate pushed her to complete and relocate to her own unfinished property—a tough decision that laid the foundation for long-term stability.

Today, that space houses a fully functioning production hub, employing over 32 people and serving customers across Nigeria and internationally.

Asibeluo’s choice to focus on Ankara was not only personal but also strategic.

Drawing on her background in economics, she recognised Nigeria’s unique advantage—affordable, high-quality labour and easy access to fabrics.

“My mother wore Ankara only on Sundays. I wanted to reimagine it as daily wear—versatile, stylish, and global,” she said.

April Wind Couture now produces high-demand, well-finished Ankara pieces like kimono jackets, blending tradition with contemporary fashion.

Social media continues to be a key driver, connecting the brand to clients in the US, UK, Canada, South Africa, and France.

Despite success, daily operations face huge obstacles—especially the unreliable power supply.

The company spends ₦39,000 daily on diesel to run essential equipment like rhinestone machines and industrial irons. Sewing machines rely on solar energy.

“Whenever we plan expansion, the first thing we think about is electricity—not even staff or machines,” Asibeluo said.

Still, the brand has managed to maintain quality, meet deadlines, and grow sustainably.

Every design is first produced as a sample, ensuring consistency in production and customer satisfaction.

Asibeluo’s five-year vision is ambitious. She plans to open branches in key countries where demand is high and eventually establish a fashion school to train young designers and create jobs.

“We want to keep Nigeria as the production hub. This way, we grow the brand and contribute to the economy,” she said.

Also read: NEPC Empowers Entrepreneurs at Maiden Lagos Trade Fair

She also hopes to collaborate with iconic Nigerian brands like Odeva Nigeria and Lisa Folawiyo Studio—names she deeply admires for their innovation and longevity.

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Peculiar Adirika

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Mbappe Apologises Over Mao Zedong Comment as Chinese Brands End Deals

Published

2 weeks ago

October 27, 2026

Peculiar Adirika

Mbappe Mao Zedong comment sparks backlash in China, prompting an apology from the Real Madrid star and the termination of two brand partnerships

Real Madrid forward Kylian Mbappe has apologised over an “ill-judged” comment about former Chinese leader Mao Zedong after Chinese drinks manufacturer Dongpeng Beverage and dairy producer Mengniu terminated their partnerships with the French football star.

Also read: Police Confirm Three Killed, Inspector Injured in Kebbi Violence

Mbappe, who captains France’s national team, issued the apology on his X account on Tuesday, acknowledging that his remarks had upset people in China and Chinese communities worldwide.

“My comment was ill-judged, and I now understand that it hurt many people in China and in Chinese communities around the world. I apologise to everyone my words have upset,” he said.

The controversy followed the circulation of a video in which the 27-year-old footballer reacted to an internet meme featuring his face superimposed on that of a Chinese leader.

He reportedly described it as the funniest meme he had seen and referred to the figure as “some guy — I think he’s a Chinese dictator”, in an apparent reference to Mao.

Dongpeng Beverage announced on Tuesday that it was ending its partnership with Mbappe, citing its opposition to comments considered offensive to Chinese national sentiment.

“Our company firmly opposes and has a zero-tolerance policy towards any behaviour that offends national sentiments,” the company said.

“With immediate effect, we are terminating all cooperation with Kylian Mbappe,” it added.

Mengniu, one of China’s largest dairy producers, also announced that it was ending its partnership with the Real Madrid forward.

“With immediate effect, our company is terminating all cooperation with Kylian Mbappe,” the company said, adding that it maintained a zero-tolerance policy towards words or actions that hurt the feelings of the Chinese people.

The announcements generated widespread discussion on Chinese social media platform Weibo, where Dongpeng’s decision to end its partnership with the footballer became a trending topic.

Mao, who led the Chinese Communist Party and died in 1976, remains a highly sensitive historical and political figure in China.

Comments perceived as disrespectful towards him can provoke strong public reactions.

Mbappe had previously addressed memes comparing him to historical dictators in an interview with French sports newspaper L’Equipe in September.

“There’s a part of it that’s funny. You can tell that, for some people, it’s all in good fun. But there is another part that’s a bit less funny because of the damage such people have caused throughout history,” he said.

He added that being compared with individuals responsible for mass killings and widespread suffering was uncomfortable.

“Being compared to individuals who murder others, or who have brought misery to millions upon millions of people — well, I don’t think I’ve ever done anything like that in my life,” Mbappe said.

International sports figures have previously faced commercial and public backlash in China over politically sensitive comments concerning Taiwan, Tibet and Hong Kong.

In 2019, a social media post by then-Houston Rockets general manager Daryl Morey expressing support for pro-democracy protesters in Hong Kong prompted Chinese authorities and businesses to suspend NBA-related activities.

NBA games were subsequently absent from Chinese state television broadcasts for about a year.

In 2023, former NBA player Dwight Howard also faced criticism on Chinese social media after referring to Taiwan as a country in a video featuring Taiwan’s then vice president, Lai Ching-te.

Also read: Police Confirm Three Killed, Inspector Injured in Kebbi Violence

Mbappe’s apology comes amid the fallout from the latest controversy and the decisions by Dongpeng Beverage and Mengniu to end their commercial relationships with the footballer.