Interview with CULT’s designer Victoria Adaeze Ejiogu
As we often say and remember, the most interesting people come from great cultural mixes. And, even in the case of Victoria, we can only confirm. She was born to a native English mother and a Nigerian father, she grew up in Italy, with the “punk” style of the family, which makes her nothing short of perfect for her work as a designer of the CULT brand.
She recently participated, during Milan Fashion Week, in the first Black Carpet Awards (BCA) gala event as a member of the international jury and she told us something more about this new and necessary fashion event.
An event to tell stories, where the beauty of diversity is celebrated and valued. We talked to her about the history of the CULT brand and her transformations, her arrival at the Zeis Excelsa fashion group and the future projects. As per her words, projects in a “life-style” logic, because CULT is a way of being.
Preview from S/S 2023 issue
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We are really happy to talk to you, both because our affinity of thought about the importance of inclusiveness is evident, and because we love the CULT brand and everything it represents in the rock scene. Many years have passed since your start with the ZEIS fashion group. What was it like, back then, to start this journey?
I started 10 years ago after finishing my studies, managing CULT from day one with responsibility and a big vision for a brand that had an incredible heritage, naturally similar to me. The affinity with this brand was almost prophetic, I think there was a mutual attraction starting with my favorite shape which is the hexagon, just like the bolt on the sole of the iconic Bolt with which the brand was born in 1987. I was full of that enthusiasm that still feeds me today, we matured together CULT and I, every season the brand grew up to be today the first corporate brand.
Were you already a fan of CULT and the rock world?
My cultural background is a powerful mix, where music and art have been fundamental to my growth. My mother is a native English, daughter of Italian emigrants. She is the true punk of the family therefore my rock punk spirit is congenital. I grew up with a strongly British musical culture, but not only, in an Italian context from a Nigerian father. The musical, artistic and cultural contaminations are the richness of my identity. Rock means swinging, swinging between different influences: a blend of styles and sound contaminations that generated it. A bit like how I draw from all the facets of my identity, like a precious stone. Rock for me is synonymous with union, freedom and non-conformity.
Preview from S/S 2023 issue
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