CULT DESIGNER AdaezeEjiogu

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.

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.

In February, during the Milan Fashion Week, you were selected as a member of the international jury for the first Black Carpet Awards (BCA) gala event. The first of a long series, we hope! What can you tell us about that evening, for those who have not lived it? How was the Black Carpet Awards born?

Yes, it is with great honor that I participated in the BCAs with an intellectual and social responsibility role, for which I thank Michelle F. Ngonmo for the demonstration of esteem and trust, in an event that was created to celebrate all stories.

It was exciting to be an active part of the very first edition of an event that highlights the excellence of the Italian and international BIPOC community in a context in which the beauty of diversity was solemnly celebrated and valued. The ceremony held at the MEET Digital Arts Center, brought together emerging and established guests in a community where everyone is called to be a true leader of change. It was wonderful to see prominent names from various cultural sectors bring their history to light, it was a real "global party" held right in Milan during the mfw.

Do you think fashion is doing enough today about inclusiveness? And if your answer is no, what do you think is still missing?

I think fashion is one of the most sensitive sectors and ready to recognise diversity as a value. What needs to be done is to tell success stories like mine and many others. Representation for the new generations is important. In the work that I do with a lot of passion and freedom, as Victoria, without feeling labeled and enjoying the privilege of growing up without being subjected to prejudice, I remember that I also have an important task which is to "represent", and perhaps inspire, other young Italian Afro-descendant designers.

Is there a particular brand/designer you dream of collaborating with in the future for CULT?

We had several collaborations during the Fashion Weeks including MSGM, Carlo Volpi and several emerging designers.

The OTB group with brands such as Diesel, Margiela, Marni, I think it is one of the most interesting realities as a possible collaboration, perhaps in clothing, I find the "Only The Brave" philosophy similar to ours. It would be interesting to think about collaborations with concept stores such as Antonioli, Luisa via Roma…

I would also like to leave the fashion world and think of different products, furniture, music, publishing, art, in a "life-style" logic, because CULT is a way of being.

For anyone who lived through the 90s like it was for me, CULT combat boots were a must. Mine were silver gray, gorgeous, indestructible. How do you try to keep that flavor, that feeling of rebellion in today's shoes?

The strength lies in having dug into the history of the birth of this brand. Cult was born in 1987 and became iconic with the BOLT worker boot with a steel toe, worn and desired by many young people throughout the 90s. In 2012 I joined the team, and it was necessary and natural to reinterpret those distinctive features of the debut and translate them into a contemporary language, such as: logo plate on the heel, or the hexagonal bolt under the sole Bolt, which today is a metal hexagon present on all models.

These and other details strengthen the image of a brand, evolving into a current vision, in a coherent and iconic language.

And what's different, the addition that was necessary at a certain point to adapt to the passing years?

Today, strengthened by that transversality of occasions of use united by a common thread that is the rebellious, innovative and anticipatory soul, Cult defines outfits from the most rock to the most glam, creating a lifestyle, a current way of being in a “total look” logic.

Today we can swing from decolletes covered in rhinestones with metallic heels to combat boots passing through gladiator sandals, and be recognizable! The origin is the amphibian that continues to dress the young people of then and now, conquered by a contemporary and multifaceted authenticity, in a new vision of the brand with a great history and great potential.

Speaking of evolution, what about the CULT Lab project?

Cult Lab was born from the desire to make our iconic black amphibian a "blank canvas" on which to start collaborations and projects free from commercial logic. It is a creative workspace in which we involve artists, students of fashion institutes, tattoo artists, with a social and collaborative purpose. Cult Lab is a free space… it's Rock!