Ifeoma 2.0 is the Rihanna-approved label designed for reformed maximalists

Like plenty of graduates emerging from university and blinking bleary-eyed at the bright lights of ‘real world’, Reva-Ifeoma Ochuba struggled to find her calling. The Tbilisi-based designer racked up stints living in cities across the world, including Berlin, Prague, LA, and Istanbul, and dipped her feet into crypto, but nothing ever quite slotted into place. “At a certain point, I asked myself ‘when was the last time I felt like me’,” she explains. The moment she landed on was back in 2016 while she was still studying, when she founded her eponymous label Ifeoma. Eventually, she decided maybe now was the right time to bring it back from the dead. “I saw a shaman [a year ago] and finally saw the light,” she says.

Already finding fans in Rihanna and Solange in its early days and scoring a spot on the Opening Ceremony shop floor from the get-go, it’s only surprising it’s taken her this long to resurrect the brand. In its new form, Ifeoma is all about creating the perfect capsule wardrobe. In a stripped-back palette of mostly black, the offering is made up of clean-cut tailoring, like an incredibly chic but very sexy chef’s jacket and mini-skirt, as well as sleek, cocooning knitwear. Rounding things off are a handful of look-transforming accoutrements in the form of soft shearling scarves and sharp leather heels that sit somewhere between boot and sandal. 

The whole thing is designed to fit neatly into a suitcase, which is unsurprising when you consider she’s lived in six cities in as many years, and packing is a pain at the best of times. “Being a maximalist is fun, but only when one has a domicile to occupy and dominate,” she jokes. As Ifeoma 2.0 finds its feet, get to know Ochuba better below.

Tell me a bit about you. Where did you grow up? What did you study?

Reva-Ifeoma Ochuba: I’m from Los Angeles originally but I haven’t lived there consistently since I was 20. I studied BA fashion and technology, MA fashion critical theory, and somehow I’m trying to get into a PhD for aesthetics. 

How did you come to start Ifeoma, what’s it all about? 

Reva-Ifeoma Ochuba: Ifeoma is me, it’s my name – at least my other name, that no one calls me except my dad. It translates to ‘a thing of beauty’. Ifeoma, as a label, is kind of a personal vehicle of expression to that extent. I started it while studying for my BA. Turned my classmates into interns. 

“Ifeoma is me, it’s my name – at least my other name, that no one calls me except my dad. It translates to ‘a thing of beauty’. Ifeoma, as a label, is kind of a personal vehicle of expression” - Reva-Ifeoma Ochuba

When did you first realise the power of fashion? 

Reva-Ifeoma Ochuba: When I realised everything worthwhile has to become fashionable to survive. Fashion is a process, a coming of age. Fashion is fearless and innovative and fun. Three powerful things to be. Fashion is cringe, but it is free. 

What’s your fave ever fashion show or collection? 

Reva-Ifeoma Ochuba: There’s this random Russian couturier who has a series of shows I watch quite often. Pure. Very pure.

You took a break to resume your studies after founding the brand in 2016. Why did now feel like the time to resurrect it? 

Reva-Ifeoma Ochuba: After finishing my studies, had a job co-founding and directing this crypto thing. Nothing was quite right. I don’t take well to authority. At a certain point, I asked myself when the last time I felt like me. It was about five years prior. I was already in Tbilisi to source production, but hadn’t really started making anything. I was kind of depressed and atrophying artistically. It was a reactivation borne of necessity really. Being idle was driving me mad. I saw a shaman the year before and finally saw the light.

You've moved between six countries in five years – where? Why? 

Reva-Ifeoma Ochuba: Curiosity. LA, NY, London, Berlin, Prague, Istanbul, and now I’m between Paris and Tbilisi. When travelling, I’ve gotta get IN it. Going somewhere for two weeks doesn’t do it for me, I have to go for two years, be adopted by a local family, learn the language, join the mafia. You know: M-E-R-G-E.

How have your travels and all these places you’ve called home influenced the brand? 

Reva-Ifeoma Ochuba: My previous works were youthful and Berlin-NY-Transatlantic-transplant-vibe. Tbilisi has a strong culture of religion and modesty. The noir reality of this collection reflects this post-Soviet winter overlorded by orthodox Christians and vacationing practitioners of Islam. Very holy, very dark, very Polish cold wave. 

I love that the concept of this collection was that it should all fit in a suitcase. Why was this important?

Reva-Ifeoma Ochuba: Being a maximalist is fun, but only when one has a domicile to occupy and dominate. After moving around, and having less and less domestic realness, practicality became the order of the day. The collection fits enough looks for ten days of drip. There was meant to be a gown, but I ran out of time and space. There’s looks for breakfast, a nightcap, a cocktail, meetings, etc. 

“The collection fits enough looks for ten days of drip… There’s looks for breakfast, a nightcap, a cocktail, meetings, etc.” - Reva-Ifeoma Ochuba

You now split your time between Paris and Tbilisi. Why did you settle in Tbilisi? 

Reva-Ifeoma Ochuba: Tax laws are lenient, crypto laws are loose, guys are hot. Safest city I’ve ever lived in except for this particularly wild dog running around my street. They love stray dogs. I don’t get it.

How do you want to make other people feel in your clothes? 

Reva-Ifeoma Ochuba: With my clothes I’m usually prioritising some other use beyond wearing it. I’m excited for my next projects to highlight the value of Ifeoma, metaphysically. 

What’s your weirdest internet obsession? 

Reva-Ifeoma Ochuba: Pirating, I will pirate anything. Alt currencies – social, cultural, fiscal, I want it.

Let your predictive text finish this sentence: I am a designer because I love___ but people don’t know that I am actually___.

Reva-Ifeoma Ochuba: I am a designer because I love clothes, but people don’t know I’m actually building an app and have worked with multiple start-ups.

What’s the worst advice you’ve ever been given? And the best? 

Reva-Ifeoma Ochuba: Worst advice: Be a stylist. Best advice: I don’t take advice.  

If you could only wear one designer for the rest of your life who would it be?

Reva-Ifeoma Ochuba: Lanvin.

Who would you most love to see wearing your pieces?

Reva-Ifeoma Ochuba: Cate Blanchett, Charlotte Gainsbourg, Tilda Swinton when she had long hair. 

What does world domination look like to you – and do you, with Ifeoma, want it?

Reva-Ifeoma Ochuba: Being aggressively competitive with something to prove, yes, I’m fond of this. You’ll see what it looks like when I get there. Can’t give away all the candy *wink wink*.

What do you reckon you’re most likely to get cancelled for?

Reva-Ifeoma Ochuba: Scathing emails I have sent to those who've wronged me.

Check out Ifeoma's full AW23 campaign in the gallery above.