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Toni-Blaze, Toni-Blaze, Toni-Blaze: TrailBLAZing at the heights of editorial fashion
Interview & Words Jason Owusu-Frimpong
Toni-Blaze Ibekwe is.. the Editor-In-Chief of Wonderland, Creative Director, Stylist and a Diversity Committee Member at the British Fashion Council.
Jason Owusu-Frimpong catches up with her.
Toni-Blaze Ibekwe’s well-earned rise to the heights of editorial fashion is the stuff dreams are made of. It’s one that only a few can replicate: being able to confidently lead so early on in her career, rolling out successful magazine covers and issues back to back.
As Editor-In-Chief of the internationally-renowned Wonderland Magazine, Toni-Blaze is an integral part of the new wave of young creatives at the helm of fashion, unapologetically bringing innovation, diverse representation and progress to the industry much faster than we’ve seen in previous decades. Generations even. Toni-Blaze has an advantageous edge, in that her youthful relatability and constant evolution bridges the gap between emerging trendsetters with the (predominantly older) decision-makers at the top.
Upon first appearance, Toni-Blaze seems reserved, gracefully poised, yet warm & friendly. After speaking with her in the run up to this interview, I now know this to be true. However, do not be mistaken - her creative touch and trailblazing impact is to be reckoned with. From styling and overseeing major covers for the likes of Saweetie, Jorja Smith, Winnie Harlow, Maya Jama, Michael B. Jordan, Wizkid, Dave and Kid Cudi, her work speaks volumes. Her work is dedicated to consistently spotlighting the best aspects of our era: from our talent, trends, and all round contributions to fashion & culture.
The very little time I have spent speaking to Toni-Blaze, it’s as if I’ve known her for years. Hearing more about her upbringing, I realise it may be down to how much we do have in common as children of flamboyant West-African parents. But mostly because of her welcoming and personable energy - it’s no surprise she’s already achieved so much.
Without a doubt, her story has inspired me, and I’m confident it will do the same for all who read. From her childhood inspirations, to her time at the illustrious Central Saint Martins, maintaining self-belief throughout, refining her creative touch & navigating the ever changing fashion industry, to now also paying it forward as a Diversity Committee Member for the British Fashion Council, Toni-Blaze is a valued woman of the City.
Jason: How did your journey into fashion & styling start? What inspired you? Did you always know this is what you wanted to pursue a career in fashion?
Toni: I always knew I wanted to get into fashion, but at first I did not know in what capacity. I loved fashion design for as early on as I can remember. I used to draw in these little mannequin sketch pads my dad bought me. I admired the fashion and style of my maternal grandmother who had a fashion house in Nigeria and my mother and father also pushed me to express myself creatively. I used to dress up in matching outfits with my dad as a child to parties and events. [Also] my mother ‘Mama Blaze’ is an avid fashion lover, like she’s beyond! She has the best sense of style too. I had Central Saint Martins on my dream list of universities, and once I got accepted it was all the motivation I needed to pursue a career in fashion.
Jason: I know first-hand how creative and extravagant Nigerian families can be. Do you think that has inspired some of your creative decisions & approaches along the way?
Toni: My parents are both Nigerian (Igbo). Across African culture there’s a natural obligation - regardless of class, gender, economic status - to present yourself with your best foot forward. The skill and craftsmanship is unmatched. I remember being young going to the tailors before an event, a wedding or any important date to get an outfit made, picking out the fabric, looking for the shoes and accessories and so forth. The art of Couture and style over RTW is heavily embedded in African fashion and ways of dressing. I think this is why even with my work today, I have such an appreciation for attention to detail but also the grandeur and showmanship of fashion and it’s extravagance.
Jason: What are some of your fondest memories from the early days that you still hold dear?
Toni: I will always cherish my time assisting and learning my taste level, I had a great mentor who appreciated style and research but also referencing, looking through books, all archives and having a real appreciation of striving to create timeless work and imagery. I try to keep that in the essence and core of my work.
Jason: Were there any difficulties/hurdles you encountered on the way?
Toni: I think once you go out as a stylist on your own, the main hurdle you face is trusting yourself, our industry can be fickle and you almost have to have an unmatched level of self belief and stay centered in your creative universe.
Jason: Having a dream job as editor-in-chief at Wonderland - what are some of the things you love most about the job and working with creatives and talents?
Toni: I love how everyone in the team comes from different walks of life, different ideals and taste levels. It is a true reflection of teamwork. I love being able to constantly keep learning and knowing how culture and the arts are shifting. We also are lucky to also work with an array of young creatives.
Jason: What have some of your favourite features/covers been and why?
Toni: I have SO many brilliant covers. I have been blessed to work with Migos, Emilia Clarke, Moses Sumney, Normani, Nicki Minaj,Ciara,J-Hus,Enny, Alexa Demie, Amandla Stenberg, Kai Isaiah Jamal...( I could keep going!). [Also] My work with Photographer Ellen von Unwerth..icon!
Why? I’m just super proud of how visually strong and diverse my work with the magazine has been and continually is, with each shoot I've tried to visually push talent to be seen in an exciting way style wise.
Jason: Give us a little rundown of your day to day schedule, and the work that goes into getting an issue done (that people may underestimate/romanticise).
Toni: It has changed a lot with the pandemic. Zoom is literally a lifesaver; a lot of issue planning between myself and the team is happening via a zoom link! We all come together with a dream talent-list, then reach out to our wider network to contribute to an issue. The key word is collaboration. A lot of time and extra (past 5pm) hours goes into the admin of it all. For each issue I aim to have a moodboard/mood for the fashion I want to contribute to the issue.
Jason: How do you navigate all the different time zones, settings, travelling etc?!
Toni: It’s so exciting! It’s still a crazy feeling being up at 1am (UK TIME), style directing - through a zoom link - a fashion assistant on set in another part of the world. I’ve done that with a few covers such as Kid Cudi and Saweetie. I think you get used to managing the time zones. It feels worthwhile when you finally get an issue in your hands to hold.
Jason: What does it mean to you to be part of the new wave of leaders that are positively shifting the trajectory of fashion, (i.e. undoing nepotism, racism and patriarchy, bringing a more inclusive narrative, incorporating all parts of society and e.g. musical genres in fashion)?
Toni: I love that someone who looks like me feels like there is a space for them within fashion through hard work and determination. I get a lot of messages from young women from different backgrounds who are really inspired with my work within fashion. At times I forget there is a bigger cultural impact of being able to represent diversity. I think there is always more to be done but it has definitely changed in comparison to when I first started in the industry as an intern.
Jason: Does the pressure to do so always cross your mind/is that part of your planning process when discussing a new issue?
Toni: It’s just a natural thought which I don’t have to consciously overthink about as it’s something like a magazine, the company has always strived for.
Jason: As part of the BFC Diversity & Inclusion Steering Committee, how imperative is it for opportunities to be accessible to black talent within the fashion industry? What do you hope will come from your membership?
Toni: One of my personal goals is to set up a fully funded mentorship/internship programme to support black talent foremost and ultimately expand opportunities for all.
Jason: Where are you currently taking inspiration from when styling and cover features/talents? (or some examples of recent inspirations. Or some trends you’re loving right now)
Toni: I love working with upcoming designers and also the main thing I do is trust my gut feeling. I’ve been able to learn how to naturally align my vision with my inspirations, but also taking into consideration the talent. I always try to keep SEARCHING, whether it’s finding new brands, or looking at my go-to references, I constantly try and ask myself what it is I'm trying to creatively say.
Jason: What advice would you give to a younger Toni-Blaze navigating the fashion industry…say…after university?
Toni: I would say to keep a proper work life balance [laughs]...and to enjoy the ride, I try to do this more. Also, document the process!