#fijimade

Ilai Jikoiono is the creative mind behind the label ‘ZUBER’ which is set to debut at FJFW15 Trendsetters Show.

‘ZUBER’ which means strong or powerful in Arabic will show their first collection ‘Hard’ for Spring/Summer 15.

Jikoiono has been an artist all his life, his talent completely natural and raw, he honed his skills and ability when he attended the International School Suva where he undertook a vigorous Visual Arts programme from year 7 to year 12.

“I have been emotionally and psychologically building this brand for 7 years, and now feel ready to share it, it has been a process of experimentation, which has led to the creation of something that I can now confidently say is representative of me as a designer, I feel like my maturity couple with the fact that I am artistically seasoned has led to this confidence, and my willingness to present myself through what I have created” said Jikoiono in an email interview.

Jikoiono who also hails from Lau has been awarded numerous school awards for his contributions to the schools cultural life, including the prestigious Matiniciva Award. 

He also travelled to New York as a representative of Fiji for an art project titled Pieces for Peace - an initiative to start dialogue around the issue of domestic and international peace through art.

The year after high school, Ilai began sketching garments imagining a career as a fashion designer. He was accepted into the prestigious University of Technology Sydney Fashion Design programme in Australia, however differed studies indefinitely due to family commitments.

Jikoiono then began working as a fashion photographer, spending time between Fiji and Australia, whilst also being contracted to a design business based in PNG, eventually becoming Creative Director of Mai Life STYLE magazine - Fiji and the Pacific's first luxury fashion and lifestyle publication. Jikoiono felt that FJFW was a big stage for him and wanted to start ZUBER on a smaller scale but he’s grown into his own skin creatively and is ready for FJFW15.

“I used to think that Fiji Fashion Week was too big of a platform for me, I wanted to start small and release it slowly and in front of a much smaller crowd but I have the confidence now to put my designs down the runway and let Fiji feast their eyes and let their minds wander through my art or be totally disgusted and reject it, I'm ready for the criticism as equally as I am ready for the praise now” said Jikoiono.

After having immersed himself in the local industry over the past year, he felt himself ready to tackle his ultimate goal of starting a fashion business. Jikoiono defines his aesthetic as sitting at the cross section of fantasy and urban reality, indeed at times forcing the two together. His clothes are bold and daring, and represent the power of whoever wears them. 

“I love Fantasy Games, where there are no boundaries when it comes to imagination, worlds, environments, story lines, creatures, characters and of course costumes! My collection is pretty much wearable fantasy, a character, plucked from a distant world, ready to conquer, wearing ZUBER!” said Jikoiono

Jikoiono’s garments are not for those who play it safe, but rather are for those willing to and certainly wanting to take a risk to truly explore and express who they are through urban high fashion. 

After Fashion Week, Jikoiono plans to sell his collection on Etsy a boutique online shopping that can be accessed by anyone from any part of the world they also have a popular phone and tablet app which allows for a further reach commercially. 

“I know that there is a niche market that I'll be selling to and I am looking to capitalize on this, girls who are a bit left of centre and bold, definitely not for wall-flowers, I'm targeting Tagimoucia's! One in a million, confident in their skin!” said Jikoiono. 

Jikoiono is dreaming big and the talented artist plans to take ZUBER international in 5 years.

“ I'm not afraid to dream big. I know that it'll be hard but If Colette Dinnigan can start in the Bondi Markets in Sydney and end up being invited to Paris Fashion week, who says a Fijian Designer cant achieve the same thing? I want this brand to be on the lips of stylists and bloggers all over the world. It can be done, I just have to stay focused and keep working hard, God will do the rest,” said Jikoiono.

ZUBER is set to show on the 29th of May at the FJFW Trendsetters Show at the Vodafone Area. Tickets are available at 72 McGregor, Damodar City and the Vodafone Triangle.  

For FJFW