The Vibrant Vision of Rendoll: Where Fashion Meets Empowerment

Like many entrepreneurs and creatives with an African background, Reni Abina’s current role as the founder and creative director of womenswear brand Rendoll was not her first choice of profession. After qualifying as a lawyer, Abina decided to pursue her lifelong love affair with fashion and started founded her own fashion brand in 2019 as a self-taught designer.

Abina has built the foundation for Rendoll on the pillars of confidence, femininity, and body positivity, and the Lagos-based brand draws its inspiration from confident and daring women. “The Rendoll woman is confortable in her skin or aspiring and working towards self confidence. She enjoys looking good and being part of a community of like-minded women,” Abina shares. Reflecting their spirit in bold prints and bright colors, Rendoll offers considered designs that exist at the intersection of luxury, inclusivity and affordability, with each piece created for women of all shapes and sizes.

Finding inspiration in the everyday

Rendoll’s designs have become known for their bold colors, striking patterns, and daring cuts. For Abina, inspiration can come from anywhere, including life itself, to converge to create a symphony of self-expression, echoing the diverse narratives that define femininity. “I find inspiration in everything around me, and nature is a really big one,” she says. “A lot of the time, I associate colours with the season and mood of the time of the year.” 

Central to Rendoll’s ethos is the belief that fashion can be a potent vehicle for self-expression. Abina champions inclusivity and body positivity, ensuring that every woman, irrespective of size or shape, finds solace in Rendoll’s pieces. With each piece, she crafts a canvas for individuality, inviting women to weave their unique stories into the fabric of Rendoll’s identity.

“I’m very big on self-expression through fashion as I believe it allows us to communicate our individual identities and personalities,” says Abina. “With Rendoll, I see how five women can all buy the same dress and style it in completely different ways. When designing, I always try to make sure it can be worn by different women of all shapes and sizes.”

From navigating challenges to gaining recognition

The path to success is often paved with obstacles, and Abina’s journey has been no exception. Starting a fashion brand in a burgeoning fashion industry such as Nigeria’s poses its own unique challenges.

“I feel like every day is challenging, if I’m being honest,” Abina admits. “Sometimes it’s hiring, sometimes it’s logistics, sometimes it’s an unstable economy and ever-rising production costs.”

From navigating the intricacies of hiring the right personnel to weathering economic storms, Abina has had to be resilient in the face of adversity with unwavering determination and a steadfast belief in finding solutions to hard times.

“With each challenge, I give myself a couple of minutes or hours to process and then I move on to solutions and problem-solving,” she says. “I don’t allow myself to dwell as I believe every problem has a solution.”

It is fitting then, that Rendoll’s success has been marked by prominent milestones along the way, including coveted features in publications such as British Vogue, Elle and Essence. For Abina, such recognition serves not only as a validation of Rendoll’s uniqueness but also as a testament to the brand’s unwavering spirit.

“It has definitely been a confidence-booster,” she says. “The fact that so many eyes are on me and Rendoll, and these many people believe in our story and journey, provides the motivation and encouragement on the days when things are difficult.”

With each accolade, Rendoll’s journey gains momentum, fueling the brand’s determination to reach new horizons.

Balancing artistry and business

Behind the scenes, Abina navigates the intricate dance between creativity and commerce. Understanding that success lies not only in design but also in strategy, she meticulously crafts a roadmap for Rendoll’s growth. With a keen eye for market trends and a deep understanding of consumer behavior, Abina ensures that Rendoll’s designs resonate far and wide.

The biggest lesson she’s learned about the business side of running a fashion label? “The business side and the design side are completely different,” she shares. “You have to understand how you’re going to sell a product as well as build a community and a sustainable brand. There’s no use having the most intricate and beautiful designs If you don’t know how they’re going to successfully reach an audience.”

Speaking of reaching an audience, social media has come to be an incredibly powerful tool for the Rendoll brand when it comes to creating connections and community-building. Abina leverages platforms such as Instagram to showcase Rendoll’s creations, and through direct engagement and users’ shared images, she fosters a sense of belonging, forging lasting connections with Rendoll’s diverse clientele.

“Social media has definitely been very helpful with growing Rendoll. It enables us showcase our products and behind-the-scenes glimpses in a fun way,” Abina says. “We’re able to interact with our audience via direct messages, responding to comments and polls. It also encourages our customers to share user-generated content, which helps create a sense of community and authenticity.”

A glimpse into the future

As Abina looks ahead, she envisions a future for Rendoll defined by boundless growth and global recognition. With upcoming collections teeming with captivating prints and avant-garde silhouettes, she sets her sights on expanding Rendoll’s reach across borders.

“My vision for the brand is to be a household name for attainable luxury pieces. I see us headed towards conquering more countries as I believe there are a lot of women in the world who vibe and align with our aesthetic,” she says.

Driven by a vision of attainable luxury for women worldwide, Abina charts a course toward a future where Rendoll shines as a beacon of style and inclusivity.

Discover Rendoll on The Folklore