By Yinka Olatunbosun
For more than 15 years, Dr Yetunde “Yetty D” Ogunnubi has been at the forefront of Africa’s fashion and creative industries, building a career spanning public relations, marketing, brand management, and event production. As the Founder and CEO of YD Agency and FashionEVO, and Co-Director of Fashions Finest Africa, she has played a pivotal role in shaping brands, promoting emerging talent and creating platforms that spotlight African creativity.
Over the years, she has managed publicity projects for government organisations, corporate businesses, fashion and creative events, press conferences and a wide range of brands. Her expertise in brand management has also translated into successful fashion runway productions and curated experiential events, including One Night in Lagos. Her portfolio includes collaborations with Samantha Lifestyle, Wood Styles, King’s College Old Boys Association, Cozy Concept, ELOY Awards, Emilinks Limited, Gidijobs, Exquisite Magazine, FIABCI Nigeria, US Outlets, Essential Woman and Plus Size Fashion Week Africa, among others. She also serves as the PR and Communications Director for Africa Fashion Week Nigeria in London and is a fashion editor.
Beyond her work in communications and brand building, Ogunnubi is passionate about mentorship, women’s empowerment and youth development. Through FashionEVO and other initiatives, she continues to create opportunities that support growth, innovation and economic empowerment within the creative sector.
In recognition of her contributions, she was conferred with an Honorary Doctorate Degree (PhD) in Brand Strategy and Communication by Myles Leadership University in 2022. She is also the Nigeria Country Chair for The Club G100 in the field of Brand Creation and Marketing, and an alumna of the US Exchange Programme.
Widely respected for her commitment to excellence and her efforts to connect African creative talent with global opportunities, Dr Yetty Oyinlola Ogunnubi joins us to discuss her journey, the evolution of the fashion industry and the work that continues to drive her passion for impact.
You are an alumna of the US Exchange Programme, Academy for Women Entrepreneurs (AWE). Can you describe the experience and the value it adds to your expertise?
It was an incredibly enriching and eye-opening experience. Even though I participated over six years ago, the foundation it laid continues to influence my work today. Being immersed in an ecosystem that thrives on high-level innovation, structured creative economies, and global collaboration enabled me to view our local industry through a much broader, more strategic lens.
The biggest value that the Academy for Women Entrepreneurs (AWE) added to my expertise is the reinforcement of cross-border synergy. Through the programme, I gained data-driven insights into how global markets scale creative businesses using technology. It profoundly sharpened my ability to position African brands for international investment while establishing sustainable, structured frameworks back home. Ultimately, it wasn’t just a temporary learning experience; it was about building a powerful, lasting global bridge- for our African narratives- that still serves my clients today.
You’ve built a tech-forward, storytelling-driven approach with FashionEVO. What specific gap in the industry were you aiming to fill with this platform?
YD Company has been firmly tech-driven since day one, and as we celebrate our monumental 10th anniversary this June 26th, that digital-first foundation remains our greatest strength. FashionEVO was born as a distinct powerhouse to fill a specific gap in the broader fashion ecosystem. While the YD Company handles overarching brand architecture and communication, I saw a need for a dedicated, tech-driven platform specifically engineered to drive and support the fashion industry itself. FashionEVO is raising its own bar by providing the technology, infrastructure, and digital tools that designers need to scale. It’s about creating a sustainable ecosystem where African fashion can seamlessly integrate with global digital commerce.
You’ve spoken publicly about the importance of mentorship. What is the one piece of advice you’d give young fashion entrepreneurs?
“Master the business of your creativity before you seek the applause for it.” Many young entrepreneurs enter the fashion industry in love with the glamour of design, but fashion is a business first. My one piece of advice is to build a solid foundation in structure, finance, and branding. Talent will get you into the room, but understanding supply chains, target demographics, and digital consistency is what keeps the doors open. Don’t be afraid to start small but ensure you are building something that can grow without you.
How can African designers better leverage emerging technologies (like digital fashion or AI) to reach international audiences without losing their traditional craftsmanship?
Technology should never replace our craftsmanship; it should amplify it. African designers can use AI for predictive analysis, understanding global buying trends, optimising inventory, and reducing fabric waste.
When it comes to digital fashion and 3D rendering, designers can create virtual prototypes of intricate, hand-woven pieces like Aso-Oke or Adire. This allows international buyers to experience the silhouette and drape digitally before a single thread is cut. Tech is simply a modern canvas for our ancient stories; it makes our heritage scalable without diluting the soul of the craft.
How has your upbringing in Lagos and Ogun State shaped your aesthetic and your belief in the power of visual storytelling?
Growing up in Lagos gives you an undeniable grit, a vibrant energy, and an appreciation for expressive, unapologetic style. Lagos is a living, breathing runway. On the other hand, my roots in Ogun State grounded me in deep tradition, rich history, and the profound symbolism embedded in our textiles and cultural practices.
This duality shaped my aesthetic to be both contemporary and deeply rooted. It taught me that visual storytelling isn’t just about aesthetics; it’s about identity. Every colour choice, every pattern, and every texture carries a lineage. My upbringing taught me how to read those visual cues and translate them for the world.
You have extensive experience working in the UK and Nigeria. How do you tell the Nigerian story through fashion?
I tell the Nigerian story by showcasing our complexity and brilliance, moving away from the monolithic “exotic” narrative that the West often assigns to Africa. In the UK, the focus is often on structure, minimalist commercialisation, and functionality. In Nigeria, it is about texture, vibrance, and emotional resonance. I bridge these two worlds by helping brands present Nigerian fashion not just as cultural attire, but as luxury, wearable art that commands respect on global runways. We tell our story by showing that our fashion is rich in history, yet perfectly suited for the modern, global lifestyle.
How would you describe your personal style?
I am an unapologetic champion for Made in Nigeria. I deeply believe in supporting homegrown brands, so you will always find that reflected in my wardrobe, whether it’s the clothes I wear, the shoes I wear, or the bags I carry.
When it comes to my personal look, I definitely have a distinct style. I absolutely love colours, and I’m never afraid to mix prints or step out in bold statement pieces. For me, fashion is a vibrant form of self-expression and cultural pride; it’s about taking our incredible local craftsmanship and wearing it in a way that feels modern, sophisticated, and full of life.
How do you manage the multi-hyphenated lifestyle of a publicist, a fashionpreneur, a brand builder, a community advocate, and a cultural ambassador?
It requires meticulous time management, a brilliant team, and radical self-awareness. I don’t view these roles as separate, isolated boxes; I view them as an interconnected ecosystem driven by a single purpose impact. My work as a brand builder and fashionpreneur feeds my strategic eye for PR campaigns under YD Company (YD LIMITED), while FashionEVO allows me to scale that impact for the wider industry. My civic role as the General Secretary of Lekki Phase 1 is a crucial part of this ecosystem; it is my way of giving back to society and advocating for a structured, thriving community.
Whether I am protecting local interests in Lekki, advising a brand, or promoting our heritage globally as a cultural ambassador, it all comes down to leadership and service. I prioritise ruthlessly, delegate effectively through my teams, and ensure that I am fully present in whichever “hyphen” I am operating in at that moment.
For female-led businesses to thrive in Nigeria, what measures need to be in place?
We need to move past tokenism and implement structural changes in three main areas: One of them is access to capital. Financial institutions need to create gender-lens investing frameworks that understand the unique scaling patterns of female-led creative businesses.
Secondly, infrastructure and policy. Businesses need safe, structured business ecosystems, intellectual property protection, and accessible tech infrastructure. Also, businesses thrive where there are structured mentorship ecosystems. They create formal pipelines where seasoned female leaders can pull up the next generation, providing them with access to networks that are traditionally difficult to penetrate.
Do you have a day when you shut down, relax and do zero-work?
To be completely honest, I rarely do! I am afraid to admit that I am a true workaholic, and it is genuinely something I need to work on. My life in publicity inherently requires me to be constantly available; crises and major breaking news don’t wait for business hours, so I always feel the need to be accessible just in case.
However, I am actively learning to set firmer boundaries. I’ve started implementing a rule where if you require my attention over the weekend, it must be for something incredibly important. To balance the chaos, I make sure to prioritise my wellness by getting spa time at least twice a month, and I have intentionally curated my home to be a total space of serenity. Even when the work doesn’t fully stop, I have a peaceful sanctuary to recharge in.
