Lateefat Odunuga: Pioneering Modest Fashion with Purpose

 
In a world where fashion and modesty are often seen as mutually exclusive, one brand is redefining the narrative. House of Anaum, founded by Lateefat Odunuga, is a trailblazing fashion brand that empowers women to express their unique style while staying true to their values. With a passion for modest fashion and a commitment to quality, craftsmanship, and inclusivity, Lateefat has built a global brand that is redefining the fashion industry. In this interview with MARY NNAH, she talks about her journey, inspirations, and vision for House of Anaum.

 
Can you tell us a little about yourself and your background?
 
My name is Lateefat, and I am the creative founder of House of Anaum, a fashion brand rooted in Nigerian craftsmanship and contemporary expression. I am Nigerian, from Ogun State, and my background has strongly shaped my creative identity and appreciation for culture, detail, and storytelling through fashion.
 
I hold a Bachelor’s degree in Marketing and a Master’s degree in Fashion Marketing, which gave me a strong foundation in branding, consumer behavior, and the business side of fashion. This academic journey helped me understand fashion not just as a creative outlet, but as a strategic and market-driven industry.
 
Beyond formal education, one of my most formative experiences was a two-year apprenticeship, where I learned how to sew and gained hands-on technical skills. This period was crucial in shaping my approach to design – it taught me discipline, craftsmanship, and respect for the construction process. Being trained both academically and practically allows me to bridge creativity with structure and vision with execution.
 
Together, these experiences inform my work at House of Anaum, where I combine thoughtful design, strong brand positioning, and skilled craftsmanship to create pieces that are intentional, expressive, and rooted in purpose.
 
 
What motivated you to start House of Anaum, and what’s the story behind your brand’s mission?
 
I was inspired to start my fashion brand from a very personal place. As someone who prefers modest dressing, I constantly struggled to find outfits that truly met my needs. Most available options were either boring, had slits, short sleeves, or lacked the level of elegance and refinement I was looking for.
 
I wanted clothing that proved modesty could still be stylish, modern, and expressive. That gap in the market became very clear to me, especially with my background in marketing and fashion marketing—I could see both the personal frustration and the unmet consumer need.
 
Combined with my hands-on training from a two-year sewing apprenticeship, I realized I had the tools to create what I was searching for myself. This led to the birth of House of Anaum—a brand focused on elegant, thoughtfully designed modest wear that balances sophistication, comfort, and craftsmanship.
 
What started as a personal challenge has grown into a purpose-driven brand: to redefine modest fashion by offering pieces that are refined, intentional, and empowering for women who want to dress modestly without compromising on style.

 
What core elements make up the DNA of House of Anaum, and how do you ensure they are reflected in every collection?
 
The non-negotiables of House of Anaum’s brand DNA are modesty, elegance, intentional design, quality craftsmanship, and African identity. These elements must be present in every collection, regardless of theme or season.
 
Modesty is foundational – not as a constraint, but as a design principle. Every piece must offer thoughtful coverage without slits, overly short hemlines, or unnecessary exposure, while still feeling modern and refined.
 
Elegance is essential. Each collection is designed to feel timeless and elevated, with silhouettes, fabrics, and finishes that communicate grace, confidence, and sophistication.
 
Intentionality guides the entire process. Every design choice is purposeful and responsive to the needs of women who desire modest yet stylish clothing that fits seamlessly into contemporary life.
 
African identity is a key expression of the brand. This shows up through subtle or bold references to African culture—whether in fabric choices, textures, craftsmanship techniques, color stories, or design details that honor heritage without feeling costume-like. The goal is to celebrate African roots in a way that feels modern, global, and authentic.
 
Finally, quality craftsmanship is non-negotiable. With my background in garment construction, fit, and finishing are treated with care and precision. Every piece must reflect durability, attention to detail, and respect for the craft.
 
Together, these pillars ensure that every House of Anaum collection is purposeful, culturally rooted, and unmistakably elegant.