Adebayo Jolaoso Is The Nigerian Photographer Shaping Fashion and Representation

Adebayo Jolaoso (b. 1994) is a Nigerian fashion and contemporary photographer whose work has captivated the global fashion scene. Based in Lagos, Adebayo’s images are distinguished by their striking visual storytelling, capturing the essence of black beauty, form, and fashion through a modern Nigerian perspective. His photography uniquely merges art with commerce, emphasizing the importance of accurate representation for Nigerian models and the local fashion industry.

In this exclusive interview, we delve into Adebayo’s inspirations, creative process, and his vision for the future.

Early Inspiration

“My early inspiration mostly came from fashion magazines lying around in my parents’ house and some old paintings my dad had. The paintings were of horses and landscapes, and they looked remarkable. My mom had a collection of fashion magazines—Vogue, Tatler, and This Day—that really drew me in. The colors, the stories behind the images, and how they were created fascinated me,” Adebayo recalls.

“As I grew older, I got more curious about how these photos were made. I also watched fashion shows on TV and knew I wanted to belong to that world in some way.”

Nigerian Fashion and Form

For Adebayo, Nigerian fashion holds a unique place in his heart. “Nigerian fashion has always been rich, from the way we dress for events, to weddings and funerals. The fabrics, the interpretations of our identity through fashion, are incredible,” he says.

His focus on Nigerian fashion and black models stems from a deep desire to represent the beauty he witnesses authentically. “As a sociologist, I’ve studied bias, misrepresentation, and stereotypes, which have shaped my artistic process. I want to depict our fashion and models truthfully. We are beautiful and always have been, and I’ll continue to highlight that until my last breath.”

Art and Commerce

Adebayo sees art and commerce as intertwined in the fashion industry. “Art and commerce are spectrums where a lot of things exist,” he explains. “We create art that has personal meaning, but we must also understand its commercial value in the world. Fashion, as an art form, requires balance. While I focus on the best lighting, color grading, and overall artistic direction, I must also remember that fashion is a commercial industry. There’s always a need for sales, whether it’s a campaign or a product launch.”

The Importance of Representation

Representation is central to Adebayo’s work. “Representation is intangible, yet it’s vital. For years, black people have been told they need to be ‘twice as good.’ This applies to academia, music, fashion, and even business. My goal is to represent black people as competent and beautiful. Representation also combats fetishism. The way fashion magazines documented African fashion in the past, focusing on poverty and stereotypes, was unfair. I aim to present our people in an artistic, realistic light. We’re more than our economic challenges, and we have the potential for luxury and excellence.”

Sociological Background

Adebayo’s background in sociology has heavily influenced his approach to photography. “Sociology taught me the power of storytelling and understanding biases,” he shares. “As artists, we have a responsibility to inform others about our cultures and challenge stereotypes. Sociology gave me tools to understand people and how culture shapes them, which helps me approach my work with an open mind.”

Collaborations and Learning

Reflecting on his collaborations, Adebayo expresses gratitude for the people and brands he’s worked with. “I’ve learned something from every project, whether it’s working with Mavin Records’ Don Jazzy or Afrobeat superstar Wizkid. Every shoot, every collaboration, reminds me of the beauty of both people and objects.”

Inspiration and Influences

Adebayo draws inspiration from his immediate surroundings and legendary photographers. “I’m inspired by the environment around me and great photographers like Richard Avedon, Mario Testino, and Annie Leibovitz. Their work has shaped my process and continues to educate me. Black and white photography, in particular, is something I’ve been curious about—it captures tonality in a way that’s both simple and profound.”

Recognition and Media Features

Being recognized outside of Nigeria has been a warm experience for Adebayo. “It’s a reminder that my work has value—commercial or emotional. It means I’m reaching new audiences, and that’s truly amazing. It also encourages others to dream big and shows that our work can make it to important places.”

Upcoming Photobook and Exhibition

Adebayo is working on an upcoming photobook that will celebrate Nigerian fashion and excellence. “My book is about representation. It tells stories of chaos, joy, creativity, and ingenuity,” he reveals. “Themes like movement and Accidental Renaissance recur throughout. This project reflects my growth as both a person and an artist, as I’ve learned to surrender to unpredictability and embrace subtle gestures in photography.”

Legacy and Vision

Looking to the future, Adebayo has big goals. “As a person, I want my work to mean something personal—to show others that their dreams are valid and achievable. As an artist, I want my work to demonstrate the level of creativity we possess in Nigeria. I want to inspire the world to see Nigerian fashion and art in a new light—one that celebrates our excellence.”

Overcoming Challenges and Growth

Adebayo acknowledges the challenges of working in Nigeria but views them as opportunities for growth. “Challenges are inevitable, but they’ve forced me to become more adaptable. Nigeria’s limitations—power issues, security concerns, and infrastructure challenges—have pushed me out of my comfort zone and made me more resourceful. These challenges have ultimately enriched my work.”

Cultural Identity in Photography

“My work documents the trends and cultural elements of today that will later serve as references for future generations,” Adebayo explains. “Culture is stable yet always evolving. My photography explores the intersection of the past and present, challenging norms and provoking conversations about identity, art, and fashion.”

Defining Moments in Career

Reflecting on a pivotal moment in his career, Adebayo recalls his 2018 collaboration with Guaranty Trust Bank for the GTBank Fashion Weekend. “It was a turning point. I was nervous at first, but once I was on set, it felt like I belonged. The photos were displayed in a façade structure, and seeing people take photos with my work made me feel like I had found my calling.”

Creative Process

Adebayo’s creative process is systematic yet flexible. “I start by choosing a subject matter, then research other works related to it. I think of how to approach it without being derivative. On shoot day, I embrace unpredictability. Sometimes the best moments come from the unexpected, whether it’s wind blowing fabric or a subject spontaneously dancing.”

Future Goals

Looking ahead, Adebayo is eager to expand his creative horizons. “I’d love to teach young creatives, publish more books, collaborate with major fashion houses, and continue my academic research. There’s so much more to learn, and I’m excited about the future.”

In Adebayo Jolaoso’s work, the past and future converge, creating a visual language that captures the essence of Nigerian identity and global creativity. His journey is one of growth, exploration, and a relentless pursuit of artistic and cultural excellence.