Artist in conversation: Sauda Imam
“Motivated by a deep desire to give back to the community that has nurtured me, every textile becomes a heartfelt tribute to the strength, resilience and beauty of those who have shaped my identity.”
Meet Sauda Imam, an incredible talent in the world of textile design. With a passion for preserving cultural heritage through the art of weaving, Sauda has carved out a remarkable journey in the industry.
Sauda's academic prowess shines through her first-class degree in Textile Design from Central Saint Martins and a Master's degree from the prestigious Royal College of Art. Her dedication and creativity are evident in the luxury fabrics she meticulously crafts for the fashion and interior design sectors, blending tradition and innovation seamlessly.
As an emerging force in the field, Sauda Imam's work is a testament to her deep commitment to preserving her Nigerian heritage. Her unique perspective bridges tradition and modernity, making her a dynamic presence in the contemporary textile design landscape. We can't wait to see how her vision continues to inspire and captivate the artistic community at Holy Art Gallery!
What initially inspired you to become an artist, and how did you develop your unique style?
My artistic journey started in Nigeria, inspired by the vivid colours and stories around me. Supported by my parents, who believed in my dream, I relocated to the UK as a curious teen. Central Saint Martins became a creative home, where I earned a First Class in Textile Design. Becoming an artist was a response to the beauty I saw. Central Saint Martins refined my style, thanks to a tutor's tough love. They challenged me, giving me the space to spread my wings. This love, though tough, shaped the way I express the world through my art—a journey from Nigeria to the UK, each brushstroke echoing my story.
In terms of subject matter, what themes or motifs do you frequently explore in your work, and what draws you to these topics?
In my creative journey, I draw profound inspiration from themes that honour cultural identity and heritage. Family serves as a cornerstone in shaping these narratives, grounding my artistic expression in personal and collective experiences. The motifs woven into my designs derive from the rich tapestry of Nigerian traditions, symbols and stories, serving as vibrant reflections of my cultural roots. The wonderful women in my life, often unsung heroes, stand as pillars of inspiration. Their tales and cultural legacy are woven like threads into the fabric of my designs. Motivated by a deep desire to give back to the community that has nurtured me, every textile becomes a heartfelt tribute to the strength, resilience and beauty of those who have shaped my identity.
Can you share how your Nigerian heritage and the themes of migration and cultural hybridity influence your design process, particularly in creating luxury fabrics for the fashion and interior design industries?
My Nigerian heritage is the heartbeat of my design process, influencing every thread and pattern. Inspired by the vibrant colours and symbolic motifs of traditional Nigerian textiles, I weave narratives that bridge my homeland with the contemporary world. Migration, reflecting my personal journey from Nigeria to the UK, adds depth to my designs. This duality allows me to harmonise ancient Nigerian craftsmanship with modern aesthetics, creating fabrics that embody cultural continuity amid change. Cultural hybridity is a guiding principle, fusing Nigerian and Western design influences. In the fashion industry, my luxury fabrics celebrate traditional aesthetics with a contemporary twist, telling stories of migration and coexistence. In interior design, each piece becomes a cultural touchpoint, bringing warmth to spaces with layers of history and identity. Ultimately, my design process is a dialogue between tradition and innovation, crafting luxury fabrics that transcend aesthetics to convey profound narratives in every thread.
Can you discuss a specific piece or project that challenged you as an artist, and how you overcome those challenges?
'Saudade: The Love That Remains' is a deeply personal and transformative project that stretched the boundaries of my creativity. Drawing inspiration from my grandmother's migration journey, with all its trials and triumphs, it evolved into a profound exploration of love and heritage. The project presented challenges as I delved into traditional Nigerian indigo dyeing techniques, including Adiré. The fabric experimentation led to numerous unexpected moments and trials. I aimed to intertwine these ancient dyeing techniques with my weaving, adding an extra layer of complexity. Despite the initial mishaps, the end result was beautiful. The key to overcoming challenges lay in embracing the unexpected. Each accident became an opportunity for innovation and I learned to collaborate with the unpredictable nature of the ancient Adiré dyeing process. In the end, ‘Saudade’ transformed into a journey of self-discovery, forging a deeper connection with my heritage and my grandmother's story. The challenges I faced became integral to the beauty woven into each fabric.
How do you stay connected with other artists and keep up with new developments and trends in the art world?
Active engagement with the art community is a priority for me. Attending events, from gallery openings to art fairs and workshops, holds great value, offering exposure to diverse artistic expressions and invaluable networking opportunities. Participation in initiatives like ‘Mentoring Matters’ has proven especially enriching. This mentorship scheme keeps me connected with fellow artists, mentors, and the broader creative community. Beyond guidance and support, the scheme shares information about various fashion and creative events, ensuring we all stay well-informed and engaged. Proactivity is a guiding principle in my approach. Whether in person or through online platforms, I actively seek connections with like-minded individuals. This ensures not only staying informed about new developments and trends but also actively contributing to and drawing inspiration from London’s colourful creative community.
How do you incorporate feedback from critics and audiences into your artistic practice, and how do you balance this feedback with your own artistic intuition.
I actively welcome feedback from both critics and audiences as a way to improve and evolve in my art. When I receive critiques, I look for common themes to understand where I can make enhancements. It's important for me to consider whether the suggested changes align with what I want to express artistically. I engage in conversations with critics and audiences to gain deeper insights and clarify any concerns. Rather than rushing to make changes, I take time to reflect and carefully choose what to incorporate. The aim is to keep learning and growing, using feedback as a tool for refinement without losing the essence of my art. I value the input of trusted sources like mentors, family and friends, ensuring that external perspectives contribute to my artistic development while staying true to my unique style. Striking a balance between feedback and my own creative instincts is a continual process of learning.
How do you stay motivated and inspired despite any setbacks or creative blocks you may encounter?
Navigating through setbacks and creative blocks comes with being an artist. To stay motivated and inspired, I regularly explore galleries and places that ignite my imagination. My sketchbook is a constant companion, capturing ideas and inspirations along the way. Seeking advice from others and breaking down tasks into smaller steps help me tackle challenges more easily. Creativity has its ups and downs. Being patient and kind to myself in those moments keeps me going.
How do you feel about exhibiting your artworks with The Holy Art Gallery?
I feel incredibly positive about exhibiting my textiles with The Holy Art Gallery. The experience has been wonderful. The exposure gained has been invaluable for the reach and impact of my work. The collaboration has not only provided a platform for my designs but also contributed to my growth as an artist by connecting me with a broader audience. I look forward to more opportunities for collaboration and continued exposure through The Holy Art Gallery.
Looking ahead, what are your long-term goals and aspirations as an artist, and how do you plan to achieve them?
My long-term goal is to craft a timeless legacy—a brand that harmoniously blends heritage with innovation, acting as a bridge between the past and present in both the fashion and interior design sectors. To achieve this, my next steps involve developing a comprehensive business plan, honing my fabric-making skills, cultivating a distinct brand identity and expanding my network within the creative industry. My practice will offer luxurious fabrics while honouring the women weavers of Northern Nigeria. It's not just about threads; it's about weaving stories of our ancestors into the fabric of our future, renewing tradition for the generations to come. As my work continues to evolve, I hope it serves as an inspiration to others.
