Unveiling Vobé: A Conversation with Mimi on Purposeful Design and Divine Inspiration
Luxury meets liberation, and creativity knows no bounds when it comes to the lux fashion brand, Vobé, and the designer behind the brand, Mimi O Addo. From the evolution of her brand name, Voler et Béni, to the birth of Vobé, Mimi opens up about the significance behind the name change, and the driving force behind her pursuit of high fashion, authenticity, and empowerment. In this exclusive interview, we delve deep into the mind of Mimi, as she shares the inspiration, challenges, and triumphs that have shaped her journey as a fashion designer. We explore her latest venture into lingerie design, a departure from her signature style yet deeply rooted in her personal journey of self-discovery and confidence.
Why the name change and what is the meaning behind it?
I changed my brand name from Voler et Béni to Vobé because – for one, when I was active with my brand and my designs would go viral, the more viral you go the more things are sent to you. Some of my consumers would send me pages of other brands like, ‘Hey is this your brand? Why do they have volér something or beni something?’ I started getting irritated because in reality my goal is to be high fashion. You don’t hear of any other Chanels, or Margielas. I just want to be 1 of 1, so I needed to figure out a new name that’s not too far-fetched from my current name. It needs to be adjacent to my name and make sense so I decided to make an abbreviation of Voler et Béni to Vobé. It is shorter but it still sounds luxurious. Although it’s not a French term it is still an abbreviation of a French term. Voler et Béni means ‘fly and blessed.’
For the people that keep up with you and your brand this is a different direction for you. Explain why you decided to branch out into lingerie?
I knew with me attacking lingerie I wanted to do one particular design not a whole collection. This one particular design is very special to me because I’m very private so people don’t know me personally. They know me off instagram, but not like…’what’s Mimi’s personality? What is she really about?’ Sometimes I feel like people treat me like a robot, like I’m ‘perfect’ or on this high pedestal when in reality I have emotions. I go through insecurities. What inspired me to design this lingerie set was losing confidence after 2022. After my last design went viral, I just became overwhelmed. I was never deterred from the spotlight, but I couldn’t handle it anymore. I didn’t feel enough after my contract ended with my previous agency, I became a freelance model. I started overthinking like ‘am I not skinny enough or pretty enough?’ I just ended up going through a whole phase which is a human mechanism phase that we all go through. I say that to say I’ve been soul searching. I made a promise to God that at the end of the day you cannot grieve the old you. The only thing you can control is how hard you work. I worked very hard on this. It’s very simplistic but lucid and sexy. This design was created for body positivity, and to be a beacon of light for all women on a journey of finding their confidence again.
“I made a promise to God that at the end of the day you cannot grieve the old you. The only thing you can control is how hard you work.”
“I was no longer creating for myself. It was no longer organic. I cherish purpose over payment. I’m not going to drop things that I don’t feel aligned with.”
I love that so much and appreciate you touching on some of the things that come with sharing parts of yourself online so I want to get deeper into that. As creatives sharing ourselves or our art is already kind of a courageous thing to do, and with that it has its pros and cons. Can you share some of the pitfalls or obstacles you’ve experienced in regard to being creative on social media, and how did you overcome it?
Yes, that’s a great question. I feel like what I endured as far as challenges is that I became obsessed with becoming a perfectionist. I was held on this high pedestal so I felt like everything I dropped, I pray it gets this much love like it did before. I just kept comparing, and I realized I was designing things for my consumer and not for me. At the end of the day when people love how you dress or think you're swaggy or dope, whatever you curate they are going to love it automatically. I had to get my priorities straight because I was no longer creating for myself. It was no longer organic and one thing about me, I cherish purpose over payment. I’m not going to drop things that I don’t feel aligned with. That’s why I decided to get my master’s because I wanted to become an expert in designing and fashion, and learning more about materials.
So you know we are both Jersey girls and we kind of have that city girl aspect when it comes to ourselves and it’ll also relate to what we put out. How does New Jersey play a role in your creative process when it comes to this drop, if it did at all?
Being a Jersey girl [laughs] especially in middle school..I went to Chancellor Avenue so I was a Southward girl so everyday at a young age – to have that mindset that we always have to be fly, we would walk across the room to sharpen our pencil just so people can see the fit [laughs]. I’ve just always had that mindset. Like I love fashion, and I love allowing my clothes to speak for themselves. Fashion has always been a defense mechanism for me. Again I’m very private and quiet so I feel like my outfits were always loud enough for people to interact with me or figure out who I am. Jersey definitely plays a part in it. Coming from Jersey we were born into fashion. That’s so crazy like that's so true! It’s like fashion and what we put on is literally like our armor for the day without even having to speak. Exactly! And also my household, and me being Ghanaian, within African culture we also love fashion so like my household always dressed up. My mom’s fashion runway was church. She always had an excuse to put on everything. It showed me that no matter where I’m going whether it be church or the grocery store I have to get dressed up.
Yeah, for sure. I resonate so deeply with everything you’re saying. Okay so let's get into my favorite part, this design! I really love the design, and when I look at it I automatically think confidence – I think of a very confident, regal, bad-ass woman. Like with the red and the feathers it seems like a design for a certain type of woman. How do you envision the lingerie set being styled on your consumer?
Aw thank you. And that’s a great question, so I really feel like it’s based on my consumer’s personality. My target audience has all types of age groups so I think it depends on their age and personality. With the set being four pieces it gives consumers more of a selection. They can wear it all together like I did in the photos or style it separately. They can wear the lace bodysuit without the two piece set under it and just by itself. You know I’m all about freeing the nipple so they can do whatever and have fun with it! The design is very versatile. I just want them to feel confident. It’s a great number for Valentine’s Day or to wear for their partner. Like I mentioned before, the design is all about body liberation, so it’s perfect for oneself. If you just want to wear it to feel good and take pictures in it or get content it works. I also have small boobs so I wanted to create a design that lifted the boobs in a way that feels comfortable. It has a wire and with the design being mesh I wanted to make sure it still had stretch to it, and fit well.
What can we expect from Vobé in the future? Should we expect more lingerie…or you can’t really tell us? What can you tell us?
[Laughs] Okay y’all, Jay really knows me personally. She knows I’m so private, but I’m going to give y’all the tea because I love her. What I can say is, I will be more consistent. I never say much because again, you know God’s plan is always different than yours. Something can change overnight so I don’t like to jinx things. Sometimes it’s not even about privacy but jinxing things. That’s very real. This lingerie set is the only lingerie piece in the collection. Everything else…I can’t describe it without giving it away, but it is for unisex consumers so I pray the women and men love it.
“I got too consumed with what others were thinking and how everyone received my designs. I’m so blessed that my designs have changed my life and my assets, but at the same time you have to create for yourself. People are going to support you regardless because you’re you. Anyone coming into this field please take your time. Actually do your research. You have to really be passionate about it. Do not expect everything to go viral. When things don’t sell out just keep posting. Consistency is key.”
Yay, that’s so exciting! I have one last question for you. What advice would you give an aspiring business owner who is looking to get in the field that you’re in? So being a fashion designer or in the fashion space in general. Do you have any words of encouragement?
Yes, for sure! I am a very religious person so it would be to put God first. Always do purpose over payment. The money will come organically as long as you put yourself first. Again, I lost myself because I got too consumed with what others were thinking and how everyone received my designs…which I’m so blessed that my designs have changed my life and my assets, but at the same time you have to create for yourself. People are going to support you regardless because you’re you. Anyone coming into this field please take your time. Actually do your research. Some people create a business just for the money which is why it never lasts long. You have to really be passionate about it. The only thing you can control is how hard you work so please be passionate. Do not expect everything to go viral. When things don’t sell out just keep posting. Consistency is key. Everything I am sharing, I’m also preparing for myself because I had lacked that before. I had to really relearn myself, and realize that I have a purpose to serve. I don’t care about the money, I just want to put out my art. God forbid if I were to lose my memory I wouldn’t remember the money, but having eyes to see the memories and progress I’ve made when it comes to my business is way more fulfilling.
Wow, that is really great advice. I love that! Is there anything else you’d like to add or leave with the people?
In Proverbs 27:2 it says, ‘Let another praise you, and not your own mouth; a stranger, and not your own lips.’ I really want to allow my work to speak for itself. I want to humble myself because I’m here to share my God given talents, and all I can do is be prayerful that everyone is receptive to my designs and they love it without me having to say it.
