Marketing creative consultant, cultural curator & amateur documentary maker

Hey Arieta! How are you doing, and what are you up to today?
I am good, just here counting down to Christmas (editors note: interview was made back in December)

Tell us a little bit about yourself and your background – where are you based, what do you do for a living etc?
I’m a marketing creative consultant based in London and Malmö. I’ve worked in fashion at various capacities for the last 15 years across the UK & Africa. My work is focused on Brand Marketing, PR & Communications for global retailers and e-commerce startups in the UK as well as introducing the rest of the world to fashion and creativity from Africa. I’ve also recently produced my own documentary (scroll down to watch) called “Fashioning West Africa” which we recorded in Ghana, Nigeria and Ivory Coast. For the documentary I interviewed creatives and designers on issues like manufacturing, fashion waste, creative expression and future opportunities.

You said you are currently living between London and Malmö – what are your favorite things about the two cities?
In London it’s:
1. Opportunities. There are far more opportunities for people of color in London. I’m also able to see far more representation in senior roles across professions, business and industry in the UK - not just in sports or in the entertainment industry. 
2. The culture. Truly integrated – I can be my FULL BLACK SELF not an edited version in London… It is a cultural melting pot; UBER diverse and we all learn from each other. In the UK other cultures are celebrated - it is our differences that make us unique.

In Malmö the best thing is the sense of calm – Malmö is a very peaceful city. 

If you wouldn’t live in Sweden or the UK, where would you live and why?
GHANA; it is in Africa = HOME. The motherland is in me, I can't be in either Sweden or London for a full year without going back home. 

You have a great sense of style – Where do you find inspiration when getting dressed in the morning? 
After I say my prayers and give thanks to the most high I see where the day takes me. I mostly dress for how I am feeling and it can be mood dependent, but when I do dress up for an event, a party, to speak on a panel or to meet people I don’t know,  I aim to SLAY!!! You don't get another shot at an introduction – you only get to meet once :)

Do you have any style icons?
Grace Jones, Mary J Blige, Lisa Bonet , Tilda Swinton, Neneh Cherry, Rihanna, Annie Lennox , MY MUM, MY AUNTY FELI – icons forever in my book 

What inspires you for your work/life in general?
Hunger! Hunger inspires me. I haven't starved in my life but I have seen HUNGER growing up in Africa - if this doesn't put fire in your belly, I do not know what else will.  I am thankful everyday for spending my development years in Nigeria as living in Africa gives you a totally different perspective on life than others who have not. When you can not rely on any government or no “investor” to step into your situation, you hustle differently. 

What is your favorite Henry Rude piece from the latest collection, and why?
My Leopard print Strap bag! it has been around the world and ay aye ayeee with me! It’s big enough to carry all your important bits and bobs, but also small enough to be folded into another bag. It is also very versatile – I just love it! Think i need an update 

What song are you currently playing on repeat: 
H.E.R. - Damage

See more of Arieta and her documentary:

Instagram – @arietawho
Linkedin - Arieta Mujay