suit + trousers. Dries Van Noten
shirt. TOD’S
shoes + tie. Moschino
opposite
full look. Moschino
boots. MARSÈLL
For AJ Odudu, everyone deserves to be a dreamer. As a TV presenter who has faced more than her fair share of rejection at the start of her career, it’s this positive mentality, along with sheer hard graft and a supportive network, that has transformed Odudu’s dream into reality. It’s why the opportunity to host M&S Dress the Nation – which sees 10 amateur designers, irrespective of background or qualifications, compete to win a highly-coveted M&S design role – resonated with Odudu’s own journey of breaking into the creative industry. From stacking shelves at her local M&S to hosting the fashion brand’s eponymous show and attending London Fashion Week, Odudu has forged a strong sense of self. And with this new-found confidence, she’s on a mission to open doors for as many creatives as she possibly can.
Growing up in Blackburn, where Saturday night TV was precious family time, Odudu knew she wanted to re-create that sense of escapism she had felt for other families. She muses, “I want someone to feel like they’re part of the conversation… And that’s what’s so appealing to me [about presenting] – injecting the sense of joy that I felt, and still feel when watching TV.”
But breaking through into an industry that often relied on London-based contacts and privilege, required resilience and grit. It’s why Dress the Nation is such a passion project for Odudu. “What appeals to me about the show is that it’s a genuine, life changing prize that you don’t need any qualifications or certain contacts for. I think fashion is notoriously a very hard industry to break into. I know first-hand how difficult it is to break into an industry, and I know first-hand how overlooked certain demographics can be… And so I thought, wow, what an amazing opportunity to be part of a show that actually seeks to offer a little bit of social mobility and a real opportunity in an industry that’s so hard to break into.”
blazer. Acne Studios
shirt + boxers. Sébline
tie. Stylist’s Own
opposite
full look. Sportmax
blazer + shirt. Saint Laurent
tie. Thom Browne
gloves. Paula Rowan
opposite
blazer + shirt. Saint Laurent
tie. Thom Browne
gloves. Paula Rowan
And while Dress the Nation felt like a full circle moment for Odudu, she knew what was at stake for the competitors. Rather than shying away from that emotion, she embraced it. “My job is to guide them through the process and be that shoulder to cry on and a hand to hold when they need it, but also bring a little bit of humour when they need it too.”
Contemplating her own career journey, Odudu acknowledges, “There’s a lot of synergy [between the fashion and the TV industry]. I definitely know what they’re going through… I know what it’s like to do things under pressure, in front of a camera crew, in front of people that you really want to impress. So, I leant into the emotions.”
Embracing those emotions and not letting herself be counted out have kept Odudu going when setbacks have come her way. Returning to ITV’s Big Brother re-boot, having previously been let go after one season on the Channel 5 spin-off show, Big Brother’s Bit on the Side, was a particularly proud moment for Odudu. She muses, “I just thought, it’s a new era, it’s a new day, it’s a new dawn. I feel very confident in myself. That’s taken a lot of hard work, a lot of graft and a lot of willing on from my friends and family. I wasn’t doing it [Big Brother] to prove anybody wrong – I was doing it to prove myself right.”
Rather than taking rejection to heart, she’s used it to propel her career forward. “I’ve always known that I was capable of reaching these heights… No amount of rejection was going to get in the way of my dreams. Whenever I get knocked back or rejected, I always remind myself of why I started and what my main goal is. That always helps me to power through.”
blazer. Acne Studios
shirt + boxers. Sébline
shoes. Guiseppe Zanotti
tie. Stylist’s Own
socks. Calzedonia
opposite
blazer. Acne Studios
tank top + briefs. Moschino
suit + trousers. Dries Van Noten
shirt. TOD’S
shoes + tie. Moschino
opposite
full look. Sportmax
Pushing for greater social representation of marginalised communities is a key theme that runs throughout Odudu’s work. It’s why she thinks Big Brother still resonates with audiences today. She considers, “It’s one of the most diverse TV programmes out there – it doesn’t matter what socio-economic background you’re from, what political views you have, what religion you practice, what gender you are, or what race you are… Everyone wants to see themselves on television but that’s not always reflected on our screens. I think that’s why Big Brother really cuts through – some of the most powerful conversations and the most interesting combinations of people have come from that show.”
This chance of giving a voice to a more diverse community has also led to ambassador roles for The Trussell Trust and the Royal Television Society. Reflecting on the work of The Trussell Trust, Odudu implores, “Everyone should have access to a basic standard of living, which is why I think the work that The Trussell Trust does is just so important. They really treat people with a lot of empathy – people are not judged at all. They’ve got a place to feel safe, heard and seen.” Through her work with the Royal Television Society, Odudu hopes to make breaking into the TV industry that little bit easier for the next generation. “People who aspire to dream should not have to ignore their dreams or ambitions because of a lack of funds or industry contacts.”
From stacking shelves to rubbing shoulders with Anna Wintour, Odudu is proof that dreamers can determine their own reality.
full look. Sportmax
Dress the Nation is airing now.
photography. Simon Lipman
fashion. Hannah Beck
talent. AJ Odudu
hair. Lesley-Ann Snobb
make up. Wendy Turner using Fenty Beauty
production. Clara La Rosa
special thanks. Grifco PR + Satellite414
location. Montcalm East, Wenlock Arms + Shepherdess Cafe
interview. Katie Shuff
