The most eagerly anticipated event on the Nigerian fashion calendar has come and gone. The 12th edition of the Africa Magic Viewers' Choice Awards was one for the books. Everyone who was nominated for awards and even those who weren’t, brought their style A-game.
Nigerians have a reputation for their bold, flamboyant style and larger than life outfits. They also have never met an embellishment they didn’t like, and so different designs and colours of beads, shoulder appliqués that looked like they were designed to scrape the heavens, feathers, sequins and lavish drapings were seen at every corner.
It was a visual feast that slowly became sickening.
A few people have argued that the awards have been derailed and the focus should be removed from fashion and put squarely on film and television, but I firmly disagree. I believe fashion and film go hand in hand; One cannot exist without the other. All over the world, award shows are known for high fashion, and the AMVCAs should not be an exception. Additionally, the extravagant fashion draws attention to the event and ensures its viewership remains high.
What I do agree with is that Nigerian designers have to be alerted to the truth; that while their designs may have the wow factor when photographed in the studio and other controlled environments, most come across as tacky and overworked in real life and on the red carpet.
A few designers like Deji & Kola, Veekee James, and Tubo have been able to straddle that fine line between opulence and gaudiness. When you consider their designs, you can see the intentionality of the tailoring, the intricate beading, and the quality of materials used.The fact that it holds up to scrutiny from every angle speaks to their mastery.
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While not every designer has the creativity, access to high-end materials, or talented staff that will enable them to produce exceptional work, it is imperative that we audit our taste. Designers cannot keep churning our garish costumes year in year out because uninformed fashion enthusiasts on the internet and content creators applaud it. In fashion, less is often more and more should only be attempted by those who have the skills and budget to pull it off.
There is also the pressing need to learn how to collaborate with and acknowledge designers who influence or inspire your design, as opposed to stealing sketches and ideas off the internet. Just look at the mess with Nana Akua Addo’s Cathedral dress, or Toni Tones vs British designer Hayden Williams.
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The world is now a global village. You will be caught and embarrassed. Intellectual property is protected by law, and the hassle that may arise from being called out or even sued for plagiarism is not worth it.
The Nigerian creative industry has grown in leaps and bounds to become arguably the biggest in Africa. The world is watching. We need to raise our standards and output to match the hype so we can fully benefit from the opportunities this exposure brings.
