How BBNaija Is Shining The Spotlight On Budding Fashion Designers

Fashion and style are pertinent aspects of every season of Big Brother Naija. Right from the premiere night when housemates are called on the big stage, the audience begins to decide who they’ll be rooting for.

Based on their charisma, style, outfit, and what they promise to bring to the show, fans can already predict what each housemate represents. Although people switch fanbases, being fashionable is essential to thriving in and out of a show like Big Brother Naija.

For the Level Up season, viewers of the show called the Level 2 housemates ‘trenches’ (a term used to describe a poor or tough life) immediately they made it into the house. Their physical outlook, from their wigs to their choice of clothing, make-up, and accessories gave an impression that they had a low financial status, even if that was not the case.

Some people opined that the interior design of the house contributed to the dull looks of the housemates but the same was not said about the Level 1 housemate when they swapped houses.

According to the Lumen Instructor, “clothing convey nonverbal clues about a speaker’s personality, background, and financial status. Your clothing style can demonstrate your culture, mood, level of confidence, interests, age, authority, values, and sexual identity.”

The organisers of BBNaija understand this, and so they provide stunning theme-based outfits for the housemates during important tasks like the Afrofuturism wager and the Saturday night parties. By doing this, they not only elevate the looks of the housemates, they also provide a platform for budding Nigerian fashion designers and artisans to showcase their works.

The global fashion industry has been valued at over $2.5 trillion, of which Africa currently accounts for less than 1%. In this small percentage, Sub-Saharan African fashion is worth about $31 billion, with Nigeria holding about 15%, valued at $4.7 billion. Among this 15% are top Nigerian brands, with talented fashion designers who are looking for ways to expand their business and further promote the Nigerian culture through fashion.

In the first five weeks of BBNaija season 7, the show organisers introduced us to multiple innovative Nigerian fashion brands. Through the show, designers have had the opportunity to publicise their brands by using the housemates as their models, thereby getting the attention and patronage of BBNaija fans.

Speaking at the event, MultiChoice Nigeria CEO, John Ugbe, bore testament to the reality TV show as a phenomenon that transcends the notion of entertainment.

“Big Brother Naija is more than just entertainment as we all know. It’s vital to socio-economic value creation. This year, we employed over 1200 people working directly and indirectly, and I’m talking about fashion designers, carpenters, photographers, and interior decorators. We touched every bit of the economy. And to date, over 10,000 people across the industries have worked on this show.”

“The show also contributes significantly to the Nigerian economy. An example is the production cost of about ₦4.7 billion, which includes licensing, auditing, and marketing. BBNaija is that production that touches lives.” He said.

Mikun Stitch, a crochet fashion brand behind some of the Saturday night outfits for the ladies during their beach-themed party, disclosed during an interview with 234star that she has experienced an increase in sales as a result of her collaboration with BBNaija.

“I’ve gotten a bit of exposure on social media, especially on Twitter, because I think most of the BBNaija fan bases are on the platform. In less than a day, I got over 1000 followers, leading to a lot of sales for the brand. The orders were not only restricted to the outfits of the housemates but to other outfits in my store as well.” she said.

For The Wura Brand, creating timeless and extravagant-looking African print pieces is a passion that led her to style some of the BBNaija ladies. The ready-to-wear brand which made dresses for Doyin, Modella, Chomzy, and Rachel made some of the show-stopping dresses of the night.

Although her business has grown gradually since its launch three years ago, BBNaija has exposed her to a new audience ready to patronise her brand. “We get lots of engagements on our posts, and our followers have also increased,” she told 234star.

With an increase in online shopping as a result of the pandemic and the outrageous shipping fees attached to shopping from international brands, Nigerian fashion brands have been forced to step up their game by creating top-notch fashion items that appeal to both the local and international markets. These brands have done this by collaborating with platforms like Big Brother Naija and promoting their works on third-party platforms that allow them to reach their target market and record more sales.