Editorial

Where Are The Celebrity Owned Fashion Lines?




In a time when fashion is one of the most lucrative ventures in Nigeria, clothing and shoe lines owned and managed by Nigeria famous celebrities seem to be missing in action.

When listing top fashion lines in Nigeria the names that comes to mind and also flood the Internet are House of Deola by Deola Sagoe, Mai Atafo, LDA by Lanre Dasilva-Ajayi, House Of Bunor by Frank Osodi, Tiffany Amber by Folake Folarin, jewel By Lisa, Zizi Cardow.

None of the fashion houses launched by Nigerian movie or music stars makes the list.
This goes a long way to show that it takes a lot more than being famous to own and manage a fashion line.

Most of the movie stars feel compelled to float fashion outfit because of the countless outpour of admiration on their choice of clothes to different events.

Considering how some celebrity owned fashion lines have been after their unveil, it will not be far from the truth to say that it also takes more than people’s admiration of what you wear to run a fashion line.

They may have also been driven by the thought of having something to fall back on during rainy days but the fact still remains that most of them are rarely spotted wearing their own collection.

In fact, at prestigious red carpet event, most of the celebrities who have their own fashion line love to sing praises for other Nigerian designers than their own.

A fan asked, “If they don’t wear clothes for their line, where are the public supposed to get the confidence to buy from the collection? On red carpet, you hear them call other designers than their own, so how do we come in.”

“I don’t expect them to wear their collection all the time but they should sell themselves some times.”

For example, St. Genevieve clothing line is owned by Nigeria’s famous actress Genevieve Nnaji. It was launched on May 10, 2014.

The line is a collection of ready-to-wear dresses, tops pants. The kind of style the actress loves to be seen in.

The line made a couple of outing the same years it was launched, the buzz was massive; it unveiled a revamped St. Genevieve collection exclusively to online store in October the same year and that was it. The last thing that was posted about the line was that St. Genevieve is selling like mad on Jumia platform and it is dated 2016.

In 2011, Nollywood bad boy, Jim Iyke mesmerised his fashion fans by unveiling his clothing line ‘Untamed closet’. It was to give some of his fans an opportunity to get fashion items they have come to love on the actor. Since 2011, untamed closet remains a mystery to many as some fans have neither heard nor seen the fashion line.

Mercy Aigbe also has a fashion outfit, which many rumour, is more like a regular boutique that sells other fashion designers works.

House Of Empress owned by renowned actress, Empress Njamah has been pulling its weight in Abuja. Branching into other projects like running a foundation for less privileged children is one of the things that kept the fashion house alive.

Other fashion lines owned my music and movie stars are T.S.W and 20th Sept Wear by Rugged Man, Baddo Unlimited by Olamide, Yanga by Kaffy, Beard Gang by 2 Shortz, B R A N C H by Femi Branch and many others.

Counting by the date some of the fashion outfits were established, one would be expecting they catch up with the top fashion designers in the country.

Nollywood actress, Omoni Oboli, recently joined in the league of celebrity fashion line owners when she unveiled Omoni Oboli; let’s hope she is the chosen one to break the record of running a fashion house that would compete with other top designers for the number one spot.



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