In 2025, U.S. high school students increasingly turned to African designers for their prom dresses, reflecting a unique merger of cultures. Many teenagers are seeking custom-made gowns that incorporate traditional designs and modern aesthetics from Nigeria and Ghana. These outfits often feature bold colors and intricate embellishments, offering buyers a chance to express their identity at this significant social event.
Brianna LeDoux, an 18-year-old from Florida, commissioned a black dress made from sequined lace, saying she wanted a garment that showcased her heritage. After posting about it on TikTok, her video went viral, indicating a growing demand for such custom outfits. The average price for these dresses ranges from $600 to $1,000, significantly lower than comparable custom designs produced in the U.S., where similar items can start at $3,500.
Fashion designers in Nigeria and Ghana reported fulfilling thousands of prom dress orders during the 2025 season. Shakirat Arigbabu, based in Ibadan, Nigeria, received around 1,500 orders, primarily from American clients. This business has expanded so much that Arigbabu’s team is preparing for next year’s orders already, indicating the impact of this niche market.
The process of ordering involves careful communication between clients and designers, often carried out via social media platforms such as WhatsApp and Instagram. Some clients describe their experiences as enriching, recounting how designers meticulously ensured measurements were accurate. However, challenges like delivery delays and customs issues can sometimes arise, leading to mixed client experiences.
Despite potential obstacles, including a new U.S. tariff on goods imported from Nigeria, many designers view this expanded market as a sustainable part of their business. By adapting to the demands and preferences of their clients, they are tapping into a lucrative market while contributing to the global fashion landscape.
Source: https://www.bbc.com/news/articles/cvg3dj5n7nmo?at_medium=RSS&at_campaign=rss