Why Nigerian Designers Should Stop Looking Abroad For Fashion Platforms, ShugaBraun

Kehinde Adeleye

Nigerian fashion brand ShugaBraun has identified payment, security and infrastructure challenges as some of the major factors discouraging international models and designers from participating in fashion shows in Nigeria.

Co-founder of the fashion house, Bethel Brown, made the observation in an interview with Vanguard, stressing the need for Nigeria to develop world class fashion platforms capable of attracting global creatives.

Brown said while it was encouraging to see Nigerian designers showcase their works at major international fashion events, the industry should also focus on building platforms strong enough to make Nigeria a destination for global fashion talent.

“There are many Nigerian brands that have showcased in Paris. That is impressive, but I also keep asking: why must we always go abroad to showcase? Why can we not build platforms here that are so strong that international designers and models want to come to Nigeria to participate?” he asked.

According to him, while Nigerian creatives continue to seek opportunities at events such as Paris Fashion Week, the country has yet to attract a comparable number of international models and designers to its own fashion shows.

“But how many international models want to come to Nigeria and work on Nigerian fashion shows? We still have challenges around payment, security, and infrastructure, and those issues make international participation more difficult,” he said.

Brown also called for greater collaboration among Nigerian fashion designers, arguing that excessive competition could slow the growth of the industry.

He suggested that established fashion platforms should deliberately create opportunities for emerging designers by dedicating specific days to showcasing new brands.

“If a fashion show lasts four days, at least one of those days could be dedicated to emerging brands so they can showcase what they can do,” he said.

Reflecting on ShugaBraun’s growth, Brown said the brand had developed a creative identity built around a combination of urban and contemporary styles with indigenous Nigerian and African influences.

He said the brand initially focused heavily on gaining visibility but gradually developed a clearer creative direction as it grew.

Brown also identified audience reach, customer patronage and the difficult economic climate as some of the challenges the brand faced during its early years.

He, however, said the founders had an advantage because they were already involved in styling and other creative projects before launching ShugaBraun.

“One thing that gave us an edge was that before launching ShugaBraun, we were already styling people and doing creative work. So we had built a small community and some level of recognition,” he said.

The co-founder noted that declining purchasing power had also affected the fashion industry, as many Nigerians were increasingly prioritising food, housing and other basic needs over the purchase of new clothes.

Brown disclosed that ShugaBraun plans to expand its fashion show into a 2 or 3 day event, drawing inspiration from established platforms such as Lagos Fashion Week and GTCO Fashion Weekend.

He also called for investment in the initiative, saying the brand’s long term vision goes beyond fashion design to include nightlife, commercials, styling, editorials and fashion consultancy.

“In the long run, ShugaBraun is not meant to remain only a fashion brand. We see it becoming a platform and a community,” he said.

Brown advised emerging designers to start building their careers rather than wait until they have all the resources they believe they need.

He recalled that ShugaBraun was rejected by some fashion show platforms during its first year, prompting the founders to create their own platform.

“Imagine if we had not started three years ago. After one year, we tried to showcase at other fashion shows and were not accepted, so we eventually created our own fashion show that is now becoming big,” he said.

ShugaBraun was founded by Shugaba Yusuf and Bethel Brown and launched on August 27, 2023. The brand unveiled its latest collection, Bloodline, in May 2026.