Now American teenagers are turning to African designers to create their prom dresses. As a result, they have experienced overwhelming orders, demonstrating the worldwide interest in these one-of-a-kind uniforms. Shakirat Arigbabu’s team in Ibadan, Nigeria, has seen an impressive rise in demand, receiving over 500 orders for prom dresses for the 2024 season—a threefold increase from previous years. This increasing enthusiasm is a reflection of a positive cultural exchange that embraces and lifts up African artisanship and aesthetics.
The phenomenon extends well beyond Nigeria. This year, Efua Mensah, a Ghanaian designer living in Accra shipped a record 404 dresses to the U.S. African-made prom dresses usually run $600-$1,000. Custom luxury pieces can reach beyond $1,500. This major investment speaks to the caliber and exceptional singularity of the dresses. More than that, it points to the increased interest in African fashion among young Americans.
In order to keep up with growing demand, Shakirat Arigbabu’s team starts organizing for the next prom season every July. It can take anywhere from three to seven days to finish each gown — the more intricate the design, the longer it takes! That fastidious devotion to craftsmanship has led to the fabrication of nearly 1,500 gowns this prom season alone.
U.S. orders for these dresses make a big difference by increasing the annual revenue of many African fashion designers. In reality, they can make up as much as 25% of some retailers’ bottom line sales. The new hashtag #AfricanPromDress is sweeping social media. With more than 61 million views on TikTok, it’s helping drive the cachet and cool-factor of these one-of-a-kind builds.
Thousands of American teens and their parents have reported on their prom adventures with ordering dresses from Africa. Brianna LeDoux, who commissioned her gown from Nigeria, expressed her feelings about the experience by stating, “I didn’t just want a dress. I wanted a story I could wear – something that said: ‘This is who I am, and this is where my roots run.’” LeDoux referred to her gown as her “princess dress,” which she said helped her feel like a princess.
When Memphis’ Trinity Foster placed her order for her Nigerian gown, she could hardly contain her excitement. She told them it helped her feel “like Tiana,” referring to everyone’s favorite Disney princess. Grace Famoroti, an 18-year-old from Texas, imported her custom-made dress from Nigeria. Her story is becoming increasingly common as more young women embrace the opportunity to make a uniquely dramatic entrance at prom.
Laniyah Belcarist from St. Louis had her prom dress this year ordered from Nigeria. Her decision is emblematic of an increasing interest among American teens, who are more willing than ever to adopt new, culturally immersive pieces. Nian Fisher, 17, of Miami, said her experience was “one of a kind.” More importantly, she cautioned, beyond the clothes there is a story that is seeking to be told to them.
Shakirat Arigbabu noted the impact of social media on her business, saying, “Instagram brings the sales. TikTok brings the fame.” These platforms are extremely powerful. Perhaps most importantly, they connect African designers directly with American consumers.
Victoria Ani highlighted the pride that comes with wearing a dress sourced from Nigeria, stating, “They say there is this pride when they can say: ‘My dress came from Nigeria.’” American teens identify so strongly with these dresses. They appreciate both their beautiful looks and their deep heritage.
Brianna LeDoux further emphasized this point by stating, “It’s not seasonal anymore – it’s an entire cycle. Prom consumes everything.” The growing popularity of African prom dresses is part of a larger movement where fashion has become more global and multicultural.
Arigbabu’s team is constantly finding new ways to stay ahead of the curve in an expanding industry, and it shows. A recent comment from one of her clients captured this ambition: “One girl said: ‘I don’t want it resolved – I want to go viral.’” That collective desire for visibility and recognition is what motivates designers and customers across the board.