Why international models shun Nigerian fashion shows — ShugaBraun’s Bethel Brown

By Henry Obetta

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

Co-founder of the fashion house, Bethel Brown, who made the observation in an interview with Vanguard, said Nigeria needed to develop fashion platforms strong enough to attract global creatives instead of Nigerian designers constantly travelling abroad to showcase their works.

Brown said although it was encouraging to see Nigerian designers participate in major international fashion events, the industry should also focus on building world-class platforms at home.

“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 Paris Fashion Week remains a major attraction for Nigerian creatives, the reverse has not been the case for international models seeking opportunities in Nigeria.

“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 was slowing the growth of the industry.

He said established brands should create opportunities for emerging designers to gain exposure, suggesting that major fashion events could dedicate specific days to showcasing startup 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 evolution, Brown said the brand’s creative identity had developed around a fusion of urban and contemporary styles with indigenous Nigerian and African influences.

He admitted that the brand’s initial focus was largely on gaining visibility, but said its creative direction became clearer with time.

Brown said ShugaBraun also faced challenges with audience reach, customer patronage and the difficult economic environment during its early years.

He, however, noted that the founders had an advantage because they were already involved in styling and other creative projects before launching the fashion brand.

“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.

He noted that declining purchasing power had also made it difficult for fashion brands to sell, as many Nigerians were prioritising basic needs over new clothes.

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

He also called for investment in the initiative, saying the brand intended to grow beyond fashion design into 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 begin their journeys rather than wait until they had all the resources they considered necessary.

He recalled that after ShugaBraun was turned down by some fashion show platforms during its first year, the founders decided 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.