When did Ready-To-Wear Fashion in Nigeria become a Luxury Scam?

I remember vividly when RTW was the fad on Twitter. The clothes were usually cute, everyday wear with a lower price point that catered to women. In fact, then, most of the clothes ranged from 15k naira to 25k naira. They were usually well-designed, beautiful pieces that could stand the test of time. And with how people on Twitter tend to support small businesses, many of those dresses often went on to become popular and got called the “Twitter dress.”

There was a particular off-the-shoulder, beautiful, knee-length gown that was a must-have for many fashion Twitter babes then. It wasn’t even up to 30k naira, but it was well-loved and well-worn by many of the ladies on Twitter. That was what I knew the RTW scene to be until it got hijacked!

The influx of more people into the industry led to an increase in pricing. Usually, when those outfits are named after a person, it is to show how indigenous they are, and the price would reflect that. Tell me why an Adekemi boubou is 500k naira? You are telling me the duchess silk that looks like what I can easily get for 500k naira? No intricate design, no special beading, but 500k naira because you sew boubou? So, because I want to present and give Rich Aunty vibes, I should empty my Piggy Flex naira account for you? Ehn?!

It irks me that what is even being offered for that outrageous amount of money is badly sewn, poorly tailored remixes and remakes of several other outfits that other brands have done. It is also crazier that the majority of these so-called designers swagger-jack outfits from Pinterest and come around to sell them for outrageous amounts of money. Haba!

I recently saw a gorgeous dress on a public figure that I love so much. She was kind enough to tag the designer, and when I went to check the dress cost, I almost dropped my phone. Almost 1k pounds for the gown?! This was not the fad years ago. There were fewer highly-priced RTW brands back then and more moderately priced RTW. Now everyone is trying to sell their clothes at an outrageous cost. Whatever happened to being good citizens of Nigeria?

And trust one pretentious gremlin to retort, “But you are not the target market.” So why is it a Nigerian RTW brand targeting Nigerians in their description? Haute couture, I understand, but RTW with a highfalutin slogan of “sustainably made in Nigeria with locally sourced fabrics” shouldn’t make me almost die from shock. And don’t tell me the white / foreign people they are purportedly marketing it to would appreciate a badly sewn outfit with terribly attached buttons.

I remember last year, I ordered a skirt set from one such RTW brand—one of the most popular ones—who was still kind enough to sell her outfits below 100k naira because, trust me, most of the fashion houses are now running amok with 100k and above price points. Anyway, I ordered the skirt set, and while paying, even though my chest hurt at the amount I was paying—which was the highest I have ever paid for a piece of clothing in my entire life—I still went ahead due to how unique the design was.

First, the brand was horrible with communication, refusing to respond to my emails when I checked in regarding my order—the same thing that occurred when I ordered from them the first time. In fact, the dispatch rider sent was yelling at me and took my dress home that evening. I got my clothes a day later. Secondly, when the clothes arrived, they were a far cry from the purported quality I saw on their website. The material was not only cheap but also looked hurriedly sewn—the same issues I had with the first two dresses I got. I know, I am the one to blame for returning to patronize them after getting disappointed the first time.

I was filled with a deep sense of buyer’s remorse and calculated the number of ice creams I could have gotten with that money, along with the pairs of good-quality jeans and shirts I could have bought in Yaba. I WAS PAINED. My eyes were red. Even my friend couldn’t find anything positive to say to bring me out of the deep sense of regret that washed over me. I could feel the judging eyes of my great-grandmother, wondering whether I had lost my senses for spending that much on such a cheap outfit. Iya Ciga would never spend close to 100k on a cheap-looking two-piece that fitted horribly with visible thread lines. I told myself there and then—never again!

A similar experience happened with a business brand that specializes in linen fabrics. Not only did she respond rudely when I asked when the 7-day timeline would start counting, but she also had the guts, the effrontery, and the audacity to text me on the stated day of delivery that the color I wanted—burnt orange—was out of stock and was sending me other options that same day. I had no choice but to select another color because I would rather chew raw beans than let my money be held with a RTW vendor who clearly wrote ‘NO REFUNDS” on her Instagram bio. So, I swallowed my anger and selected another color. This devil of a woman masquerading as a RTW owner took another three days before eventually sending out my gown. Of course—never again! In fact, one time when I mistakenly messaged her brand because of a nice dress I saw, I ghosted immediately when I realized she was the one.

Now, don’t get me wrong—I am a huge supporter of “Buy Naira to grow Naira,” but in recent times, Nigerian brands based in Nigeria now charge in dollars for their pieces. At least there were times you would see different currencies so you could choose—this was done in consideration of international customers. But tell me why you, a Nigerian fashion brand, are charging me in pounds and dollars only?? Is that not insanity?

Shey nitori Isioma Dress lo shey fe empty bank account mi?

I also understand how much harder it is when clothing is not mass-produced and how they tend to have limited resources compared to fast fashion, but there is absolutely no reason why you should be charging me 250k naira for a chiffon skirt and blouse! It is so unfair and reeks crazily of the pretentious nature of businesses in Nigeria masquerading as LUXURY while providing an experience and service that is below par! It is insincerity and insecurity at its finest. It is like watching a recently minted Lekki yahoo boy garbed in fake name brands from head to toe, trying to pronounce the labels and failing miserably at it.

Dear budding fashion brand, the badly sewn aso-oke trousers on your website that you are charging 500k for are absolutely ridiculous. Luxury brands are self-reliant enough to be content selling two to three of their overpriced items once in a while—they have other means of augmenting their revenue. But you, Shalewa, who could only afford two tailors in Yaba and are just starting out, should be more considerate and cut your coat according to your size (all pun intended) and focus more on volume. You would absolutely flourish if you sell them for 50k or less if possible. Not everyone must become a luxury big-name brand kinikan. Lesser luxurious brands exist for a reason and cater to a large market as well.

Now, don’t get me wrong again—there are highly-priced brands I would spare no expense on if I could afford them, and this is due to the uniqueness of their designs, the intentionality placed in the workmanship, the way their fabrics are selected, and how timeless these pieces are. But for now, I will keep ranting about the armed robbers with scissors who are making fashion unnecessarily arduous.

Anyways, rant over. I would like to recommend and plug all my fashion girlies into this amazing brand that has a modest price range with top value for their cost. In fact, this brand has continuously delivered and pleased me to no end when I ordered from them. Quality finishing, great fabrics, and their outfits fit absolutely perfectly—like a glove. Kindly check out ShopBawsty I promise you would love it. They currently have a promo running at the moment because of Valentine’s day so check em out.

Have you heard any weird experiences with RTW brands in Nigeria? Tell me about it below