The US teenagers wowed by African prom dresses

August 22, 2025

US teenager Brianna LeDoux's Nigerian-made prom dress, which went viral on TikTok with over 1. 1 million views, exemplifies a growing trend of American students commissioning custom African-designed prom attire. This phenomenon has created a booming business connecting African fashion designers with American youth, with Nigerian and Ghanaian designers fulfilling thousands of orders during the 2024 prom season.

Who is affected

US high school students attending proms, particularly those seeking unique cultural expressions
African fashion designers in Nigeria and Ghana who create the custom gowns
Nigerian businesses navigating US trade tariffs
Parents of prom attendees who fund these purchases
The 60 full-time and 130 contract staff employed by Keerah's Fashion Cave
Fashion designers Victoria Ani and her team of eight in Uyo, Nigeria
Accra-based Ghanaian designer Efua Mensah and her team

What action is being taken

African designers are creating and shipping thousands of custom prom dresses to the US
Designers are operating in shifts to meet deadlines for the growing demand
Ms. Arigbabu's team is already preparing for next year's prom season
Designers are conducting measurement sessions with clients via WhatsApp video calls
Businesses are transitioning from made-to-order to ready-to-wear systems for faster delivery
Designers are exploring online payment plans to make dresses more affordable
African fashion businesses are making adjustments to offset the impact of new US tariffs

Why it matters

The trend represents cultural exchange and identity expression for American youth
Custom African prom dresses provide affordable alternatives to US-made custom garments
The business creates significant employment in African countries
Prom dress orders account for up to 25% of annual revenue for some African designers
The popularity demonstrates the power of social media in connecting global markets
The trend allows African designers to showcase their craftsmanship internationally
The 15% US tariff on Nigerian imports could impact competitiveness in the US market

What's next

Ms. Arigbabu plans to transition from made-to-order to ready-to-wear systems for immediate shipping
Designers are exploring online payment plans to spread costs and maintain affordability
African designers are making small adjustments and improving efficiency to offset tariff impacts
Businesses are exploring alternative markets to stay competitive without burdening customers

Read full article from source: BBC