THEthe red carpet of the Africa Magic Viewers’ Choice Awards in Lagos, Nigeria, has always been considered the African equivalent of the Met Gala, but this year’s edition has definitely crossed every boundary between high fashion and performative installation. Stealing the show from the reality star Queen Mercy Atang it wasn’t the crystals or the precious silks, but beyond 500 loaves of bread assembled in a sculpture dress that left the web divided between amazement and heated controversy.
The dress made of bread
Queen Mercy Atang’s choice to present herself at the Eko Hotel and Suites in the Nigerian city with a monumental outfit transformed the event into a sort of traveling bakery. The top of the dress, a golden embroidered bodice, fading into an immense skirt made entirely of loaves of real bread.
Accompanied by assistants responsible for supporting the bulky structure and by bridesmaids with trays loaded with baked goods, Atang he struggled to move among the photographersbut hitting the main goal: sparking a global conversation about her look.
Extreme marketing and edible clothes
Behind this visual provocation there is not only the desire to appear, but a precise commercial strategy. The dress of bread, designed by designer Toyin Lawaniwas designed to promote the baking business of Queen Mary Atang herself.
The designer has the provocative “wear your business” trend launched on social media that is, the idea of transforming one’s profession into a manifesto to literally wear on the red carpet. For the star, there was no better stage than an international event to publicize his local business.
The social controversies on food waste
Despite the originality of the publicity stunt, Queen Mercy Atang’s dress raised a wave of fierce criticism. Many users have pointed the finger at it food wastecalling the choice unethical and disrespectful in a time of global food crisis. The actress denied the accusations, claiming that the media impact served to give visibility to a productive activity. But how far can fashion go in using food as a simple accessory to show off?
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