It is often described as Africa’s biggest night in film and fashion.
Celebrities, filmmakers and creators arrived at the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA) in Nigeria with dramatic trains, sculptural gowns, shimmering fabrics and heavily theatrical designs that once again transformed the event from an awards show into a spectacle of style.
Held at the Eko Hotel and Suites in Lagos, the annual ceremony celebrates achievements in African film, television and digital storytelling, while also serving as one of the continent’s biggest cultural showcases where celebrities compete for being best-dressed, as much as they do for awards.
This year’s carpet leaned fully into an excessive display of fashion.
Several celebrities walked in with entourages, helping carry oversized outfits through crowds of photographers and screaming fans.
Reality TV star Queen Mercy Atang arrived in one of the evening’s most attention-grabbing looks, a dress made from more than 500 loaves of bread, she said.
Surrounded by two maidens carrying trays of bread, several assistants helping carry the outfit across the carpet, Atang struggled to move freely.
Speaking to the BBC, she said the outfit was designed to promote her bread-baking business and insisted the appearance was intentional marketing rather than shock value.
“What other place is better to advertise my business than the AMVCA?” she said.
The dress was designed by the iconic Toyin Lawan of Tiannah’s Empire, who commented on Instagram that she’s beginning a trend of “everyone wear your business”.
However, not all fans were impressed. Some said the display represented a waste of food, a suggestion the reality TV star rejected.
Source: BBC
