Nigeria’s plus-size market fights for inclusivity

“When I moved to the UK, it was such a cultural shock in the sense that it was all about the skinny girls,” Ojoma Idegwu of Dear Curves, an African brand that stocks in retail stores like Lagos and Abuja based 41 Luxe, says.

The now UK-based Nigerian says that her difficulty in finding clothes that flattered her, influenced the kind of clothes she creates for the brand, designing for the likes of Gabrielle Union, Loni Love,  and Danielle Lee.

The bias of the fashion industry against plus-size people isn’t an untold one. What is underexplored is the effect that these global beauty standards have on women who are not in the west. Nigeria, the country in the world with the highest population of Black people, has not been immune to this prejudice.

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