“1…2…3…4 caucasians I see… oh where on earth could the Africans be?” a YouTube commenter asked after seeing the video advert tagged Komole by fashion designer, Deola Sagoe.
The two-minute advert is to showcase her new collections. It featured four white ladies and a black American modelling Sagoe’s Iro and Buba.
While some explained that the presence of the white models was to enable her sell her brand in the international market, some said that the video did not appreciate Nigerian women.
I get what (marketing angle) Deola Sagoe may be pushing with her ad. But using primarily white women wearing the 'Komole' design to promote it is kinda sour.
Western designers for a long time never used black models to make their designs appeal to us.
We wore them anyway. So💁🏾
— Tifé! (@Ifetoluwaa) April 4, 2018
This ad and this brand hasn't quite figured out what it wants to be? Is this a Nigerian brand? Who is the target audience for this? I don't understand. Are we expecting White and Asian women to wear this? Is that not crazy? Am I going mad? https://t.co/p1Ei6c2yTE
— The Nerdy Panda (@Rimzzzeee) April 4, 2018
I understand that she's appealing to a global clientele but that Deola Sagoe ad was NOT well done AT ALL.
The clothes don't suit the models, the colours are too washed out, the setting (opulent, grand, aristocratic, we get it, we get it) distracted from the rich fabrics… nah.
— Lole Lewis (@LoleLewis) April 6, 2018
Liked that new Deola Sagoe ad before watching the video. When I was done watching I immediately unliked it. What exactly is the point of using only white (and one mixed but extremely light) models to market traditional Nigerian wedding dresses? Smh
— Max (@maki_ogunbor) April 4, 2018
Generally, I don’t have qualms with the Deola Sagoe Komole ad. #Nigeriatotheworld
Diversity is in so the models are perfect.
However, the creative direction was trash. It could have portrayed luxury without compromising on the Nigerian aesthetic. https://t.co/LdzUiYxAYQ
— Merlin Uwalaka (@merlinuwalaka) April 4, 2018
Deola sagoe new campaign ad is somehow. I love it but her choice of models tho
— Zii (@Ada_zii) April 4, 2018
I hit deola sagoe up for prices on something earlier this year, that’s when I realized that even “upper middle class” Nigerians aren’t her target audience.
Her shit was more expensive than most foreign brands I looked at.
So I’m not surprised at her white pepper ad.
— Chloroquine (@nugwatweets) April 4, 2018
Like. Saw that Deola Sagoe ad and all that I could think was 'why are there so many white women?'
— 🍇Sharon🍇 (@sisforsharonn) April 4, 2018
Just saw the Deola Sagoe ad people are enraged about because she used predominantly white models for her Komole Kandid iro and buba. At first I was somewhat enraged too because I felt I had seen more Nigerian Women look more stunning in her designs among other reasons.
— Moji Delano (@MojiDelanoBlog) April 5, 2018
I don’t see anything wrong with the use of white women in deola sagoe’s ad. I just wanna know if any white woman is actually willing to tie gele
Unless you count potential white in-laws at a Nigerian wedding , I don’t know if those are the attires to fit the “white” world.
— Ugonna (@VikkiAngelX) April 4, 2018
If Deola Sagoe was waiting on “popular races that are predominant within that income class” to sell her clothes, there would be no Deola Sagoe! How dare you shit on the Nigerian patrons like that?
Also, this nigga said “popular races”. Tufiakwa!
— Nneka O. 🇳🇬 (@Playm8z) April 4, 2018
You see WHITE PEOPLE in Deola Sagoe's ad, I see HUMANS. Later u will shout racism when u are the ones who started discriminating urselves. It even gives me joy that ppl from other races are wearing our african oriented brands just like we wear theirs always.
— Joe Ogbu Harry Nonso (@harry_nonso) April 4, 2018
This is a little embarrassing. Why are nigerians like this lmao
— regina phalange (@trusssssmidaddy) April 4, 2018
I have counted at least 11 women who have worn Deola Sagoe for their traditional weddings this last month. Cashing out is an understatement.
— Gindiya (@Edgothboy) March 19, 2018
Deola Sagoe doesn't need to advertise to the Nigerian peasants tbh. The people that can afford her know where she's at. She's trying to get the elites from abroad involved too. Y is that so hard to understand? I got it immediately I watched the ad. I really belong with the elites
— Queen of Wakanda 👸#ShotOnShotsNG (@FunmiJean) April 4, 2018
You don’t have Deola Sagoe money. You’re not her target market, stop crying.
— chy exotic! make your life come alive (@colovrmenude) April 4, 2018
You people want Deola Sagoe to come down and compete with your local tailor? That’s not how brands work.
— Bill Gates’ Maiguard (@knightofdelta) April 4, 2018
By the time we start giving our wedding Iro & Buba’s to iya Fatima our local tailor, I think that’s when Deola Sagoe’s head will be okay
— Mandy (@AmandaIbadin) April 4, 2018