"I felt like a princess," says US teenager Brianna LeDoux about her prom gown, which she specially commissioned from Nigeria. "I wanted my dress to stop people in their tracks."
The 18-year-old from Florida, with Haitian and Dominican roots, wore a black dress made from sequined and beaded lace, often used in traditional Yoruba designs for matching garments at special events.
"I didn’t just want a dress," Brianna explains. "I wanted a story I could wear—something that said: 'This is who I am, and this is where my roots run.'"
High-school proms in the US are not just parties but a chance for self-expression and making a statement about identity and fashion. For Brianna, posting a TikTok video of herself in her African prom gown went viral, now amassing over 1.1 million views.
This highlights the growing interest in unique, custom-made outfits, and how social media has driven a booming business that connects African designers with young people outside the continent.
African-made prom dresses typically range from $600 to $1,000, significantly cheaper than custom dresses made in the US, where prices start at around $3,500.
Fashion designers in Nigeria and Ghana have reported fulfilling over 2,800 prom dress orders in 2025, mostly for US customers. One of them, Shakirat Arigbabu, whose business in Ibadan, Nigeria, produced 1,500 dresses, says prom season has become a year-round affair.
Designer Victoria Ani in southeastern Nigeria has also seen business boom, with more than 200 gowns shipped to states like New York and California since 2022.
Popular styles include corseted bodices, high slits, feathered trains, detachable capes, and beaded sleeves, often inspired by themes like the Met Gala or Yoruba bridal fashion.
Nian Fisher, 17, from Miami, described her African-made emerald gown as a "unique" experience. "Everyone was amazed," she said of the dress, which included a long veil and heavy fabric.
Memphis high schooler Trinity Foster, 18, also opted for an African designer after seeing dresses on TikTok. "I felt like Tiana," she said, referencing Disney's first African-American princess. The gown's Instagram post drew a lot of attention, as did the viral hashtag #AfricanPromDress.
For many African designers, social media has become the main platform for sales, with Instagram bringing in customers and TikTok driving brand fame. However, challenges remain, with issues like delayed shipments or complaints surfacing online.
Despite these hurdles, many designers find that US prom dress orders make up a substantial part of their annual income, even with new challenges like a 15% US tariff on goods imported from Nigeria. Some are considering changes, like shifting to a ready-to-wear model to meet the growing demand.
For Brianna, the price was worth it, saying, "Honestly, if my nails were ugly, my makeup was disgusting, and my hair wasn't cute, as long as I was in that dress, I was fine."