What happens to red carpet looks after the AMVCAs?
The Africa Magic Viewers’ Choice Awards (AMVCA) is one of the biggest nights in African entertainment and fashion. Each year, the red carpet becomes a stage for bold statements, creative risk-taking, and unforgettable glamour. But once the cameras are off and the after-parties end, there’s a quieter question no one talks about: What happens to all those stunning outfits?
Custom gowns, hand-sewn suits, and hours of styling, all for a single appearance. It’s a high-fashion spectacle that leaves behind a trail of unused couture. But are these outfits destined to live in garment bags forever? Or is there a new chapter waiting?
For many designers and stylists, creating a red carpet look is a labour of love, one that begins long before the cameras start rolling. According to celebrated designer Yemi Shoyemi, whose work turned heads at this year’s AMVCAs, the process can span several weeks and involves far more than just stitching fabric.
“A red carpet look can take anywhere from 3 to 8 weeks, depending on the complexity,” she explains. “It starts with understanding the personality of the wearer, the theme of the event, and the kind of statement we want to make.
From there, it moves to sketching, fabric sourcing, pattern making, detailed handwork like beading or embroidery, fittings, and final adjustments. Every element is intentional because the goal is not just to wear a dress, but to embody a moment.”
Toni Tones in Yemi Shoyemi | Photo: Chuchu Ojekwe
That level of craftsmanship raises questions about sustainability and practicality, especially when most of these looks are seen just once. Yet, as Shoyemi puts it, that doesn’t mean designers hold back.
“It’s one of the realities of red carpet fashion. However, it doesn’t stop us from going all out creatively. What it does encourage is thoughtful design pieces that, while making a bold statement, can also be reimagined or restyled beyond that moment.”
Still, not all red carpet outfits find a second life.
“Some clients choose to archive them as part of their personal or professional milestones, while others are returned to the brand, especially if it’s a loan,” Shoyemi notes. “Very few get repurposed, and that’s an area I believe the industry can explore more intentionally.”
Seyitan Atigarin in Yemi Shoyemi | Photo: The Kashope
Her point touches on a larger conversation brewing within global fashion circles: can red carpet fashion become more sustainable? Is there room for resale, restyling, or rental platforms tailored to high-end, occasion-specific looks?
“I believe the industry is warming up to the idea, but image culture still places a premium on ‘newness,’” she says. “There’s this unspoken pressure to be seen in something different each time. But I also believe true style transcends that. We need more champions who aren’t afraid to re-wear iconic pieces or celebrate the story behind the garment more than the novelty of it being ‘new.’”
That idea, garments holding stories, resonates deeply with fashion enthusiast and journalist Chinazam Ikechi-Uko, who believes the emotional and historical significance of red carpet fashion is too often overlooked.
“I’d buy a designer piece without a story. I like already worn pieces, I mentally attach tales to them,” she shares. “Well-made pieces are pieces of history in and of themselves. Their stitches, drapes, and techniques are an insight to the lives of people from the era.”
Angel Anosike wearing Yemi Shoyemi | Photo: Lasalvy
It’s a sentiment that echoes the broader appeal of circular fashion. As conversations around eco-consciousness and sustainability rise, red carpet culture, long considered the height of fashion indulgence, is being reimagined.
“I think fashion preservation is important sometimes… I do think some outfits are textile waste,” Chinazam admits. “But the truly well-constructed ones? Those deserve a second life. They’re not just clothes, they’re cultural artefacts.”
Shoyemi believes the shift is not only necessary but also inevitable.
“I would absolutely be in favor of a verified resale or rental platform for celebrity occasionwear. It promotes circular fashion, reduces waste, and gives these statement pieces a second or third life. It’s also a great way to make high fashion more accessible to a wider audience while preserving the value and integrity of the craft.”
AMVCA nominee and actor Olumide Oworu agrees that there’s definitely a level of pressure that comes with red carpet appearances but it depends on the individual.
“To a certain extent, there is some kind of pressure. I think it also depends on how much things like that get to you.
Fans like to see us looking good, so it’s only right to step out looking soft,” he says. “Thankfully, my style is super simple, so it’s not an issue putting outfits together.”
On what happens to the clothes after the spotlight fades, Olumide admits there isn’t always a system.
“Sometimes they’re just piled in my room. Other times, I just give it out or have it cleaned and sent back to the designer if it was a collaboration arrangement.”
Would he ever re-wear or resell a standout outfit?
“I’ve never thought about reselling, but I definitely have no problem re-wearing an outfit if I like it,” he says.
And if there was demand to sell or loan it out?
“Of course. Means fewer outfits accumulating in my corner. One less thing to worry about.”
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