At the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), held in Lagos, Nigeria, reality television personality Queen Mercy Atang attracted widespread attention after appearing on the red carpet in a dress constructed from more than 500 whole loaves of bread.
The AMVCA is frequently described as one of the most prominent annual events in Africa’s film, television, and fashion industries. The ceremony brings together entertainers, creatives, and public figures from across the continent.
During the evening event, Atang arrived wearing the unconventional outfit made entirely of bread loaves. The structure of the garment made movement difficult, and she was assisted by several aides while walking on the red carpet. Despite the mobility challenges, the outfit became one of the most discussed appearances of the night.
Atang told the BBC that the outfit was designed to promote her bakery business. She emphasised that the appearance was not intended merely to attract attention, but formed part of a deliberate marketing strategy. She stated: “What better place to promote my business than the AMVCA?”
The dress was designed by Nigerian fashion designer Toyin Lawani. In a social media comment on Instagram, Lawani noted that Atang had “started a trend of literally wearing her business”, referring to the integration of commercial branding into fashion design.
The outfit quickly became a focal point of discussion across social media platforms. While some users praised the concept, describing it as a literal representation of promoting one’s business through personal branding, others expressed criticism. Concerns were raised by some commentators regarding perceived food waste associated with the use of bread as a fashion material. Atang has rejected these allegations.
Key Details
| Category | Information |
|---|---|
| Event | 12th Africa Magic Viewers’ Choice Awards (AMVCA) |
| Location | Lagos, Nigeria |
| Public Figure | Queen Mercy Atang |
| Outfit Material | Over 500 loaves of bread |
| Purpose | Promotion of bakery business |
| Designer | Toyin Lawani |
| Mobility | Assisted walking due to outfit structure |
| Public Reaction | Mixed response: praise and criticism |
The appearance added to the broader visibility of experimental and unconventional fashion choices often seen on AMVCA red carpets, where designers and celebrities regularly use attire as a form of personal and commercial expression.