Rachel Ojuromi has moved from filming fashion videos in the busy streets of Lagos to walking the runway for Chanel. The 22-year-old Nigerian creator gained international attention by reinterpreting high-end designs using secondhand clothes sourced from local markets. Her journey highlights a shift in how digital creativity can bridge local culture and global fashion houses.
Street Style in Lagos Markets
For the past six months, Ojuromi has documented her work across Lagos, using locations like Yaba market and Gbagada as backdrops. She works closely with her childhood friend and stylist, Debby Fasingha, to construct outfits from thrifted materials and scraps. The pair film their videos in public spaces, often capturing the amused reactions of pedestrians, traders, and drivers who stop to watch the unconventional fashion displays.
The content often features Ojuromi navigating everyday Lagos life while wearing elaborate, self-made ensembles. In one notable clip, she walks through traffic with a tray of bananas balanced on her head. In another, she shares a table with a teenager for a tea scene inspired by a Japanese advertising campaign. These moments were not pre-planned with professional actors but emerged from interactions with locals who happened to be nearby.
Ojuromi, who operates under the Instagram handle Give Rachel a Shot, emphasizes the value of capturing specific moments in time. She notes that the authenticity of shooting in real locations adds a layer of meaning that staged photoshoots cannot replicate. This approach resonated with viewers, helping her build a significant following on social media.
From Medicine to Creative Direction
Before finding her path in fashion, Ojuromi initially aspired to become a neurosurgeon. Inspired by the autobiography of Ben Carson, she planned to pursue medicine to break down barriers in healthcare. However, complications with her college applications led her to take a year off, during which she explored filmmaking. She eventually realized that her desire to push boundaries and contribute meaningfully was better suited to the creative arts.
Her interest in fashion was rooted in her childhood, as her mother sold clothes in local markets. This early exposure to textiles and design influenced her later work. Ojuromi and Fasingha focus on the narratives behind the clothes they create. They analyze the central messages of global fashion collections and reinterpret them using accessible, secondhand materials. Ojuromi states that she prefers to work within her financial reality rather than spending money on items she cannot afford.
Recognition from Chanel
The turning point for Ojuromi came after she and Fasingha created looks inspired by Chanel’s Métiers d’Art 2026 collection. They sought permission from Chanel’s casting director, Anita Bitton, before publishing their versions online. The clips caught the attention of Matthieu Blazy, Chanel’s creative director, leading to further conversations. These interactions eventually resulted in an invitation for Ojuromi to walk in the Chanel spring/summer 2027 show at the Grand Palais in Paris.
Ojuromi’s ambitions extend beyond modeling. She is the founder and editor of Process Africa, a platform launched in 2023 to support young African creatives. The initiative aims to address the barriers that artists, designers, and photographers face in accessing opportunities. Ojuromi believes that African creativity should be viewed as part of the global mainstream rather than a separate category. She advocates for work to be recognized simply as fashion, art, or music without constant reference to its geographical origin.
Source: The Guardian
