From Lagos Markets to Chanel Runway: The Thrift-Style Revolution

Before the lights of Paris, there was the vibrant chaos of Lagos. For the past six months, 22-year-old Nigerian Rachel Ojuromi has been turning the city’s busy markets and disorderly streets into an unlikely global runway. By recreating high-end luxury designs using secondhand clothes and scraps sourced from local open-air hubs like Yaba market, Ojuromi has captivated social media audiences and caught the attention of one of the world’s most prestigious fashion houses.

Ojuromi, known on Instagram as Give Rachel a Shot, works closely with her childhood friend and stylist Debby Fasingha to assemble these looks. Their videos, filmed in neighborhoods such as Gbagada and Yaba without disrupting traffic, have drawn amused stares and cheers from pedestrians. In one viral clip, Ojuromi strides confidently through traffic with a tray of bananas balanced on her head. In another, she shares tea with a teenage boy at a street-side shop, a scene inspired by a Japanese advertising campaign that required a spontaneous extra.

This ability to find beauty in the everyday has propelled Ojuromi from filming in Lagos markets to walking for Chanel’s spring/summer 2027 show at the Grand Palais last month. Her journey began when she and Fasingha created looks inspired by Chanel’s Métiers d’Art 2026 collection. After receiving permission from Chanel’s casting director, Anita Bitton, their video gained traction among influential figures, including creative director Matthieu Blazy, leading to an invitation to Paris.

Ojuromi’s approach is grounded in resourcefulness rather than expense. She adheres to a mantra of living within her reality, refusing to spend money on items she cannot afford just to create a specific look. Instead, she focuses on the conversations surrounding the clothes, asking what the original designer intended to communicate and what cultural references are embedded in the collection. This philosophy allows her to reinterpret global fashion trends using accessible materials.

Her passion for creativity emerged during a period of personal redirection. Growing up surrounded by clothes sold by her mother in local markets, Ojuromi initially aspired to become a neurosurgeon, inspired by the autobiography of Ben Carson. However, after facing complications with her college applications, she took a year off to explore filmmaking. She eventually realized that surgery was not her path and decided to pursue ambition through creativity instead.

For six months starting in March this year, Ojuromi and her team committed to publishing a new fashion video every day. This consistent output helped build a dedicated following and demonstrated her skill in creative direction and street photography. The daily practice allowed them to refine their aesthetic, blending the energy of Lagos with the elegance of high fashion, proving that style does not require a high price tag.

Beyond modeling, Ojuromi is a filmmaker, creative director, and the founder of Process Africa. Launched in 2023 following an event organized by artist Temidayo Aríṣe, the platform aims to address barriers faced by young African creatives, particularly those struggling to access opportunities. Ojuromi believes that someone needed to tell the stories of these artists, providing a space for designers, photographers, and others to establish themselves.

Ojuromi’s work challenges the notion that African creativity must be categorized separately based on geography. She argues that her work is simply fashion, art, and music, without the need for constant justification or labeling. Her goal is to normalize African contributions to the global creative industry, allowing them to stand on their own merit rather than as exotic curiosities.

The transition from Lagos streets to Paris catwalks highlights a shifting dynamic in the fashion world, where digital-native creators can bypass traditional gatekeepers. Ojuromi’s success demonstrates how local context and resourceful creativity can resonate on a global scale, inviting luxury brands to engage with authentic, grassroots movements rather than imposing top-down narratives.

“Nigerian creator Rachel Ojuromi transformed secondhand finds into high fashion, earning a spot in Chanel's latest Paris show.”