Model Citizen Documentary Exposes Dark Side of Nigeria’s Fashion Industry
The glamorous façade of Nigeria’s modelling world is now under scrutiny with the release of the documentary Model Citizen, produced by Aderonke Adeola and Funmi Coker, which lifts the lid on the troubling realities faced by many models in the country.
The Nigerian fashion sector is flourishing. It is valued at approximately US$4.5 billion, and the fashion e-commerce market alone generated about US$487 million in 2024, with projected annual growth of 10–15 %.
Moreover, platforms such as Lagos Fashion Week are raising the country’s fashion profile globally, opening editorial and campaign doors for models.
Yet despite the growth and visibility, the film reveals that many models, the very faces of the industry, remain vulnerable.
What the documentary reveals
Through frank personal testimonies, “Model Citizen” unveils a variety of abuses behind the scenes:
Models recount being paid unfairly or having pay withheld altogether.
Reports of verbal and sexual abuse inflicted upon models in their work environment.
The deep-seated culture of silence: many were told to smile, stay silent, continue walking, no matter what was happening.
The emotional and visual volume of the film serves as not just an exposé but a call for change, encouraging the industry and audiences alike to “look again and listen closer.”
A shift in narrative
Unlike many glamorised portrayals of the fashion world, this documentary centres the models themselves, those who have lived through the pressure, the exploitation, and the silence. It refuses to gloss over or romanticise the industry, instead focusing on what is often hidden.
Why this matters
The revelation comes at a time when the Nigerian fashion ecosystem is scaling up and gaining international attention. With such growth, the welfare of those contributing to it becomes a critical issue. Models help bring these campaigns and runways to life, but they are often the least protected.
What comes next?
The documentary suggests that for meaningful change to happen, the industry must engage more responsibly: fairer pay, safer work environments, and more transparent practices. For audiences and consumers of fashion, the focus is shifting, from the sparkle of the runway to the conditions that make that sparkle possible.
As one model in the film states:
“We’re walking for ourselves.”