Google Search Trends Unpack Nigeria’s Fashion Renaissance Ahead of Lagos Fashion Week

New Google Search trends released Thursday confirm that fashion in Nigeria is a powerful mirror reflecting cultural history, self-expression, and a confident blend of the global and the local.

The data, which shows a massive surge in searches for nostalgic silhouettes and traditional attire, arrives just as the city prepares for Lagos Fashion Week, beginning October 29th.

The trends underscore that Nigerians are actively using fashion as a dialogue with the past. Search interest in vintage clothing increased by +90% in the past two months (August-September 2025 vs. the preceding year), with top related searches including “vintage scarf” and “vintage jacket.” This is mirrored by remarkable growth in searches for specific retro pieces: Zoot suit searches soared by +310%, while Tube top searches increased by +140%, and Bell-bottoms saw a +60% spike, signaling a vibrant, expressive return to bold styles of decades past.

Celebrating Identity and Modern Fusion

Beyond nostalgia, the data clearly demonstrates a deep-seated pride in Nigerian heritage, showing how contemporary style is being shaped by local culture. Top searches for “outfit” items included specific queries for “Traditional outfit of igbo” and “Nupe outfit.” This commitment to local identity is merged with modern styling, as seen in the trending “how to style” searches like “Scarf on bubu gown,” “Jacket with a gown,” and “Sweatshirts with skirts,” illustrating a generation seamlessly fusing classic Nigerian garments with global fashion conventions.

Footwear is also seeing a dramatic shift toward confident, classic accessories, with search interest for the slingback shoe increasing by +110% in the past 30 days. Top queries like “yellow slingback heels” and “rosegold slingback heels” indicate an immediate adoption of statement pieces.

“Fashion trends today are a powerful digital footprint of culture. The surge in searches for vintage styles, combined with a deep interest in traditional attire, shows a generation that is simultaneously embracing global nostalgia and celebrating local heritage,” said Olumide Balogun, Director, West Africa. “This dynamic mix—from the breakout popularity of the ‘Jort’ to the timeless sophistication of the slingback—is exactly the creative energy Lagos Fashion Week will showcase.”

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Notes to the Editor: All percentage increases, unless stated otherwise, are based on Google Search data comparing the past 30 days (for slingbacks) or the period of August 1 – September 30, 2025, to the preceding comparable periods. “Breakout” searches are terms that had little to no prior search interest and have since experienced tremendous growth.

Top Searched apparel items (Past 30 days)

1. Gown
2. Dress
3. Skirt
4. Suit
5. Jeans
6. T-shirt
7. Jersey
8. Kit
9. Blouse
10. Polo shirt
11. Hoodie

Top Searched “how to style…”

1. Sweatshirts with skirts
2. Scarf on bubu gown
3. Button down shirt female
4. Blue round neck and black trousers
5. A gel
6. Beige shirt
7. Short micro
8. Jacket with a gown
9. Jeans skirt with a crop top
10. Short natural hair corporately
11. Short bob marley braids

Top Trending apparel (Aug-Sept 2025 vs Aug-Sept 2024)

1. Jorts (Breakout)
2. Zoot suit (+310%)
3.  Nightshirt (+180%)
4. Tube top (+140%)
5. Kilt (+80%)
6. Negligee (+70%)
7. Bell-bottoms (+60%)

Top Searched “outfit” items

1. Crazy white outfit
2. Birth outfit for party
3. Traditional outfit of igbo
4. Black maxi skirt outfit
5. Black and gold outfit
6. Nupe outfit
7. Date outfit
8. Etibo outfit
9. Ankle boot outfit
10. Suspender old school outfit
11. Thrift store outfit

Top Searched “how to wear…”

1. Jean jacket
2. Palazzo joggers
3. Tiara with hair
4. Suspender
5. Yoruba fila
6. Hoodie cap
7. Single breasted suit
8. Flare tiny strap dress
9. Lime green shoes
10. Spinning belt
11. Milk blazer

Top Trending footwear (Aug-Sept 2025 vs Aug-Sept 2024)

1. Wellington boot (+310%)
2. Chukka boot (+100%)
3. Ballet flat (+80%)
4. Plimsoll (+70%)
5. Hiking boot (+60%)
6. Leg warmer (+50%)
7. Loafer (+40%)