NEW YORK, United States — Beyond their primary talent, celebrities are in the business to dress. Stadium takeovers, music videos, and magazine covers all serve as platforms to generate millions of eyeballs and a boost to sales as well as driving that ever-so-elusive desirability that can feed a brand in the long-term.

For diaspora designers, the effects can be even more concentrated with the well-documented mainstream dominance of Afrobeats globally. Burna Boy took the stage in custom BOTTER for his Arnhem stadium concert alongside custom Louis Vuitton and custom Burberry at other stops. Whether one wants to acknowledge it or not, there is an all-important signaling taking place on the stage (exponentially magnified via social media) between these mega-cultural tastemakers and their fans.

In South Africa, media personality Bonang Matheba was seen wearing an oversized faux leather coat from Ntwana that garnered over 125,000 likes on Instagram. Fresh off the cover of Glamour South Africa, Matheba paired the piece with over-the-knee boots by Steve Madden (teasing a future collaboration) and a Lady Dior handbag. Her look conveyed a sophistication and pride that is all centered on this brand new homegrown label. While we cannot confirm the sales impact, the soft power impact is undeniable.