By Chinazam Ikechi-Uko.
“Things are happening with social media that have never happened before; major bookings across the board, couture fashion shows, all the girls are being recognised,” in its 2016 fashion show, the Victoria’s Secret team were astonished by how Instagram filled an exposure gap in the fashion industry. “There is no rule anymore, it is so fun.” A model exclaimed. However, two years prior, a Nigerian heiress predicted this outcome. She created a blog intending to give African fashion this exposure, her name is Temi Otedola.
Temi Otedola recently celebrated the 10th anniversary of her career. In a heartfelt Instagram post, she said, “When baby 17-year-old Temi started building jtofashion.com running between university classes and photoshoots, she didn’t have a clue where this was all heading, but she was determined. I wish I could hug that girl and tell her all the hard work would pay off!! What started as fashion blogging turned into writing, presenting, event hosting, modelling, creative direction, stage acting, film acting, singing, podcasting – I took every opportunity I could!”
At the end of the post, Temi Otedola challenged her followers with a question: “What do you know about JTO FASHION?” This is a fair question because Temi Otedola’s career has seen a drastic rise over the years, but she made many unrecognised movies on her way to the top. So, let’s take it back to the start.
IN THE BEGINNING.
The 2010s was a hotbed for blogging, everyone was doing it or at least attempting it. Otedola made a rather successful attempt with her now-defunct blog JTO Fashion. The blog morphed into a video blog paired with its eponymous YouTube channel.
In Otedola’s words, “I feel like my blog is kind of acting as that medium between Nigeria and the rest of the world.” Eventually, Otedola moved on from the dying e-sport called blogging and put her energy into social media platforms like Instagram and now, TikTok.
Fast forward to the 2020s and Otedola’s fashion credibility is akin to a top model of the 2010s. Of course, having a pretty surname is a huge bonus. But for an industry such as fashion with a nepo baby oversaturation, Otedola has managed to carve a path for herself.
In fashion, the competition is literal princesses, sons and daughters of supermodels and Oscar winners, descendants of Asian dynasties, and children whose parents are the villains in our history books. For example, Marilia Vamvakidis, the great-great-granddaughter of Prince Felix Felixovich Yusupov, popularly known as the man who killed Rasputin, made her high society debut in Paris at the 2024 Le Bal des Debutantes.
Otedola is a billionaire heiress who made her mark in the African market. However, on the global stage, in an industry filled with wealthy offspring, she had to put in significant effort. Here are the times she proved she is simply THAT GIRL.
THAT GIRL:
Her Haute Couture Debut:
Otedola made her JTO fashion blog in the mid-2010s and by 2016, she had the attention of the luxury house, Valentino. This attention came with the honour of attending a private Valentino show in Rome. The post-event included a private tour of the Vatican where she got to meet Mr Valentino. “Imagine like… it is like you and 10 other people under the Sistine Chapel. It was out of this world crazy.” Otedola recapped the experience in the Lagos to London documentary by Channel 4 Entertainment.
Her Pepper Photoshoot:
Back in her JTO fashion days, Otedola shot a market series that ended up going viral on the internet. It made rounds on Pinterest, got a story on Nigerian blogs, and had Tumblr blog posts on it. JTO fashion being defunct makes it hard to find pictures but the pepper picture? That is an easy task.
JTO X Orange Culture:
Otedola partnered with the renowned fashion brand, Orange Culture for a capsule collection with pieces selling out within the first drop.
A Nasty Boy cover:
In 2017, Richard Akuson founded Nigeria’s first LGBTQ+ publication, A Nasty Boy. Dazed described it as, possibly Nigeria’s most controversial magazine. While CNN called it, Bold, disruptive and totally unapologetic.
At the peak of the controversies, Otedola chose to be the cover star of the August/September issue. She discussed topics like fashion, sexism, autism, and women’s empowerment. It was a bold move and her posting the cover on her Instagram was the co-sign the Nigerian LGTBQ+ community needed. Her support was visible.
Note: A Nasty Boy became defunct after its founder was ‘lured, beaten and outed’.
Theymi TV:
“What if I recorded every day of my life forever.” Otedola went viral once again after clips of her TikTok vlogging series hit Twitter (now X) in 2023. Otedola, who is on a mission to do daily vlogs for her 800,000-plus followers on TikTok, shocked them when she did an episode in Pidgin. She was mocked by many but bad publicity is still publicity and a viral drag is still viral.
Sability Video:
A music video appearance is a regular weekday to the partner of a musician. However, Otedola expanded her video vixen portfolio when she starred in the Sability music video with Ayra Starr. The star power that was created by seeing Korty, Ayra Starr, and Temi Otedola in one video exceeded the Internet’s cool thermometer.
Her Versace Instagram Ad:
Like a mid-2010s model, Otedola has major bookings across the board. She is at fashion shows, couture shows, and on magazine covers. Social media marketing has proven to be a sustainable brand. Influencers often play the role of models in a social media campaign. Otedola was chosen to partake in one for the Versace Medusa ‘95 bag. “All she had was her Versace Medusa ’95 bag and a dream,” Otedola posted on Instagram.
Her 2024 Fashion Week run:
Giambattista Valli, Casablanca, Elie Saab, Micheal Kors, Versace, and Boss; Otedola had a front-row seat every and anywhere, as long as you slapped fashion on it.
L’Oréal Paris:
Otedola recently landed a major deal as the Digital Ambassador for L’Oréal Paris. This is the first time an African will hold the position, she is also the first Nigerian ambassador of the brand.
L’Oréal Paris, a global beauty brand from L’Oréal, the world’s largest cosmetics company has been committed to safety, efficacy and quality for more than 110 years. Past ambassadors include Celine Dion, Blake Lively, Elle Fanning, Camila Cabello and Eva Longoria. Otedola joins Viola Davis and Kendall Jenner as present ambassadors of the brand.
Her L’Oréal walk:
Otedola elevated the fashion girl tag with her runway debut at Paris Fashion Week for L’Oréal in September 2024.
