The creative sector and soft power: assessing the appeal of the Nigerian fashion industry

Abstract

While the literature is replete with the soft power potential of Nollywood and Afrobeats, no comprehensive analysis has been undertaken on the power of attraction of the Nigerian fashion industry. Given that the latter is one of the most critical industries in the Nigerian creative sector, an analysis of the soft power of the creatives is arguably incomplete without an account of the actual and potential soft power of the country’s fashion industry. This article examines the increasing global appeal of the Nigerian fashion industry and argues that the sector has enhanced Nigerian soft power most especially in the spheres of cultural and economic diplomacy.

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