The extravagant outfit was created by Nigerian designer and entrepreneur Toyin Lawani, CEO of Tiannahs Place Empire. According to her, the concept was not simply about shock value, but about creating a “wearable manifesto” that both promotes a brand and transforms fashion into a form of performance art.

Lawani explained that the original plan involved around 350 loaves of bread, but during the process there was not enough material, so another 150 loaves had to be added. The structure was built on a foam base, using a mixture of flour, water, and glue, while paint and a layer of resin were applied to fix the “bread surface” in place and give it stability.

Despite the seemingly absurd idea, the designer insists the project was part of her “wear-your-business” concept — a trend in which clothing directly reflects a person’s profession and brand identity. In Atang’s case, the owner of dessert business Switcakes Desserts, bread served as a symbolic extension of her work.

According to Lawani’s vision, the dress was meant to function as an interactive piece: guests on the red carpet were supposed to break off pieces of bread while shouting the brand’s name. However, this performance element was not allowed to take place, as event security prevented attendees from interacting with the outfit.

The look triggered intense online debate, with the imagery being “consumed” both figuratively and literally as photos and videos spread rapidly across social media. Some praised the creativity and boldness of the concept, while others called it excessive, provocative, and even wasteful.

Nevertheless, Lawani maintains that the impact was undeniable: attention to both the brand and the actress increased significantly. She says such projects help promote Nigeria’s creative industry on the global stage and demonstrate that African fashion can set international trends.

The designer is also known for her experimental work at the intersection of fashion, performance, and marketing, where clothing becomes a communication tool and promotional medium. Her portfolio includes collaborations with entertainers and involvement in major film productions, and her approach is often described as a blend of theatre, fashion, and advertising performance art.

The bread dress became another example of her philosophy: provocation as attention strategy, where the line between art and marketing is deliberately blurred.