No matter how many times we write about the failures of celebrities that wake up and launch their fashion brands, there will always be roughly 5 or so a year that will start one. The latest to date is Salma Mumin with the launch of Lure by Salma.
Previously before her, we have seen the likes of celebrities from John Dumelo, to Guru, to Sister Derby, to Van Vicker, to Sarkodie, to Okyeame Kwame, you name it. All start and then disappear. Currently the only celebrities out with fashion brands that are still in the system are Fella Makafui, Gloria Sarfo, Stonebwoy and then there is Yvonne Nelson who is flirting with RNByYN. But let’s give them a few months and see how well their brands pan out.
This is in no way player hating, as one of the leading fashion houses in Ghana, our aim is to support all the said entities, however, the the reoccurance and disappearance of these celebrities brands, it can only mean one thing….celebrities think fashion designing is easier than their celebrity live style. They believe all the likes and kiss on their instagram automatically will translate into sales.
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That is almost as divided as the line between friends and clients. Yes, you might have a platform of outreach but that doesn’t mean business. Celebrities believe that with their popularity all these have to do is create a product and it will sell. Most times such side hustles are picked up by celebrities when they feel the celebrity lifestyle isn’t bringing enough wealth.
But not to be condoscending or insulting, however if you are not able to make real ends meat out of your celebrity career, where your only and main task is to sell yourself, if that isn’t bringing enough wealth or occupying your time so much that you have the capacity to launch a fashion brand, my dear trust me, you are preparing for a bigger battle selling fashion. And just IF you succeed that battle, believe by the time you do you would have lost absolutely any focus of your celebrity acts. Because it is a much uphill struggle that creating any controversy of half naked pictures to get followers.
So in launching Lure by Salma, a few things have been pulled off right, a fancy photoshoot, good photography, nice professional models, sophisticated designs. She might be upto something, but unless the brand is under a management that has the mentality to win or die, then we can give this another 5 months, or in anycase if this is managed by Salma Mumin herself, you can say good by to the brand today.
This article is not a jab at Salma Mumin, we want to see her succeed like we wanted to see J Melo, Fella Makafui, Sarkcess and much more. All of which we have supported. However, it’s a bit disturbing when celebrities look at the world of fashion and think…this is easy, let me go there and make money. We hope this is not the case. For now, if you are a fan of Salma Mumin, you can pop by her page and support.
But for the next designer, why not do collaborations, find a brand you like and start a line with that brand. Experience the market a bit. Below is a scoop of the various/recent celebrity brand articles…