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Abstract

This study examines the communicative impact of political dress culture on contemporary fashion style in Nigeria. Nigerian society places importance on what one wears, how one dresses and when one wears a particular garment, which is often an expression of social affiliation and other influences. The power of dress is evident in the political perception of uniformity in the appearance of a particular group of people. This study highlights the richness and originality of Nigerian socio-cultural heritage and its influence on contemporary fashion style. The study highlights the influence of different cultures, ethnicity and religious affiliation on Nigerian political dress culture. The contemporary influence of the outfits of the presidential candidates in the 2023 Nigerian general elections such as Bola Ahmed Tinubu, Rabiu Musa Kwankwaso and Peter Obi were discussed in the study. The study employed a qualitative methodology to understand the diverse and subjective interactions with political dress culture and its influence on contemporary fashion style in Nigeria. The sample consisted of 300 politically exposed fashion makers, fashion influencers, fashion designers and stylists from the six geopolitical zones of the country. Respondents were given open-ended questionnaires to complete, and the responses were coded and interpreted qualitatively. The findings show that Nigerians are aware of the semiotic importance of political dress, making dress a robust form of political discourse. It also shows that there is a consensus that the media spotlight is fundamental in shaping fashion trends.

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