Lights! Camera! Google!

Vanessa Obioha

Ever wondered what it would be like to have your internet searches brought to life on the runway? Wonder no more, as Google recently demonstrated that it’s possible to merge data and creativity into a vibrant fashion show.

Typically, Google ends the year by releasing its annual report of trending searches. However, for 2024, the tech giant flipped the script. In addition to unveiling the year’s top searches, Google transformed the search trends into a dazzling runway spectacle.

Held at the Landmark Event Centre in Victoria Island, Lagos, the event was attended by journalists, celebrities, and influencers, who watched and cheered as search trends were reinterpreted into wearable art. The runway featured everything from athleisure to royalty-inspired designs.

This innovative approach, according to Google’s West Africa Communications Manager, Taiwo Kola-Ogunlade, was intended to bring the Google Search Lists closer to the people in a relatable way.

“We wanted to tell a story, to bring the list closer to the people, and fashion was the perfect medium because it mirrors our bold, expressive, and colourful culture. By partnering with The Style Infidel, Ethnik Africa, and other designers, we transformed search trends into wearable art that tells a story,” he said.

Hosted by renowned fashion designer Mai Atafo, the runway show featured five distinct collections representing various trending topics of the year.

For example, Active Flavours merged trends in sports and food, with models strutting in vibrant athleisure wear. The Future Grid collection, which focused on searches about gadgets, news, and top questions, included long jackets and blazers. Among the featured questions was one of Nigeria’s most-searched: “How much is dollar to naira today?”

The Royalty collection reflected searches for influential personalities like celebrities and influencers, with models dressed in iconic national attire, such as the agbada. This segment was followed by an energetic music and dance performance.

One of the evening’s more poignant moments was the Legacy collection, a tribute to personalities lost during the year. Icons such as veteran songstress and politician Onyeka Onwenu, comedian John Okafor (Mr. Ibu), and actor and content creator Junior Pope were honored. Models in elegant black ensembles walked the runway, accompanied by a stirring spoken word performance from poet Ore Macaulay, effectively capturing the sombre mood.

The show concluded with the Pop Culture collection, which translated searches for movies, music, and fashion into a fun, hippy showcase. Models danced to a live performance by rising Nigerian artist, Taves, closing out the event on a high note.