‘This year has been the hardest’ – Social media reacts to 44Clothing CEO’s regrets about going bankrupt after BBL controversy
- Popular fashion entrepreneur and CEO of 44Clothing, Evelyn, has gone viral after speaking emotionally about financial struggles and feeling abandoned during hard times.
- Her emotional video has drawn mixed reactions online, especially after previous criticism related to her liposuction surgery following the closure of her company.
Popular Nigerian fashion entrepreneur and CEO of 44Clothing, Onyeka Evelyn, popularly known online as @evelyncute22, has sparked reactions after she shared an emotional video about her financial struggles.
In a now-viral video on Instagram, the businesswoman burst into tears as she lamented that she had no money and no one to turn to for support.
According to Evelyn, the current year has been one of the most difficult periods in her life financially and emotionally.
“People will never help you when you have no money,” she said, crying in the video.
The emotional moment quickly sparked conversations online, with many Nigerians recalling how the fashion entrepreneur closed her Lagos-based clothing brand 44Clothing in January 2026 due to low sales and business difficulties.
At the time, the announcement surprised many followers as the brand proved popular on social media.
However, weeks after the deal closed, Evelyn became the talk of the internet again after undergoing 360 degree liposuction and BBL surgery, a move that drew criticism from some Nigerians who questioned the timing and cost of the procedure.
After her latest emotional video, social media users shared mixed reactions, with some sympathizing with her struggles, while others referenced the plastic surgery controversy.
One user wrote:
“Running a business in Nigeria, you will need to be mentally, spiritually and physically strong!”
Another commenter asked:
“But she did BBL this year na? Broke people don’t do BBL.”
Others argued that financial hardship means different things to different people and urged Nigerians not to be too quick to judge.
“Being out of money means different things to people, maybe she not only has money for her lifestyle again, but she’ll be fine,” another user commented.
Some social media users have also highlighted the harsh reality many entrepreneurs face as they try to sustain business in the current economic climate in Nigeria.
