Emagine by Bukola has released an apology video addressing the controversy that started after a bride accused the brand of poor service, missed deadlines, and body shaming, despite allegedly paying ₦20 million for her wedding outfits.
After the first bride spoke out, six more brides came forward to share their own disappointing experiences with the brand.
Bukola later released an apology video, but instead of calming the backlash, it only made things worse. 
Here are six things netizens say were wrong with the video.
6 Things Wrong With Emagine by Bukola’s Apology Video
1. No Actual Apology
Bukola didn’t apologise, instead, she offered a “sincere acknowledgement” of the issues. The only apology in the video was from a staff member.
2. Zero Accountability
Bukola appeared to distance herself from the mistakes, while her staff took responsibility. In one scene, employees knelt before her, presented flowers, and chanted, “We promise to do better at Emagine.”
3. Lab Coats
Why was her staff wearing white lab coats? Is that how they usually dress? It added confusion and made the whole video feel performative.
4. Is the Video an Ad?
The designer explained that Emagine is a custom production company and that in 2025, the brand produced 241 custom dresses, many involving virtual fittings and international deliveries. Okay, but is that the matter at hand?
5. Celebrity Hype
Most of the responses in the comment section of the video were from influencers and fellow business owners commenting, “We are proud of you,” and hyping the video.
What were they proud of?
6. Ultimate Search for pins in dresses
The video also included an awkward exercise where staff had to find pins on dresses in two minutes. This is because one of the brides complained that they left pins in her clothes, and that was their best way of addressing that.
In conclusion, she said the company is strengthening its workflow, communication systems, and internal quality control. Many social media users still maintain that the video is proof that nothing has changed.
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