Femme Nature, Severenature's official womenswear line, has turned its Heat Check campaign casting into a community-driven process, allowing Lagos women to decide who represents the brand's next chapter. Over 50 women submitted entries, and after public and internal voting, three will share a ₦1,000,000 reward and front the Lagos campaign. Each of the Top 10 finalists received ₦100,000 in Femme Nature store credit.
An Open Call for Authentic Self-Expression
The casting call for Heat Check, Femme Nature's second womenswear drop, invited women across Lagos to submit videos showing summer through their eyes. There were no formal requirements—just a call to be original and creative. Tara Gold kicked off the casting call video, urging women to step forward and launch the collection with her.
The brief encouraged women of all sizes and skin tones to express their bold, sexy, and confident style. Many filmed themselves at home, some included friends hyping each other up on split screens, and others took cameras to Lagos streets. One woman filmed and edited her entry straight after an exam, ending with the words, “You called, and I answered.”
Community Voting and Recognition
Entries went live on the Femme Nature “For The Girls” broadcast channel, which has been part of the brand since its first collection. The channel became the home of public voting, giving women already inside the Femme Nature world a say in who moved forward. Hundreds of women joined the conversation, shared favourites, and rallied friends to support the girls they believed in.
Public and internal votes determined the Top 10 finalists. Each received ₦100,000 in store credit to celebrate their creativity and confidence. The process also sparked unexpected connections: women who had never met began campaigning for one another, sharing entries, and pulling others into the conversation.
What Heat Check Brings Next
As Heat Check unfolds, the campaign will include a Lagos spin class and Hot or Not, a Lagos × New York styling game show where fashion stylists and community girls style Femme Nature pieces. There will also be a funfair and a community launch event where women can shop the collection and celebrate together.
Femme Nature will extend the Heat Check world to London and Brazil, exploring how the same season takes on different identities depending on location and how women choose to experience it. The campaign continues to connect women online and offline as the story develops.
