For many generations, the phrase “beauty is pain” was more than a catchphrase—it was a reality for millions of women in Nigeria, across West Africa, and all over the world. Painful blisters, pinched toes, and tottering on impossibly high heels were worn like badges of honour in boardrooms, on red carpets, and at owambes. The message was clear: true elegance required a little suffering.
But as we step into 2025, the conversation around women’s fashion has taken a bold turn. The fashion ecosystem—from runways in Paris to bustling streets of Lagos and markets in Accra—has finally reached a consensus: comfort and beauty can thrive side by side. Kitten heels, refined flats, and easy-going silhouettes are dominating, rewriting what it means to dress with power and style.
This movement is more than an overnight social media fad. Rather, it reflects a fundamental lifestyle shift tied deeply to experiences during the COVID-19 pandemic, evolving definitions of power dressing, and a renewed focus on well-being. Today’s woman says confidently: “I can be fashionable, I can own any room, and I don’t have to sacrifice my comfort in the process.”
After years of relegation, practical footwear like flats and kitten heels are having their moment in the sun, and the embrace is both loud and heartfelt by women across West Africa and the globe.
Comfort Reigns Supreme: The Cultural Shift
The journey to this comfort-first revolution began subtly during the COVID-19 lockdowns. As the world paused, heels were abandoned at the bottom of wardrobes, making way for slippers and ergonomically designed sneakers. With millions worldwide affected—over 7 million global deaths reported—many questioned the importance of returning to old styles marked by discomfort.
Influencers soon picked up on this new mindset. In place of sky-high stilettos, they showcased ballet flats, Mary Janes, and understated kitten heels on their timelines. The world’s biggest designers—Miu Miu, Chanel, The Row—followed suit, sending models down the runway in sleek, flat footwear and minimalist heels, cementing comfort as the new fashion statement.
According to recent retail figures and Instagram trend-watchers, 2024 marked the year of the flat. Sales of Mary Janes and ballet flats reportedly spiked, surpassing even the wildest expectations set by their heeled counterparts. In 2025, glamour has not disappeared—it now comes in practical forms that put foot health on equal footing with elegance. The new mantra: pain is firmly out of style.
The Rise of “Practical Chic”
For decades, stilettos were synonymous with femininity and power—a legacy fuelled by Nollywood’s most stylish heroines and fashion magazines, not to mention global entertainment icons like those in “Sex and the City.” But the times have changed. The “soft life” movement—a philosophy that values ease, wellness, and financial independence—is reshaping priorities for today’s women across Nigeria and Ghana.
No longer is there a need to compromise. Women are curating versatile wardrobes with pieces that serve every aspect of their lives—from work to weddings and everything in between. The new staples must transition seamlessly between multiple roles, affording both flair and freedom.
Flats have gone from basic to bold: think quilted leathers, shimmering metallics, and futuristic sculpted soles. A new hybrid has emerged—the “sneakerina,” a blend of ballet flat and sporty sneaker—that is making waves from Nike to Miu Miu, even sparking innovations from athletic brands like Puma.
Kitten Heels: The Sneaky Power Shoe
Zara Kitten Heels
Kitten heels strike the perfect balance between comfort and sophistication. Originally emerging in the late 1950s as a more approachable alternative to high stilettos, kitten heels were quickly embraced by style icons seeking a dash of elegance minus the instability. According to fashion historians, the beloved Christian Dior was pivotal in popularising this style.
Today’s designers have reimagined kitten heels with a modern twist. Brands like Amina Muaddi, Mach & Mach, Zara, and more are introducing collections that dabble in creative cutouts, metallic sheens, and bold jewels—making each step a statement of capability and comfort. Lagos-based fashion consultant, Amaka Odili, says, “In Nigeria, women want shoes that can follow them everywhere—market runs, work, dinner—without slowing them down. Kitten heels have become our silent power move.”
Why Women Are Choosing Comfort
This new era of fashion is anchored in something deeper than shoe styles—it’s about a conscious embrace of self-care and practicality. Across Lagos, Abuja, Accra, and other major cities, women cite mental health, physical wellness, and lasting value as top style priorities. According to a 2023 survey by the Nigerian Bureau of Statistics, over 60% of young urban women reported comfort as a deciding factor in fashion purchases.
Economic realities also play a significant role. With inflation and cost-of-living pressures biting, practical investments are key. Timeless pieces like versatile flats or kitten heels, which pair effortlessly with both Ankara and western fits, become worthwhile purchases with higher cost-per-wear benefit, compared to less practical pieces that only suit special occasions.
In the professional sphere, stiff corporate dress codes are gradually giving way to “smart casual” looks that prioritise functionality. As local HR manager Chinyere Okoye notes, “The modern Nigerian office welcomes authenticity, mixing style with a healthy respect for comfort.”
Pop Culture Is in on It Too
Pop culture, both local and global, continues to shape trends. Whether it’s seeing Nollywood actresses in elegant mid-heels or spotting international icons like Zendaya stepping out in chic kitten heels, the new wave is evident. Popular supermodel Bella Hadid’s choice of mesh ballet flats has been widely shared, while digital influencers champion the balletcore aesthetic, turning simple flats into style essentials on platforms like TikTok and Instagram.
Zendaya
The generational shift is clear. Gen Z, who favour thrifted finds and value authenticity, are not interested in painful fashion traditions. Their message—anchored in the belief that looking good starts with feeling good—is being adopted by Millennials and Gen X alike. Senior designers and brands—Bottega Veneta, The Row, Miu Miu—are phasing out towering styles in favour of prettiness with practicality. From slip-on mules to sleek boots, low heels now own the moment.
Patent leather slingbacks with buckles
We are living through an era where comfort and confidence walk hand in hand. Status and luxury are no longer measured by how high you can stand on a heel, but by the authenticity and ease you express. The old rules—where desirability meant discomfort—are rapidly falling away. As many style watchers have observed, the rise of flats and kitten heels is less of a trend and more of a stylish revolution.
This isn’t just a comeback—it’s a coup against uncomfortable traditions and fashion norms. The power, for women everywhere from Lagos to London to Los Angeles, now lies in showing up as your most confident, comfortable self.
The reign of painful fashion has ended. In its place is a new age—where confidence means comfort, and versatility is king.
So as you sift through your wardrobe and wonder which pieces are worth another season, remember: the “revenge” of kitten heels and flats is not a passing fad—it’s the new gold standard for those who set the agenda in fashion across Africa and beyond.
