Journal of African Studies and Sustainable Development

In the realm of visual storytelling, costume serves as a vital element of nonverbal communication, conveying layers of meaning that often transcend spoken dialogue. As a semiotic tool, costume functions as a visual language through which filmmakers communicate cultural values, social hierarchies, emotional states, and narrative shifts. Within the Nigerian film industry—popularly known as Nollywood, costume plays a particularly critical role in articulating cultural identity, social status, generational dynamics, and ideological conflict. Kunle Afolayan's A Naija Christmas (2021), a contemporary Nigerian holiday film, exemplifies the dynamic use of costume as a communicative device. Characters' attire reflects generational perspectives, religious values, and personal identity struggles, communicating internal conflicts and societal expectations without reliance on explicit dialogue. This paper explores how costume functions as a form of nonverbal communication in A Naija Christmas, analyzing how visual attire supports character construction and advances broader socio-cultural commentary. Anchored in nonverbal communication theory and film studies, the analysis highlights how traditional vs. modern costumes, visual symbolism, and sartorial shifts throughout the film communicate emotional and ideological transformations. By examining the intersection of fashion, identity, and storytelling in Afolayan's work, the study affirms costume's central role as a visual narrative device in African filmmaking and underscores its power to shape character development, thematic interpretation, and audience engagement.

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