PEABODY — Boye “Bibi” Asenuga remembers the first time she rode through a Massachusetts snowstorm to reach her fashion design classes in Boston. She had just moved from Nigeria, settled in Peabody with her husband, and was pursuing a new dream — one far removed from the law degree she had earned back home.
“I remember crying because it was so cold,” she said with a laugh. “But I felt so welcomed at the School of Fashion Design. That school became my first family in America.”
This June, the School of Fashion Design (SFD) in Boston is welcoming Asenuga back in a new role: board member. Now a nationally recognized fashion designer and founder of the womenswear brand ChicNiCity, Asenuga joins the board alongside fellow designer Melina Cortes-Nmili as the school celebrates its 90th year as New England’s only institution dedicated exclusively to fashion education.
The appointment marks a full-circle moment for Asenuga, who launched ChicNiCity to create stylish, everyday clothing that blends heritage-rich West African prints with modern versatility.
“I wanted to make clothing that represented my culture, but in a polished, wearable way,” she said. “Not costumes. Something sophisticated that anyone could wear in their day-to-day life.”
ChicNiCity has since gained a national following, culminating in an exclusive collection with retail giant HSN. But the journey wasn’t easy. Asenuga recalled long hours, tight budgets, and moments of doubt. “People see the highlight reel,” she said, “but they don’t see the tears behind the scenes. You have to love it enough to keep going.”
Asenuga’s path to fashion was unconventional. After completing law school in Nigeria, she began exploring fashion as a creative outlet and, upon immigrating to the U.S. 23 years ago, pursued formal training at the School of Fashion Design. The school’s hands-on, intimate environment, she said, made her feel “seen and embraced” as a new immigrant.
After completing her studies at SFD and later at New York’s Fashion Institute of Technology, she built a career in product development, working behind the scenes with global brands and eventually launching her own. In 2020, she received SFD’s Distinguished Alumni Award, recognizing her contributions to the fashion industry.
Beyond running her brand, Asenuga has taught professional workshops at SFD and remains a strong advocate for making fashion education more inclusive. As a board member, she said she hopes to expand online offerings to reach more students — particularly across the African diaspora—and to promote underexplored career paths in fashion, such as technical design and product development.
“There’s still a huge void in technical design,” she said. “Not everyone needs to be a fashion designer with a brand. You can be a colorist, a sourcing expert, a production manager. There are so many ways to be in fashion.”
Asenuga’s mission also includes mentoring students of color, immigrants, and working mothers who may not see themselves represented in traditional fashion spaces. “If I had seen someone who looked like me on the board when I first arrived, it would’ve meant something,” she said. “Now I hope I can be that person for someone else.”
She has already begun exploring a potential menswear line based on feedback from customers, including her fashion-savvy son and local supporters. “There’s definitely demand,” she said. “We’re in the process of working on unisex sweatshirts and pieces that are stylish, comfortable, and wearable for men. I want the designs to be fresh but grounded in culture.”
Asenuga continues to split her time between Peabody and Lagos, Nigeria, where she maintains a strong customer base. Her experiences on the North Shore — raising a family, adjusting to cold winters, and navigating cultural differences — influence how she designs for a global audience.
“When I make caftans now, I shorten them, make them wearable with sneakers,” she said. “American women live fast-paced lives. They need pieces that work for them. But I still want the prints to start conversations.”
In her new role, Asenuga said she’s eager to help shape the next generation of designers — one that reflects the world she sees every day.
“I believe in starting small and thinking big,” she said. “That’s how I got here. And that’s what I want for every student walking into that school.”
