“This Year Has Been the Hardest” – Social Media Reacts as 44Clothing CEO Laments Being Broke After BBL Controversy

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Popular Nigerian fashion entrepreneur and CEO of 44Clothing, Onyeka Evelyn, popularly known online as @evelyncute22, has sparked reactions after sharing an emotional video about her financial struggles.

In a now-viral Instagram clip, the businesswoman broke down in tears while lamenting about being broke and having nobody to turn to for support.

According to Evelyn, the current year has been one of the most difficult periods of her life financially and emotionally.

“People will never help you when you’re broke,” she said tearfully in the video.

The emotional moment quickly generated conversations online, with many Nigerians recalling how the fashion entrepreneur shut down her Lagos-based clothing brand, 44Clothing, in January 2026 due to low sales and business difficulties.

At the time, the announcement surprised many followers because the brand appeared popular on social media.

However, weeks after closing the business, Evelyn became a topic online again after undergoing 360 liposuction and BBL surgery, a move that attracted criticism from some Nigerians who questioned the timing and cost of the procedure.

Following her latest emotional video, social media users shared mixed reactions, with some sympathising with her struggles while others referenced the cosmetic surgery controversy.

One user wrote:

“Running a business in Nigeria, you will have to be mentally, spiritually and physically strong!”

Another commenter questioned:

“But she did BBL this year nau? Broke people don’t do BBL.”

Others argued that financial hardship means different things to different people and urged Nigerians not to judge too quickly.

“Well being broke means different things to people sha, maybe she doesn’t just have lifestyle money again but she will be alright,” another user commented.

Some social media users also pointed out the harsh realities many entrepreneurs face while trying to sustain businesses in Nigeria’s current economic climate.