Imani Evans Wants Every Campaign to Make Room for Afro Hair

The content creator, model and Tempting Fortune star is using every campaign, series and spotlight to show that Afro hair belongs at the center of fashion and beauty.

Imani Evans has never asked her hair to blend in. The British content creator, model and presenter has spent more than a decade building a devoted community on Instagram and TikTok with fashion, lifestyle and beauty content that champions body positivity, confidence and self-love, and her signature Afro sits at the center of all of it. Her bold, unapologetic personality has made her a favorite among her followers, and her hair has become the clearest expression of the message she carries into every room.

That message has already made history. Evans was the first Afro model to shoot with British retailers Ann Summers and Dorothy Perkins, two household names in UK fashion, and she treats each of those moments as part of a much larger mission. “Boldly rocking my Afro is super important for me when I’m working with brands,” she says. “It’s a statement that Afro hair deserves to be in every space and I’m committed to making that a reality.”

A Crown Made for Every Campaign

That commitment guides the partnerships she accepts. Evans stays true to herself and speaks up whenever something does not align, which is why her favorite brands to work with are the ones that champion a wide range of people and embrace the boldness of Afro hair. Every campaign she books carries that standard with it, placing a full, natural Afro in front of the large audiences those brands reach and giving women with hair like hers a reflection they can recognize.

Her approach to brands is as intentional as her standards. Evans believes opportunities come to creators with a recognizable personal brand, yet she encourages women not to wait for them. “Having the confidence to ask for the things you want is one of the best skills you’ll ever learn,” she says. Once a brand says yes, she sets out to over-deliver, a habit that brings her personal joy and has earned her a reputation for being easy to work with, the kind of reputation that keeps partners coming back.

Afro hair deserves to be in every space and I’m committed to making that a reality.

Imani Evans

Imani Evans and the Joy of Fluff My Fro

Her hair is also the star of some of her most-watched content. Her Fluff My Fro series has drawn millions of views, turning a styling ritual into a celebration of volume, texture and shape that viewers return to again and again, while her Rate My Shoes series and a viral serenading trend have carried her reach even further. Imani Evans calls this her best year yet in content creation, and she credits a decade of consistency. “Content compounds over time so every piece of content that I’ve posted over the past 10 years was all building towards the successful year I’ve had,” she says.

Repetition, she has learned, is a strength rather than a risk. Some creators worry that a format can become too familiar, but Evans has found that audiences love returning to a video style they already enjoy. Joy remains the filter for everything she makes, and it is the foundation of the feel-good reputation she has built. “My goal since the beginning has been to only create content I enjoy making and would enjoy watching,” she says. “It has to be fun otherwise I’m not interested!”

Grace in the Spotlight

Evans brought that same energy to Tempting Fortune on Channel 4, whose second season won Best International Reality Show 2025 at the National Reality TV Awards. The national spotlight also brought a wave of online criticism during and after the series, and she met it with the perspective of someone who has been visible online for more than 10 years. “I fully understand the concept of short lived rage,” she says. “People enjoy having someone to point their anger towards for a while and then they move on to the next person, brand or thing.”

For Evans, self-confidence is an essential quality for anyone in the public eye, because some people will be angered simply by your existence. Her answer is to let that negativity pass over her head, press the block button and keep creating for the community that shows up for her.

Confidence, Fully Charged

The confidence her followers see on screen is something Imani Evans protects carefully off-screen. “I don’t want to pretend to be happy, confident and vivacious. I need it to actually be true,” she says. That means knowing when to switch off, when to take time for herself and when to connect with the people she loves, so that she can show up for her audience in a way that feels genuine.

Confidence isn’t about being able to put on a show all the time. It’s about knowing yourself fully.

Imani Evans

Her definition of confidence ties every part of her work together, from the campaigns that made history to the series that made millions smile. “Confidence isn’t about being able to put on a show all the time,” she says. “It’s about knowing yourself fully and being comfortable enough to make the right choices without the need for permission.” For a woman who brought her Afro front and center into some of Britain’s best-known brands, waiting for permission was never part of the plan.