How Bemi Orojuogun Caught the World’s Attention

In the busy streets of London, one woman quietly stands out. At a bus stop, she smiles warmly as the city moves around her. This is Bemi Justina Orojuogun, better known as the “London Bus Auntie.” What started as a simple daily routine has grown into a social media sensation and led to opportunities with well-known fashion brands.

Bemi’s story began far from the streets of London. She was born in Ilaje, Ondo State, Nigeria, and moved to the UK more than 33 years ago. Life in London was steady but private until a personal loss changed her perspective. After her husband passed away, she promised herself she would keep finding joy in life. That promise gave her the idea to record short videos of herself at bus stops, moments of simple happiness she wanted to share with others.

The idea was simple. She stood in her everyday clothes, sometimes adjusting her headscarf or coat, smiling as the buses passed. Her videos quickly drew attention. One clip alone got over 40 million views, and Bemi had built a small community of people checking in just to see if she’d “catch the bus” that day.

Her growth didn’t happen overnight. She posted day after day, rain or shine. People started sharing her videos, making their own versions, and even timing the buses to match her clips. What began as a quiet personal habit became something others wanted to be part of.

Brands soon noticed her appeal. In late 2024, French fashion label Jacquemus reached out. Their campaign fit naturally with her style: no scripts, no fancy outfits, just her, the bus, and a simple sense of style. The campaign drew attention and helped her grow even more online.

Earlier this year, British fashion house Burberry featured her in their “Back to the City” campaign. Bemi appeared alongside other rising models in iconic London spots with double-decker buses in the background. The collaboration showed that she could work with major brands while staying true to herself.

Today, Bemi is still just who she’s always been. While most online buzzes fade quickly, Bemi has built her success by showing up consistently, keeping things simple, and turning ordinary moments into something memorable. And it all started with one woman, a smile and determination