African Fashion Expands Globally
Bold. Beautiful. Bright. Eye-catching. All of these words and more can be used to describe African fashion. Undeniably beautiful, it has rising global appeal, making those who are looking for new fashion frontiers seek African designers for something fresh. Countries at the forefront are Nigeria, South Africa, Ghana, Kenya, and the Ivory Coast, who are all making strides in retailing, as well as devising clever visibility strategies. Spurred by low start-up costs and a demand for high-quality fabrics, fashion design in Africa is continually attracting international attention.With platforms such as Africa Fashion Week and FAFA, labels are gaining media attention that is vital to exposure. With so many new designers emerging, stereotypes are being shattered and perceptions are shifting. Possessing a rich and varied culture, Africa is not to be put in a box, but rather celebrated for all of its creativity, which is finally getting a chance at worldwide acknowledgment.
Rather than stick to the traditional wrap around skirts with matching tops and head wraps, many designers are opting for the more contemporary – using vibrantly patterned ankara fabrics to create body-hugging jumpsuits, pencil skirts, and strapless, form-fitting dresses. Vibrant colors are being mixed with tribal-like patterns and motifs, which create a daring and unique look.
Blending classic with young and edgy is designer Lanre Da Silva-Ajayi, who has a label that is a favorite among celebrities and fashion lovers. Then there is British-based Tsemaye Binitie, whose Pre-Fall 2015 collection is a mash-up of strength and glamour. Known as the “Maask” collection, it showcases pieces that are soft and feminine, with African masks printed on the fabric. Frayed accents are also on display, along with minimal cutouts and fringe detailing.
Dauntlessly carving new fashion frontiers, African designers are forcing the world to take note, creating adventurous and vibrant clothing that stretches far beyond what Westerners have come to expect. As Africa continues its fashion-forward expansion, new ideas are coming to fruition, such as the future launch of a “Botswanan Vogue,” which is currently in the works by fashion duo GaTsh Fros.
Among the countries flourishing is Nigeria, who is quickly gaining a name for itself as a creative hot spot. Steadily thriving in the fashion sector, it is producing a large number of designers who are being carried in multi-brand boutiques. Online shops are another platform, and many are actively seeking Nigerian talent. Also on the rise is Kenya, who has an international reputation for skillful weaving, beading, and textile design that both inspires and attracts admiration.
In comparison is South Africa, which has seen an explosion of contemporary fashion design. Instead of looking outward, South African designers look within, bucking the trends that are overseas for local dress styles with a unique flavor.
Continually breaking new ground, Africa has become an emerging fashion industry. Not only are they inventive in their designs, but also unafraid to take chances. The future is very bright for African fashion, and with it comes an emergence of long overdue global recognition.
