African Fashion Equals big business

Vlisco

“The retail landscape is changing, (digital) media have changed a lot and new generations of African women, although they are very much inspired by what’s happening in the world around them, find it important to still show something of their own African identity,” she said. It’s her belief that the ‘mix’ between western influence and appealing to African roots is what makes the Vlisco brand very attractive.

Nevertheless, it is impossible to talk about African fashion without examining its current position on the global fashion map and market. Today, Africa can boast of a talented generation of designers who are creating an array of contemporary and traditional styles that appeal to national and international ‘fashionistas.’ With designers like Tiffany Amber, described as revolutionising the fashion industry in Nigeria. Mustafa Hassanali, a celebrated Tanzanian designer, for who fashion is a religion that is to be pursued,  Stoned Cherrie, one of South Africa’s most recognised fashion brands and Zed Eye, and UK-based Nigerian designer, who can count Kelis, among her clients, these are exciting times for African fashion. It is bridging cultures and producing trailblazers.

ZedEye

Stoned Cherrie

South Africa is arguably Africa’s fashion capital with over three premier fashion weeks every year, including Cape Town, Durban and Joburg fashion Weeks. According to Business Day, one of South Africa’s leading business newspapers, as of 2010, the ‘South African textile and clothing industry employed 200,000 people and had annual sales of R20bn, which accounted for 15 percent the nation’s formal employment and was identified by the government as a key sector for economic growth.’With the exception of South Africa, when it comes to the monetary value, there are no specific figures for the African industry’s worth as a whole but Shobanjo says it is potentially worth billions of dollars. She uses the example of SUNO New York, which produces out of Kenya using SOKO Kenya, a co-op that involves local artisans. It recently partnered with ASOS for its Autumn/Winter 2011 collection. It is Shobanjo’s belief that more initiatives like SOKO Kenya, is what Africa needs because it “drives global exports while creating fair employment for locals. If we get this right, I have no doubt that the industry could be worth billions in a short space of time.”

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