5 minute read
FASHION AND LIFESTYLE
FASHION AND THE INFLUENCE OF THE AFRICAN CULTURE
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This definition by Shiona Turini, a freelance stylist and consultant, is perhaps my favourite description of the term. It doesn’t limit it to a social concept; instead, it describes it as a form of self-expression.
Just like every form of self-expression, it cannot be cornered into a box. Metaphorically, we can de-scribe it as a language that we all speak differently; hence the classification into styles like corpo-rate, grunge, vintage, chic, etc.
Fashion is like art, and like every art form, people interpret it personally — that’s where the beauty of fashion lies. It is this different expression that we call ‘style’, the soul of fashion. Just like a paint-ing, it helps you express yourself and connect with people.
The fashion world, much like every other sector in the world today, has gone through a lot of changes, and not just on the aesthetic or cultural side; the legal, political, and administrative side of fashion has witnessed changes as well. For instance, there are a few styles that used to be consid-ered uncool that are the rave now. One of such is oversized clothing. The same is true for indigenous fashion where native prints like Ankara and Adire are making a strong comeback, especially since they’re being fused with contemporary styles.
We can’t really say where fashion is headed in the next decade or two, but if we’ve learnt anything so far, it is to keep our options open. It is an amazing world and anything, absolutely anything can find its way in or back into the mix.
THE INFLUENCE OF AFRICAN CULTURE ON FASHION
Culture strongly influences the kind of designs and styles people love to wear. This is so important because through clothing individuals establish their personal styles and their place in society.
For instance, most Africans are connecting more with African designs that tell the story of their cul-tural heritage. This is because a lot of African designers are changing the narrative by telling stories that connect with their African heritage.
They are beginning to explore more techniques and fabrics in Africa. By doing so, they are able to create pieces that make their stories more authentic and rich.
It is a thing of pride to watch this unfold as some years back people focused mainly on the fashion narrative of the western world and mostly bought clothes made by them.
Nigerian Brands like NKWO and Emmy Kasbit constantly use local techniques and fabrics to make their pieces. NKWO was able to create a new fabric named Dakala Cloth using Africa’s long tradi-tion of cloth weaving; talk about innovation.
This here is mindful fashion as they apply ethical measures while producing their collections. It has also been well received by the indigenous people as well as on the global scene causing more people to embrace the African culture.
Brands like Tongoro of Senegal tell their stories using the media, presenting Africa in a very beauti-ful light. In her documentary “Made in Africa” which ran for about thirty minutes, Sarah Diouf, founder of Tongoro was able to showcase the beauty of Africa, showing the rich cultures and vi-brant colours that make the continent beautiful.
She took us through the process of producing in Africa and how she draws inspiration from the dif-ferent cultures that surround her. The documentary embodied the spirit of Africa, It was evident that Fashion truly embodies the culture of the people; reflecting their lifestyle and personalities.
Anifa Mvuemba founder of the women’s wear brand, Hanifa, uses her platform to tell stories of the illegal coltan mining in the Democratic Republic of the Congo where she is originally from. She was mostly inspired by the traditional styles and prints worn by her mom.
In her interview with Business Insider Africa, she said “I learned about my Congolese heritage mostly from my mom and the traditional styles and prints she would wear. For me, it was important to showcase this in my clothing from a unique perspective based on the cuts and structure of our tra-ditional garments…”. On May 22, 2020, Anifa pioneered a 3D Digital fashion show which was a gamechanger in the fashion industry.
These African designers are true representatives of the new fashion trend in Africa where designers are mostly focused on telling their own unique African stories and
infusing these stories into the pieces they sell, giving their customers not just a fashion piece but an experience.
The focus on telling their unique stories has resulted in them creating freely without being guided by the fashion calendar of the world at large. The weather in Africa is different, and with the sun out most of the year, designers explore various designs and cuts all year round, with most of the pieces being colourful, breathable, and lightweight to match the weather.
My advice for anyone venturing into this vast, beautiful world of fashion is to approach it with an open mind. Don’t be too rigid in your definition of style because you get to determine what it is to you. In the words of famous fashion brand, Yves Saint-Lauren, “Fashion fades, style is eternal.”
Don’t hesitate to tell a unique story about who you are and your experiences through fashion. As Godson Ukaegbu said in his book, Fashion A Second Language, “A designer is nothing but a com-pelling storyteller who understands the need to tell original tales on unique and rare fabrics”.
Fashion is fun and fearless. The rules are only there to guide you, and if at any point they limit your choices, don’t hesitate to come up with your own. Throw on as much light as you find appealing, let the sun pale in comparison to your shine. but in all of these, stay true to your authentic story.
Etemi is a writer and content creator. She runs a lifestyle blog called Orange and Steel where she writes articles on different aspects of everyday life and also writes fictional stories. Etemi is a fashion designer who is passionate about storytelling. She is launching her fashion brand in March 2022.
