fashion A F R I C A
A Celebration of Contemporary African Fashion
conte 3
African Fashion: The New Generation
15
The people’s opinion
18
Africa Fashion Week London: On The Move
ents 22
Burberry Afrocentric 2012 Collection
24
Vlisco
28
Celebrities go Afrocentric
African Fashion: The New The African fashion industry has come of age and is growing stronger. As the established fashion Africa’s finest’s make their way for the new generation of African talents that pride themselves in their good representation of African inspired fashion, from the models to the fashion journalists/bloggers and designers, we present a countdown of 5 young Africans who are taking African fashion to the next level.
Gloria Wavamunno
Gloria Wavamunno is a Uganadan designer, born in London, 1989, who created her label in 2009. Before launching her label she had previously interned for Ozwald Boateng. Her designs celebrate the girly female boasting sexy and modern cuts and sometimes fusing African prints to create modern pieces. She has since opened a flagship boutique in Kampala, Uganda.
Salieu Jalloh
After being scouted in New York in 2008, Jalloh is on his way to becoming a top model fast, at the
age of 21. The model has walked the runway for several top brands including Moschino, Rag & Bone and Givenchy. Vogue Hommes Japan, Dansk and Interview magazine are just some of the publications Jalloh has appeared in. The Sierra Leone native is definitely one to watch out for!
Aisha Obuobi
Aisha Obuobi of Christie Brown (a luxury women’s wear clothing brand) launched her label in 2008. The Accra based designer showed off her first collection in 2009 at the Arise Africn Fashion Week in Johannesburg. She won the AAFW Emerging Designer of the Year Award that year. Her aim is to satisfy the urge of that modern woman who seeks a true taste of Africa. She incorporates traces of African fabrics and prints in her designs. Her unique, colourful jewellery pieces are also beautiful.
Bukki Ojo
Bukki, a clothing label for both men and women created by 18 year old Bukki Ojo, a young, vibrant, afropunk clothing brand. The brand has become a favourite amongst musicians Davido, Tiwa Savage
Generation
and Labyrinth to name a few. Bukki mixes Denim wear with African fabrics in bold colours and patterns to create unique modern denim pieces. The self-named brand was launced last year. Bukki often sells out at Asos. It will also soon be available at Topshop.
Terence Sambo
Not everyone makes it to the top as a top fashion blogger in this harsh industry. But with Terence Sambo it’s a whole different story. This Nigerian London based blogger behind OneNigerianboy.com has been the source for the latest in fashion and style. Terence studied marketing and has worked as the Men’s Fashion Editor at FAB magazine.
Aisha Obuobi
Gloria Wavamunno
Salieu Jalloh
Terence Sambo
Model: Carl Sackey Photography: Nicholas K. Asamoah MakeUp: Lavine O. Boateng Director: Lavine O. Boateng Outfit: Model’s Own
Model: Priscilla Dzodzome - Lassey Photography: Nicholas K. Asamoah MakeUp: Lavine O. Boateng Director: Lavine O. Boateng Outfit: Model’s Own
“African Fashion, as a young black woman of African origin I was never really interested in African Fashion, for me growing up it appealed more to the older geration, in fact even wearing anything of African Print, would be because I was forced to! Then came the times when your proud of the print and want everything to do with it, all the explosion of colours, different textures, the fashionable styles people now wore then seeing it being sold online and being worn on the catwalk was just a confirmation of how amazing and fashinable African Print is. African Fashion has come a really long way and seems to be on the uproar rather than anything eles, there is definately alot to look out for! I like the fact that every print is Unique, every print really tells a story not just of the creator but its origin!”
“Hmmm I think its being integrated into the current fashion and trends. Its become a popular trend that is mixed well with the western trends.”
Muriel Obeng, 23 Fraud and Compliance Analyst
“A lot of designers now use african cloth in their collections such as Marni where every collection he uses thi green brown print which could be found in Ghana. Just looking at the current trends, fashion etc it had made room for a lot of young designers to show their talent. And the younger generation has realised there’s a gap in the market when it comes to african fashion so they then decided to use african cloth and make it more trendy and younger so it appeals more to the younger generation. Celebrities such as Beyonce, Alicia Keys, Solange, Amber Rose etc have contributed towards this.”
“Well in my opinion I’d definitely say that African fashion has largely progressed over the years. It has become more mainstream and has been incorporated with newer designs. I think that African fashion is gonna be big in the next couple of decades, new doors are yet to be opened for african fashion. In big time stores.” Priscilla Dzodzome-Lassey, 18 Student
“I think it has been influenced by western fashion and will increasingly blur the line hence african fashion will also have a big impact on western designers.” David Amponsah, 25 Investment Fund Administer
Sylvia Arthur, 25 Insurance Advisor “Its bold, eye catching. In the next decade shud be a household name. Among retailers. Defo summer spring collections.” Lucy Nheta, 23 Graduate “Its becoming more and more popular and accepted. Hopefully mainstream.” Edwin Anderson, 25 Computer Engineer
Nancy Ankamah, 25 Sales Consultant “African Fashion has come a long way but has not met its full potential. African Fashion Week gave designers and brands the opportunity to showcase their product, but I felt like there was still something missing. The location for the event was perfect, it attracts a diverse range of people. However, I felt like this was missing at AFWL. It needs to attract more ethnicities, in order for it to make a break in the fashion industry. For the future, maybe different platforms should
be used in order to attract different people. Overall its a great event and I can’t wait to see how it grows and hopefully it becomes as big as London Fashion Week!!!!” Franklin Agyeiwaa, 26 OCC-Resource Planner “It could go far. But They should stop sticking African prints on already made bags and shoes and calling it fashion. They must come out with innovative ideas.” Yaw Poku Adu-Brobey, 23 Businessman “Bold, vibrant, unique, versatile.” Pearl Narh, 16 Student
In your own words what do you think about African Fashion in the 21st Century and where do you think it could be in the next decade?
On the Move...
AFWL 2012 IT’S RAINING AFRICAN PRINTS!
Africa Fashion Week London was birthed in August 2011 where 50 designers were showcased to an audience of over 4,000 in London. Originally, it was birthed many months before the first model set foot on the runway with the aim to provide an international platform for African and African inspired designers. A year on they took AFWL 2012 to Spitalfields Market Hall where they showcased the designs and creativity of 60 African inspired designers, with equal as much excitement as AFWL 2011.
The African fashion industry is one which is now up and coming across all borders of the world. One way in which this is done well is by the emergence of organisations such as AFWL and other leading markets which allow and portray vivid imagery of African beauty to be heard, taught, bought and displayed in different areas of the world. Fashion may seem to have its idealistic description of a very expressive or elaborate form of individualism through materials. However, after going to West Africa the fashion norm has somewhat been turned and styles and designs have become tailored to the need and want of the customer showing that the trend of following fashion is disintegrating.
Burberry get afrocentric inspired - 2012 resort collection Burberry another big brand have joined the afrocentric train with their 2012 resort collection which uses strong african prints to create a diverse mix of exciting yet functional pieces.
Vlisco has been designing and producing colourful fashion fabrics that form an essential part of the livey West and Central African culture since 1846. Vlisco has a native sense of the expressive and creative strength of African consumers and for generations has achieved and inspired her passionate clients with unique designs. The Vlisco brand is represented by four core values: Elegance, Imagination, Class and Quality. The Vlisco strategy is aimed at allowing the well-off African woman to experience the brand in all her apperance. Vlisco also aspires to gain the loyalty of the younger generation.
‘Silent Empire’: Vlisco First Fabric Collection 2012
African inspired fashion has been a mainstream since 2012 and has received a huge presence in the runway at fashion shows all over the world. It has also been very popular with celebrities. African prints were perceived as having no glamour value or fashion importance. It was a regular fabric that would not get a second look. Untill Ovation magazine popularized the trend locally in 2002 and every lifestyle magazine had a feature on African prints, especially the Ankara.
Lady Gaga
Solange Knowles
Fergie
Gwen Stefani
Kelis
Kim Kardashian Eva Pigford
Rihanna
Beyonce Knowles