www.africafashionweeklondon.com
AFRICA FASHION WEEK LONDON
SCAN ME
ISSUE 01
2012
E E FR
AFWL 2012
Dear Guests,
A
frica Fashion Week London was birthed in August 2011 where 50 designers were showcased to an audience of over 4,000 in the heart of London. In truth, 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 in 2012 we bring you the second edition of AFWL with equally as much excitement as we had a year ago. This year we have taken AFWL to Spitalfields Market Hall where we will be showcasing the designs and creativity of 60 African inspired designers. As a supplement to this year’s event, we are also launching the first issue of Africa Fashion Week London free magazine which can also be viewed via our website www.africafashionweeklondon .com As Africa Fashion Week London team, we are proud of African fashion and our aim is to project it to a global audience. If you appreciate African inspired fashion, please take a minute to like our page Africa Fashion Week London on Facebook and follow us on Twitter at @africafwl I would like to take this opportunity to express a thank you to all those who played an invaluable role in making AFWL 2012 a success. Kamari and CJ (my brothers), Sola O Mr. Mahogany, Suby and Sinem of S Two PR, AFWL 2012 Team Josette, Eki, Elizabeth, Florence, Esther, Jo, Jade and the team of talented contributors and last but never the least, my daughter for being very tolerant and supportive. Yours truly,
Ronke Ademiluyi
AFRICA FASHION WEEK LONDON www.africafashionweeklondon.con info@africafashionweeklondonuk.com Ƶļ IJĴIJĵ ĴijĹ IJĺĴĴ ȇėļ ȂȇȘȍ ȕĩĝƵƵĚĥļ ȂěĥĝĘĖěĩĠ
EDITORIAL CONSULTANT Elvis Udegbe
CONTRIBUTORS
#POEJ #JMBMB r 4BMJNBU ,BI r 7JOKFSJ .BLBOEJXF r .JB /JTCFU 7FSPOJDB /ZBOUBLZJXBB r +VBOJUB 3PTFOJPS r 5FSFODF 4BNCP r (MPSJB 8BWBNVOOP
Cover credits
Model: Bunmi Ademoya for Isis Models Designer Keto Cutoure
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AFRICAN FASHION WEEK LONDON 2012
AFWL 2012
FROM L-R: Eki Izevbigie, Elizabeth Eldimaa, Esther Areola, Joanne Chew, Josette Matomby
Meet the team Č‚ Ä Ä˘Ćľ ÄœÄ–ÄŚ ėĚĚĥ ÄŚÄ–Ä?Ä™ ĖėĢħƾ Ģħļ ęĚČÄ?ƴĥĚļČ ėħƾ ÄŠÄœÄ–Ćľ ĖėĢħƾ ĆľÄœÄš ƾĚĖơď ȉĚļĚ ÄŠÄš Ȁĥę Ģħƾ Ä– Ä—Ä?Ćľ ơĢļĚ ĖėĢħƾ ĆľÄœÄš ÄŁÄšÄ˘ÄŁÄ Äš ėĚĜÄ?ÄĄÄ™ Č‚Č‡Č˜Č?Äą Č˜ÄœÄ˘ Ä–ÄĽÄš ĆľÄœÄšÄŞÄŹ Č˜ÄœÄ–Ćľ Ä–ÄĽÄš ĆľÄœÄšÄ?ÄĽ ĆľÄœÄ˘Ä§Ć´ÄœĆľÄŚ Ģĥ ȂěļÄ?ĘĖ Ä›Ä–ÄŚÄœÄ?Ģĥď Č‚Ä Ä Ä?ÄŚ ÄĽÄšÄ¨ÄšÄ–Ä ÄšÄ™ ÄœÄšÄĽÄšÄąÄąÄą
Esther Areola careers@africafashionweeklondonuk.com
Why did you decide to be involved with AFWL? I wanted to be a part in AFWL because from the moment I heard about the show in 2011 I was captivated. I wanted to be a part of something culturally inspirational and also bring my skills and knowledge on board, work with some fantastic individuals and see this year’s event flourish. What four words encapsulate African fashion to you? I’m a lady of many words so this is hard but I think it’s all about culture, colour, freedom and fun! What designer are you most looking forward to seeing at AFWL 2012: That’s hard, but I think Adebayo Jones is going to bring something special to the TIPX "MTP &MMB (BCZ BSF JOTBOF (in a good way of course)
Elizabeth Eldimaa
basically fell in love with the concept. I think it’s about time an event showcased talented (and sometimes under valued) fashion designers in the UK and abroad who are Africans or influenced by Africa. What four words encapsulate African fashion to you? 7JCSBOU creative, strong and sadly underappreciated (well outside of Africa) What designer are you most looking forward to seeing at AFWL 2012: I’m looking forward to seeing all designers on the catwalk; some designers are showcasing for the first time and have put all their years of “ideas� into this one collection. Others have a wealth of experience and I’m looking forward to witnessing how their designs have evolved. My favourite however is Eldimaa 'BTIJPO #JBTFE .F /FWFS
Eki Izevbigie buyers@africafashionweeklondonuk.com
elizabeth@africafashionweeklondonuk.com
Why did you decide to be involved with AFWL? When first approached with the concept, my first thought was “about time�! I think an event like this is long overdue so I
Why did you decide to be involved with AFWL: I came along to AFWL 2011 and was so impressed! I’m all about fashion so it was an easy decision to become involved. I really wanted help build up
AFRICAN FASHION WEEK LONDON 2012
the profile of African and those inspired by Africa. I love the concept behind AFWL; it’s unique in that we are able to give these designers a platform to showcase their work. It’s a show for everyone – not just us Africans! What four words encapsulate African fashion to you: This is HARD! African fashion is so much more than four words! But I’ll go for original extravagant, colours and sometimes outlandish! What designer are you most looking forward to seeing at AFWL 2012? Anita Qwansah, "EFCBZP +POFT #FCF (SBà UJ Ozora.....the list goes on. I cannot wait for the first model to hit the runway.
Josette Matomby Josette@africafashionweeklondonuk.com
Why did you decide to be involved with AFWL? I love my African culture and am very passionate about fashion. I strongly believe in what AFWL stands for and what it is aiming to achieve for the African fashion industry. I wanted to play an active part in the realisation of that dream.
What four words encapsulate African fashion to you? Simply put, I would describe it as bold, beautiful, rich and inspirational What designer are you most looking forward to seeing at AFWL 2012? I’m a big fan of &MMB (BCCZ m UIJOL UIFTF HVZT are something special.
Joanne Chew Why did you decide to be involved with AFWL? I love working on high profile fashion events and AFWL is the biggest Africa focused fashion event in Europe. I am excited for everyone to see some of the most amazing African designers and exhibitors during the two days. It’s going to be something very special. What four words encapsulate African fashion to you? It’s hard to put in four words but I’ll try! I’ll go with unique, colourful, inspiring and daring. What designer are you most looking forward to seeing at AFWL 2012? I can’t wait to see Anita Quansah’s collection. I saw her collection earlier on in the year I was blown away! Her jewellery pieces are absolutely breathtaking! 5
AFWL 2012
ČƒÄĽÄ?Ć´Ä?ƾƾĚ ČŽÄšÄ?Ä™Ä?ĥƴĚļ Č‡Ä ÄšÄ˜Ä&#x;ĥĚĪğ Carving a Niche for Ghanaian Style & Fabrics in Switzerland ČƒÄŞ ČƒÄ˘ÄĄÄ™Ä? ČƒÄ?Ä Ä–Ä Ä–
ČƒÄĽÄ?Ć´Ä?ƾƾĚ ČŽÄšÄ?Ä™Ä?ĥƴĚļ Č‡Ä ÄšÄ˜Ä&#x;ĥĚĪ Ä?ÄŚ ĆľÄœÄš Ä—ÄĽÄ–Ä?ÄĄ ėĚĜÄ?ÄĄÄ™ ČˆÄĽÄšÄšÄĄ ȎĖơėĖ ȅĚČÄ?Ć´ÄĄÄŚÄ˝ Ä– Ä˜Ä Ä˘ĆľÄœÄ?ÄĄĆ´ Ä Ä?ÄĄÄš ėļĚĖÄ&#x;Ä?ÄĄĆ´ Ä˜Ä§Ä ĆľÄ§ÄĽÄš Ä—Ä–ÄĽÄĽÄ?ĚļČ ƾĢ ƾĖÄ&#x;Äš ȂěļÄ?Ä˜Ä–ÄĄ Ä›Ä–ÄŚÄœÄ?Ģĥ ƾĢ Ä– ĥĚĊ ÄŠÄ˘ÄĽÄ Ä™ Ä?ÄĄ ȔĊÄ?ĆľĆśÄšÄĽÄ Ä–ÄĄÄ™Äą ȉĖĨÄ?ÄĄĆ´ ƴļĢĊĥ ħģ Ä?ÄĄ ČˆÄœÄ–ÄĄÄ–Ä° ÄŚÄœÄš Ä?ÄŚ Ä Ä˘ÄŞÄ–Ä Ä ÄŞ ėħļĥÄ?ÄĄĆ´ ĆľÄœÄš ĆľÄ˘ÄĽÄ˜Äœ Ģě ȂěļÄ?Ä˜Ä–ÄĄ Ä˜Ä§Ä ĆľÄ§ÄĽÄšÄ° Ä?ÄĄ ČƒÄ?ÄĄÄĄÄ?ĥƴĚĥ ÄŠÄœÄšÄĽÄš ÄŚÄœÄš Ä?ÄŚ ėĖČĚęĹ ČŠÄĄ ĆľÄœÄ?ÄŚ ĚơĖÄ?Ä Ä˜ÄœÄ–Ćľ ÄŠÄ?ĆľÄœ ȂěļÄ?ĘĖ Č‡Ä–ÄŚÄœÄ?Ģĥ Č˜ÄšÄšÄ&#x; Č?ĢĥęĢĥ ơĖƴĖƜÄ?ĥĚİ ČƒÄĽÄ?Ć´Ä?ƾƾĚ ĚƸģļĚČČĚČ ÄœÄšÄĽ Ä Ä˘Ä¨Äš Ä–ÄĄÄ™ Ä–ÄŚÄŁÄ?ÄĽÄ–ĆľÄ?ĢĥČ for African Fashion. Bondi: Why did you choose fashion design as a career? Brigitte: I regard myself as being very lucky, to have been born and SBJTFE VQ JO (IBOB 5IF XPOEFSGVM environment of my tribe (the Ashanti-tribe), with a strong sense for art and the rich culture of textile, has a very big influence on me and my work as a designer. As a child, I used to admire all women and men, gracefully wearing their “Kenteâ€? and all those colourful “Wax-Printsâ€?. At the age of six, I then started to dress up my dollies like the grown-ups and never really stopped doing so, the only difference today, is that my dresses are made for “living dollsâ€?. Bondi: Where do you draw your inspiration from? Brigitte: All kinds of shapes, movements, sounds and colors produce feelings in me. Out of these feelings, I’m able to play and add my own creativity. 6
Bondi: Do you see yourself doing collaboration with another designer anytime soon? Brigitte: I feel very isolated in Switzerland, with my work as a designer. It has been a very hard mission, to bring African textile close to the people. The Swiss people seem to be afraid of colors and the African-people living here, prefer to spend their money on European and famous labels. And still, I’ve been very busy doing my own thing that I haven’t come round to think of connecting myself with another designer. Bondi: Knowing how competitive the fashion industry is, what struggles have you faced and what kept you going? Brigitte:I hope strongly, that time will change and that people in Europe soon will remember to wear colors to brighten up our good moods. I’m tired of years and years of black and grey and black!
Bondi: What should we expect from your new collection? Brigitte: All of my designs are unique and made by request. Unfortunately most of the pieces are with their owners. My time has been too short to work on a new collection. I hope by next year, I should be able to show more of my work at the AFWL. Bondi: Where do you see your business 5 years from now? Brigitte: Since I haven’t had the chance to open my focus, it is hard for me to say how things will be in 5 years. I hope better than today. Bondi: Are there other aspects of fashion aside clothing you wish to explore in the future? Brigitte: I have a very broad interest for nature, beauty, art, design, music, dance and philosophy. Out of all these aspects, I’m able to create my own art. In my work, I create
for women, men, children, showartists, home-interiors, art-objects for exhibition. Something I haven’t done yet: I would also love to design shoes. Bondi: Why did you choose to showcase your design with AFWL? Brigitte: 4JODF NZ MBCFM i(SFFO Mamba Design� is located in Switzerland, I haven’t found a suitable Platform to present my designs. I have been waiting so long to hear the good news that AFWL has started this Platform for Designers like me. I’m very happy about it Bondi: What inspired your collection for the fashion show? Brigitte: Every single piece I create is like music between me and the material. I don’t really think of a fashion show when I’m working. However, I hope the few pieces I’m going to show, are suitable for AFWL Catwalk.
AFRICAN FASHION WEEK LONDON 2012
AFWL 2012
The House of Adjeiwaah ČƒÄŞ ČƒÄ˘ÄĄÄ™Ä? ČƒÄ?Ä Ä–Ä Ä–
ČŠÄ› ĪĢħ™ļĚ Ä Ä˘Ä˘Ä&#x;Ä?ÄĄĆ´ ěĢļ Ä– Ä›Ä–ÄŚÄœÄ?Ģĥ Ä Ä?ÄĄÄš ĆľÄœÄ–Ćľ Ä—Ä ÄšÄĄÄ™ÄŚ ȂěļÄ?Ä˜Ä–ÄĄ ÄŠÄŠ ÄŠÄ?ĆľÄœ ĆľÄœÄ–Ćľ Ģě ĆľÄœÄš Č˜ÄšÄŚĆľ Ä?ÄĄ Ä– ÄŚÄ˘ÄŁÄœÄ?ÄŚĆľÄ?Ä˜Ä–ĆľÄšÄ™ Ä–ÄĄÄ™ Ä˜Ä˘ÄĄĆľÄšĆˇÄŁÄ˘ÄĽÄ–ÄĽÄŞ ơĖĥĥĚļ ĆľÄœÄšÄĄ ĆľÄœÄš ȉĢħČĚ Ģě ȂęĞĚÄ?ÄŠÄ–Ä–Äœ ÄŚÄœÄ˘Ä§Ä Ä™ Ä—Äš Ģĥ ĆľÄœÄš ƾĢģ Ģě ĪĢħļ Ä Ä?ČƾĹ Č˜Ä?ĆľÄœ ĆľÄœÄš ÄŚÄ&#x;Ä?Ä Ä›Ä§Ä Ä˜Ä˘ĆˇÄ—Ä?ÄĄÄ–ĆľÄ?Ģĥ Ģě ȀĥĚ ȂěļÄ?Ä˜Ä–ÄĄ ÄŁÄĽÄ?ĥƾČ Ä?ÄĄ ÄĽÄ?ĘĜ Ä˜Ä˘Ä Ä˘Ä§ÄĽ Ä–ÄĄÄ™ ƾĚƸƾħļĚİ ĆľÄœÄ?ÄŚ Ä Ä?ÄĄÄš Ä–Ä?ơČ ƾĢ Ä˜Ä˘ĆˇÄŁÄ ÄšĆˇÄšÄĄĆľ ĆľÄœÄš ěĚơÄ?ÄĄÄ?ÄĄÄš ėĚĖħƾĪ Ģě ĚĨĚļĪ ĊĢơĖĥ Ä§ÄŁÄŠÄ–ÄĽÄ™Ä ÄŞ ơĢėÄ?Ä ÄšÄ° ȂęĞĚÄ?ÄŠÄ–Ä–Äœ ơĚĚƾČ ĆľÄœÄš ĥĚĚę Ģě Ä™Ä?œĚļĚĥƾ ÄŚĆľÄŞÄ ÄšÄŚ Ģě ĊĢơĚĥĹ ȆĥĞĢĪ ĆľÄœÄš Ä˜Ä˘ÄĄÄ¨ÄšÄĽÄŚÄ–ĆľÄ?Ģĥ ČŠ ÄŠÄ–ÄŚ ÄŁÄĽÄ?ĨÄ?Ä ÄšĆ´ÄšÄ™ ƾĢ ĜĖĨĚ ÄŠÄ?ĆľÄœ ĆľÄœÄš Ä Ä˘Ä¨ÄšÄ ÄŞ ȂęĞĚÄ?ÄŠÄ–Ä–ÄœÄ˝ ȄĹȆĹČ? Ģě Č•ÄœÄš ȉĢħČĚ Ģě ȂęĞĚÄ?ÄŠÄ–Ä–ÄœÄ˝ AFWL: Why fashion design; why is it important to you? Adjeiwaah: It has always been a part of my life and who I am, at first it was a hobby; I would design for friends and family and then one day it hit me that I would regret it later on in life if I didn’t start my own clothing line.
Adjeiwaah: I think the struggle is when people try to fit you into their own style ‘boxes’. This is why I wanted to create a collection called ‘Freedom’; to have the freedom as an artist to design what I feel is in heart. AFWL: /BNF POF DFMFCSJUZ ZPV would love to see wear one of your originals.
AFWL: What inspires you? Adjeiwaah: Majority of the time it is to do with my immediate environment. AFWL: What are your hopes for future international collaboration? Adjeiwaah: I would love to work XJUI +FBO 1BVM (BVMUJFS AFWL: Knowing how competitive the fashion industry is, what struggles have you faced and what kept you going?
Adjeiwaah: I would love to dress Mary J Blige. she is such an inspiration to me she has faced so much adversities but has overcome all of it and manages to still be on top of her game today. AFWL: What should we expect from your new collection? Adjeiwaah: The House of Adjeiwaah’s 2012 Collection is called ‘Freedom’ it is specifically aimed at the fearless youth of today. I’ve dedicated it to them as
AFRICAN FASHION WEEK LONDON 2012
this is a time more so than ever that the younger generation no matter what colour, sex or ethnic background are embracing Africa print and expressing their interest to represent tribal styles. AFWL: Where do you see your business 5 years from now? Adjeiwaah: A reputable and successful designer with my own boutique in both London and (IBOB AFWL: Are there other aspects of fashion aside clothing you wish to explore in the future?
Adjeiwaah: I wanted to set a high standard for myself and I also wanted to get a platform that would allow me to reach out to a varied and wider audience and I knew that AFWL would help me to do this successfully. AFWL: What inspired your collection for the fashion show? Adjeiwaah: I knew that different people of all ages and backgrounds would be attending and I wanted to try and reach out to all of them by creating a collection with a multiple variation of looks.
Adjeiwaah: I love all forms of Art and I studied English Literature and Language and therefore I would love to write a novel or do some fashion writing. AFWL: Why did you choose to showcase your design with AFWL? 7
AFWL 2012
ANKARA: TO THE GLORY OF THE AFRICAN WOMAN Č•ÄĽÄ–Ä™Ä?ĆľÄ?Ä˘ÄĄÄ–Ä Č‚Ä›ÄĽÄ?Ä˜Ä–ÄĄ Ä˜Ä Ä˘ĆľÄœÄ?ÄĄĆ´ ĆˇÄ˘ÄŚĆľÄ ÄŞ Ä?ÄĄÄ¨Ä˘Ä Ä¨ÄšÄ™ ěĖėļÄ?Ä˜ÄŚ ơĖęĚ ěļĢơ Ä Ä˘Ä˜Ä–Ä Ä ÄŞ Čģħĥ ÄŞÄ–ÄĽÄĄ ěļĢơ Ä˜Ä˘ĆľĆľÄ˘ÄĄ Ä–ÄĄÄ™ Ä&#x;ĖģĢÄ&#x;Äą Ȕģħĥ Ä?ĥƾĢ ĆľÄœÄ?ĘÄ&#x; ĆľÄœÄĽÄšÄ–Ä™ÄŚ Ä–ÄĄÄ™ ęĪĚę ėĚĖħƾÄ?Ä›Ä§Ä Ä ÄŞÄ° ĆľÄœÄšÄŞ Ä–ÄĽÄš ĊĢĨĚĥ Ä?ĥƾĢ ěĖĥƾĖČƾÄ?Ä˜Ä–Ä Ä ÄŞ Ä˜Ä˘Ä Ä˘ÄĽÄšÄ™ ěĖėļÄ?Ä˜ÄŚ ÄŚÄ§Ä˜Äœ Ä–ÄŚ Ä&#x;ĚĥƾĚ Ä?ÄĄ ČˆÄœÄ–ÄĄÄ–Ä° Č‚Ä&#x;ĊĚƾĚ Ä?ÄĄ ȆĖČƾĚļĥ Č?Ä?ƴĚļÄ?Ä– Ä–ÄĄÄ™ Č‚Ä™Ä?ÄĽÄš Ä?ÄĄ ČšÄ˘ÄĽÄ§Ä—Ä–Ä Ä–ÄĄÄ™Äą
W
ith the arrival of the colonialists, wax-resist fabrics, originally designed for Asian colonies with similar climes as Africa, such as Indonesia, was imported into Africa. The African relish of colourful fabrics made them an instant success. The methods of fabrication were soon customized and designs adapted to reflect local tradition and culture. The customization came about as a result of an accident. Dutch textile manufacturers, in adapting the Indonesian wax-resist printing method to a dual roller system, experienced a few technical problems. Their method could not remove all the wax from the cloth. This left spots that resisted colour and to make matters worse, when a new colour was added, it would bleed into adjacent colour. The 8
dual-roller fabric was intended for the Indonesian market. But the Indonesians viewed the fabric with its spots and bleeding colours as spoilt and had no use for it. But somehow, the spoilt fabric found its way into the African marketplace and clients fell in love with the cloth, then known as Dutch Wax. What became known as ankara fabric emerged on the scene when the Turks started making a cheaper version. It was named Ankara after the capital city of Turkey; obviously where the fabric was manufactured BOE TIJQQFE GSPN *O /JHFSJB XIP T vast and insatiable market provided an absorption point for the ankara cloth, thus sustaining its production in Turkey, companies such as UAC and Zabadne and Co, were the primary importers of Dutch Wax and later Ankara in the 1970s.
Ankara became the western rival of the adire and other local fabrics. But because the dye was faster and did not stain as much, the locals abandoned their own fabric in favour of the more colourful versions from Europe. Initially ankara was regarded as fabric for the poor. Today, the fabric has undergone a magic transformation to become a choice of the rich and famous. Fabrics which were once considered out of fashion has undergone transformation to become a choice of the rich and famous. Fashion designers are fast coming up with appealing designs to capture the apparel market. The appeal of the finished product depends on the creativity and skills of the designer. Fashion gurus like Lunar, Aimas, Tiffany Amber, MoMo,
(MPTT $SBOCFSSZ BOE *UVFO #BTJ have given a new breath of life to the fabric through their creativity. Today ankara clad models graces catwalks across continents and has won laurels. The fabric has infinite creative applications like shirts, bags, clothes, dresses etc. Available styles and designs are endless. Ankara fabric is now the desired choice of the African woman due to its affordability and flexibility, not to mention comfort ability in being absorbent and amenable to free flow of air, making it an excellent clothing fabric for the steamy tropical climate. With its many virtues, ankara cloth now adorn African women, both rich and less privileged, across cultures and countries in vast arrays of creative designs, prints and colours.
AFRICAN FASHION WEEK LONDON 2012
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AFRICA FASHION WEEK LONDON 2012
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AFWL 2012
ȔĚĨĚġ stylish steps to successfully branding you! ȉĖĨĚ ĪĢħ ĚĨĚĥ ĘĢġĦĝęĚĥĚę ĜĢĩ ĪĢħĥ ěĖĦĜĝĢġ ĘĜĢĝĘĚĦ ĘĢħĠę ħĠƵĝƷĖƵĚĠĪ ĝġȁħĚġĘĚ ĪĢħĥ ģĚĥĦĢġĖĠ Ėġę ģĥĢěĚĦĦĝĢġĖĠ ĠĝěĚĬ
A
t Africa Fashion Week London, one thing you can guarantee is a host of unique designers with signature collections. From bold, bespoke prints to daring cuts, each designer takes their own individual approach to fashion. This principle can be applied to your own wardrobe to secure success in your everyday life. This is a part of what is known as ‘Personal Branding’. Personal branding is a key consideration that can set you apart from the rest of the pack regardless of your lifestyle. So how can you identify your personal brand and make it work for you without a super sized budget.
ȊęĚġƵĝěĪ ĪĢħĥ ğĚĪ ƷĚĦĦĖƴĚ Your clothes always make a statement about you whether it’s intentional or not, so take control of how you’d like to be perceived. Some of today’s well known personalities are very clear in their style. Kate Middleton, Duchess of Cambridge has evolved into a style icon wearing clothing that’s befitting of a member of the royal family whilst being fashion forward. Whilst Jay-Z has conquered multiple business industries without compromising his love for street style, something that’s core to his
identity. If you’re struggling to identify your signature style, have a hunt through your wardrobe, chances are you’ll spot a trend based on the items you’re attracted to.
ȎĖğĚ ĦħĥĚ ĪĢħĥ ĢħƵȀƵ ĝĦ ĖģģĥĢģĥĝĖƵĚ ěĢĥ ĪĢħĥ ĦĚƵƵĝġƴ It’s important that your clothes reflect your style but that they also are suitable for the environment you’re in. For example, neon coloured ripped tights have no place in certain office environments, after all, dressing for a top city law firm is completely different to the dress code at a trendy design company. In that instance, reflecting business’ identity is the priority. This doesn’t mean your personal brand dies a death in the work place. A few choice pieces, perhaps that jewellery or shoes, could still be reflective of your personal style.
ȄĢħģĠĚ ƵĜĚƷ ĩĝƵĜ ĦƵĖģĠĚ ģĝĚĘĚĦ If, like me, you’re a fan of bold colours or patterns you’ll probably realise that too much of a good thing can be overbearing to the eye. Compliment your style with ‘staple’ pieces that should always be in your wardrobe – shirts, trousers etc - in neutral colours.
AFRICAN FASHION WEEK LONDON 2012
ȑĖĪ ĖƵƵĚġƵĝĢġ ƵĢ detail On most job descriptions today, a lot of employers put ‘attention to detail’ as one of their key requirements. One way you can reflect this is through your wardrobe. Whilst it sounds obvious, it’s important to make sure your clothes fit well, are presentable and you’ve paid attention to personal grooming. Being told that you have something on your shirt or a button missing can be distracting for both parties.
Ȃęę Ė ĦģĠĖĦĜ Ģě colour Colours add a little spice to anyone’s day. We can be shackled to greys, navy blues and blacks as they tend to suit any occasion and comfortable but a little colour not only makes you stand out but can also have a profound effect on your mood and that of those around you.
ȔƵĚģ ĢħƵ Ģě ƵĜĚ ĜĝƴĜ ĦƵĥĚĚƵ Ėġę ĜĝƵ ƵĜĚ ĩĚė
to jewellery, who offer great innovations at affordable prices.
Remain ĘĢġȀęĚġƵ Ėġę true This step applies in all aspects of life. When we force certain things, we can end up uncomfortable or unhappy. People can intuitively pick up on this. Being comfortable with your personal style as you step out the door and into the world can automatically give you confidence. So shoulders up; head high! And make sure you always put your best brand forward. Juanita Rosenior is a former journalist and runs her own marketing agency, Afrobase. Afrobase (www.afrobase.co.uk) works with businesses from the black community and brands wanting to target that audience. Follow on Twitter @AfrobaseUK and on Facebook
Sometimes being distinctive means turning your back on the run of the mill high street offers and connecting with independent designers. There are a range of fantastic emerging brands online selling items, from shoes 11
AFWL 2012
ȕȉȆ ȘȐȎȂȏ WHO STARTED IT ALL ȐĥĝƴĝġĖĠĠĪ ĠĖħġĘĜĚę ĝġ ĴIJIJĵİ ƵĜĚ ȄĖģĚ ȕĢĩġ ȇĖĦĜĝĢġ ȘĚĚğ ĜĖĦ ėĚĘĢƷĚ ȂěĥĝĘĖ Ħ ĠĖĥƴĚĦƵ ƴĖƵĜĚĥĝġƴ Ģě ěĖĦĜĝĢġ ƵĖĠĚġƵ Ėġę ĝĦ ƵĜĚ ĝġĦģĝĥĖƵĝĢġ ěĢĥ ęĢƶĚġĦ Ģě ĢƵĜĚĥ ěĖĦĜĝĢġ ěĚĦƵĝĨĖĠĦ ĖĠĠ ĢĨĚĥ ȂěĥĝĘĖı Ȋġ ƵĜĝĦ ĘĜĖƵ ĩĝƵĜ ȅĥı ȑĥĚĘĝĢħĦ ȎĢĠĢĝİ ƵĜĚ ěĢħġęĚĥ Ėġę ȄȆȐ Ģě ȂěĥĝĘĖ ȇĖĦĜĝĢġ ȊġƵĚĥġĖƵĝĢġĖĠİ ĢĥƴĖġĝƶĚĥĦ Ģě ȄĖģĚ ȕĢĩġ ȇĖĦĜĝĢġ ȘĚĚğİ ĦĜĚ ĥĚĨĚĖĠĦ ĜĢĩ ĝƵ ĖĠĠ ĦƵĖĥƵĚęı Africa Fashion Magazine: Can you tell us a little bit about your beginnings? Where you come from? Lifestyle; etcetera. Dr. Precious: I grew up in a loving family in the townships of Soweto in Johannesburg. I am a medical doctor by trade and opened one of the 1st women’s clinic in Johannesburg. AFMAG: Did fashion play a big role in your life as a young girl? Dr. P: It did to certain extend. (SPXJOH VQ * XBT OPU UIF NPTU
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fashion forward girl but I always paid attention to my outfit. Soweto is such a unique place in terms of fashion. I learned a lot from the women around me when I was living there. AFMAG: What role does African fashion play in your everyday life? Dr. P: African fashion is a big part of my life. I strongly believe in the talent of African designers and their aesthetic. They have an ability to incorporate the essence of our cultures in their designs and that really inspire me. From
the colors they use to the texture of the materials, their creation can really brighten my mood. But Africa Fashion is not only in clothing, it can also be seen in home design. I incorporate a lot of African fashion in the décor of my house as well. AFMAG: Where does your personal style inspiration come from? Dr.P: I find inspiration in various things. I enjoy traveling and seeing how style differs from one place to another. African women
particularly have that “ je ne sais quoi” and I love being inspired by each and every one of them. AFMAG: When did you realize you wanted to become a Fashion Show Organizer? Dr.P: As I mentioned previously, I am a qualified medical doctor and helping others give me great satisfaction. Maybe it is the “doctor” in me, but I am always looking for ways to solve problems. Additionally, I have always been amazed by the pool of talented designers we have on
AFRICAN FASHION WEEK LONDON 2012
AFWL 2012 the African continent. So, I guess it was only natural that I decided to take upon the challenge and do something about the lack of a visible platform for African designers. The idea for African Fashion International came about that way. AFMAG: What inspired you to create Africa Fashion International? Dr. P: Africa is such a vibrant continent with so much to offer. We have designers in Africa that are talented and gifted beyond words. Yes, it is about providing designers with a platform to showcase their artistry but what people may fail to realize is that it is about economic growth as well. Through AFI, we want to help designers build strong businesses in South Africa and beyond our borders. The fashion industry employs many people, the majority of whom are women heading single household families. When designers’ businesses do well, when these businesses are sustainable then more people get employed in this sector. This will result in an economic growth and that’s what Africa needs. So my inspiration is simply Africa. I love my continent so much and I want to play a part in its development. AFMAG: How did you start out, what trials did you encounter on your journey? Dr. P: My husband and I were approached to buy into a company that hosted fashion weeks in Johannesburg, Durban and Cape Town. We studied the business, went to various fashion weeks and talked to various industry insiders before deciding we could add value to the industry. They were a few challenges at the beginning but with hard work and a clear vision, we were able to get where we are today. AFMAG: What do you love about your job? Dr.P: I love that I get to play a part in the dreams and goals of the many talented designers. I really enjoy doing what I do and I
am so fulfilled knowing that they are on the way to achieving their dreams.
AFMAG: Did you ever have moments of doubt in your journey?
AFMAG: Is there anything about your job you do not like so much?
Dr.P: I think everyone has these moments of doubt. I am certainly not immune to them. But what one must remember is that these moments will push you to revaluate and reflect. Ultimately, these moments of doubt will lead you to the to the right place so cherish and embrace them.
Dr. P: /PUIJOH JT FWFS FBTZ There are many challenges and we are working at being part of the solution, together with government and other private companies and stakeholders. But the joy I get from doing this job certainly outweigh any hurdles I come across. AFMAG: What advice would you give to aspiring fashion show organizers? Dr.P: It is very important to learn about the industry and know the key players before you jump in. I would also advise building relationships. It is impossible to do it all alone. You must make sure that you build these relationships and have a great team to support you. Evidently a big dose of passion, dedication and hard work are much needed. AFMAG: How do you see African fashion impacting the fashion industry? Dr. P: Africa has long served as a source of inspiration for international fashion houses. Through our efforts at African Fashion International (AFI) and the efforts of other hardworking people in the industry, African fashion is moving beyond mere inspiration to being a player in the sphere of influence. The world is sitting up and taking African designers seriously, celebrating them for the uniqueness of their collections.
AFMAG: If you weren’t a fashion show organizer, what would you be? Dr.P: Well, I think I will still be practicing medicine. I am a strong healthcare advocate and a few years back, I was the president of the Cancer Association of South Africa. I love helping and being around people, so I will still be involved in healthcare. AFMAG: A day in your life? Top styling tip for a woman on a budget? Dr.P: My day usually starts with a prayer, breakfast with my family, dropping the children at school and then attending meetings and various other commitments. In the evening, I like to relax and spend some mommy’s time with my children.
Dr. P: I don’t think it matters. I think people are ready to work with you and embrace you if you come prepared and have a clear WJTJPO /P NBUUFS XIFSF ZPV BSF and who you are, with hard work and a strong belief system you can make it happen. AFMAG: Dreams for the future? Dr.P: More African fashion brand houses on the global stage and ultimately economic growth for the continent. AFMAG: What do you hope to achieve through Africa Fashion International? Dr. P: The aim of Mercedes-Benz Fashion Week Africa (MBFWA) is to serve as the premiere platform for showcasing African fashion. Held towards the end of each year, MBFWA brings the best of African fashion talent together and aims to bring further global attention to the impressively high standards of fashion on the continent.
I think it helps a great deal to know your shape and choose pieces that accentuate your shape. For a woman on a budget, I would recommend investing in classic pieces like a little black dress, a white crisp shirt, a structured blazer and statement jewelry. I think these pieces should be in every woman’s wardrobe. You can always spend money on these items and add less critical pieces as you go.
AFMAG: The industry is a lot more competitive now, what tips and advice would you give to stand out and be successful?
AFMAG: Your most fulfilling experience to date in your career?
Dr.P: I think you must be very attentive to what is happening in the industry and innovate accordingly. The fashion industry changes faster than most industries I know and you must be listening and acting upon these changes.
Dr. P: I think seeing African designers like David Thale, Thula 4JOEJ BOE ,MVL $(%5 PO HMPCBM fashion stages like Paris Fashion Week and Moscow Fashion week–was incredibly fulfilling. It was extremely rewarding to see our designers on those stages.
AFRICAN FASHION WEEK LONDON 2012
AFMAG: Has being a black woman made your journey/ career more difficult in any way, has it been of benefit or have you found it doesn’t matter?
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AFWL 2012
ȔƾĖļ Č?Ä?Ć´ÄœĆľ ȆĥƾĚļģļÄ?ÄŚÄš Č?ÄĄÄ˜Äš Ä›Ä–ÄŚÄœÄ?Ģĥ Ä?ÄŚ ơĚĥƾÄ?ĢĥĚę ÄŠÄš ĢěƾĚĥ ÄŚÄ§Ä—Ä˜Ä˘ÄĄÄŚÄ˜Ä?Ä˘Ä§ÄŚÄ ÄŞ Ȁĥę Ä˘Ä§ÄĽÄŚÄšÄ Ä¨ÄšÄŚ ěĖĥƾĖČÄ?ĆśÄ?ÄĄĆ´ ĖėĢħƾ ěĖėļÄ?Ä˜ÄŚ Ä˜Ä˘Ä Ä˘Ä§ÄĽÄŚÄ° ƾĚƸƾħļĚČİ ĨĖļÄ?ĢħČ Ä˜Ä Ä˘ĆľÄœÄ?ÄĄĆ´ ÄŚĆľÄŞÄ ÄšÄŚ Ä–ÄĄÄ™ cultures.
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ow fashion may be described as the aggregation of individual and collective expression through the use of materials in the hopes of achieving a clear statement to the wider masses. But one wonders how many actually look outside the box at the common factors most designers seek in their conquest of making their stamp in the fashion industry. The majority of designers aim to meet their employers’ commercial demands and preferences; with only the niche designers following their passion and trying to bring to reality their personal perspectives on fashion. The effort of niche designers is very much evident in the blossom of African Fashion which has indeed made its mark on the wider, Western fashion world 14
while at the same time, maintaining its origins intact. 6QPO NZ SFDFOU WJTJU UP (IBOB West Africa, I realised that fashion has changed dramatically compared to what obtained a decade ago. Everyone is now creating their own realities and styles with their personalised designs and tailored pieces, clearly proving that “fashionfollowers� are a thing of the past. There is now a true sense of individuality with the “Out with the old and in with the new!� logic and the welcoming embrace of raw creative talent of all ages breaking barriers and raising the mark for aspiring fashion enthusiasts. Organisations such as AFWL and similar contributors allow for such talent to be heard, seen, and acquired, and most importantly
allow for true African beauty to be taught and showcased all over the world. My event organising firm StarLight Enterprise has seen the demand in people taking control in personal and corporate affairs in terms of personalising and making their visions as realisable as possible by using our services as a platform to showcase their individual style or message across to loved ones, colleagues and wider audiences. And as a firm offering only bespoke services to our clients, we ensure that our clients visions are channelled marrying this with class, beauty and elegance. Creating formal and informal events can be a daunting task and this is why at StarLight Enterprise we understand the importance in consulting to effectively deliver only the finest results.
Veronica Nyantakyiwaa C.E.O. & Founder of StarLight Enterprise veronica@starlightenterprise.org www.startlightenterprise.org Twitter: @Starlight_Ent 7FSPOJDB /ZBOUBLZJXBB JT ZFBST PME -POEPO CPSO (IBOBJBO BOE currently resides in the London. She graduated with a Psychology and Management degree and currently specialises in corporate finance and events management in London and Accra. StarLight enterprise was founded in spring 2012 and aims to provide bespoke event consulting and production services for all occasions.
AFRICAN FASHION WEEK LONDON 2012
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AFWL 2012
ČŽÄĽÄŚÄą ȇĖĪĚơÄ?Äź Č•ÄœÄĽÄ˘ÄŠÄ?ÄĄĆ´ ĆľÄœÄš ČˆÄ§Ä?Ä™Ä?ÄĄĆ´ Č?Ä?Ć´ÄœĆľ Ģĥ ĆľÄœÄš ÄŁÄ–ĆľÄœÄŚ Ģě ȂěļÄ?Ä˜Ä–ÄĄ Č˜Ä˘ĆˇÄšn Mrs Bisi Adeleye-Fayemi, was born in Liverpool, England on June 11th 1963. She attended Abeokuta Girls Grammar School (1973-1978) and Methodist Girls High School Lagos, for A’ Levels (1978-1980). She has a BA (1984) and MA (1988) in History from the University of Ife, Nigeria. (Now Obafemi Awolowo University). She also received an MA in Gender and Society (1992) from Middlesex University, UK. With an academic background in History, Cultural Anthropology and Gender Studies, she has acquired professional experience as a social change philanthropist, social entrepreneur, journalist, facilitator, trainer, and organisational development specialist.
D
uring her years in the UK, Mrs Fayemi worked in the Department of Health and Social Services, and then became the Director of Akina Mama wa Afrika (AMwA), an international development organisation for African women based in London, UK, with an Africa regional office in Kampala, Uganda, from 1991-2001. While she was the Director of AMwA, she established the African Women’s Leadership Institute (AWLI), a training and networking forum for young African women. The leadership institute she developed has become such a powerful legacy that today, the AWLI has trained over 5,000 women across Africa, and most of these women are now in senior decision making positions as Ministers, MPs, academics, civil society leaders, and employees of international organizations. In 2000, Mrs Fayemi cofounded the African Women’s Development Fund, (AWDF), the first Africa-wide grant-making fund, which supports the work of organisations promoting women’s rights in Africa. Since it began grant making in 2001, AWDF has supported over 800 women’s organisations in 42 African countries with over U$16m in grants. AWDF has played a key role in the promotion and protection of women’s rights in Africa, through its support of grassroots initiatives, policy
engagements and movement building for social justice. Mrs Fayemi has been Co-Chair *OUFSOBUJPOBM /FUXPSL PG 8PNFO T Funds (2004-2006), Honorary President, Association for Women’s Rights in Development (AWID) BOE 5SVTUFF $PNJD Relief (UK). She has also served as B SFTPVSDF QFSTPO UP 6/ BHFODJFT TVDI BT 6/*'&. 6/%1 6/ &$" (Addis Ababa) and several other regional and international bodies. She is currently an Adviser to (MPCBM 'VOE GPS 8PNFO 64" an Editorial Board Member of Alliance Magazine (UK), a board member of Resource Alliance (UK), an Advisory Board member of Realising Rights - The Ethical (MPCBMJTBUJPO *OJUJBUJWF B NFNCFS of the African Feminist Forum 8PSLJOH (SPVQ B CPBSE NFNCFS of the Ellen Johnson-Sirleaf Market Women’s Fund, a board member PG UIF 8PNFO T 'VOEJOH /FUXPSL (USA), and Co-Chair of the newly FTUBCMJTIFE "GSJDBO (SBOUNBLFST /FUXPSL 4IF JT BMTP UIF DIBJS /JHFSJBO 8PNFO 5SVTU 'VOE " talented writer, Mrs Fayemi is also a Contributing Editor for The /FXT NBHB[JOF /JHFSJB Mrs Fayemi is a leading voice not only in the African women’s movement and civil society, but in the global women’s movement as well. She has also become a key figure in the world of philanthropy, particularly in the global South. She is in very high demand across
AFRICAN FASHION WEEK LONDON 2012
the world as a resource person, strategist, guest speaker, trainer, events host and process manager. In 2006, she received the Distinguished Alumni award from the Faculty of Arts, Obafemi Awolowo University, Ile-Ife, as well as an Achievers Award given by the African International Media Summit (2006) for promoting a positive image of Africa. She is a 2007 recipient of the prestigious `Changing the face of Philanthropy’ award from the Women’s Funding /FUXPSL 64" B 4ZOFSHPT 4FOJPS Fellow, as well as the 2000/2001 IPMEFS PG UIF %BNF /JUB #BSSPX %JTUJOHVJTIFE 7JTJUPSTIJQ BU Ontario Institute for Studies in Education (OISE) University of Toronto. In April 2009, Mrs Fayemi was OBNFE CZ /FX "GSJDB .BHB[JOF as one of the 20 most influential African women on the continent. In March 2011, she was also listed among the world leading 100 personalities working for the
interest of women and girls by the Women Deliver. She is also the recipient of the 2011 David Rockefeller Bridging Leadership Award, one of the most prestigious award in the field of philanthropy, given by the Synergos *OTUJUVUF /FX :PSL The Ekiti State First Lady, also chairs the Advisory Board of the /JHFSJBO 8PNFO 5SVTU 'VOE TFU up by the Federal Ministry of Women Affairs and is also the chairperson of the Ekiti State "HFODZ GPS UIF $POUSPM PG )*7 AIDS (Ekiti SACA). On June 11th, 2011, Mrs. Fayemi launched the Ekiti Development Foundation, an organization set up to provide grant making, capacity building and technical assistance to individuals, communities and civil society organisations in Ekiti State. The vision of EDF is for Ekiti people to have development, peace and prosperity.
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AFWL 2012
Fashion as an Instrument for ģĚĖĘĚ Ėġę ȔĢĘĝĖĠ ȓĚĘĢġĦƵĥħĘƵĝĢġ
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arely recovering from the ravages of a political upheaval, Cote D’ Ivoire saw a successful Fashion Week that MBTUFE GSPN "VHVTU SE m UI JO the year 2011. In this email chat XJUI $PVMJCBMZ 4FWFSJO UIF year old founder of the event, he reveals that Fashion is an excellent instrument for reconciliation and peace promotion. Africa Fashion Week London: May we know your name? Coulibaly Severin. My name is Coulibaly Severin, I am from Abidjan, Côte d’Ivoire. AFWL: What do you do? CS: I work in Fashion industry in my country and around the world for over 10 years as Cultural Manager, Fashion Industry Actors Promoter.
% *70*3& B $VMUVSBM "TTPDJBUJPO for Cooperation in Development and organizer of the Côte d’Ivoire Fashion Week. AFWL: What is the name of your Fashion Festival? CS: The name of my Fashion Festival is Côte d’Ivoire Fashion Week. It takes place in August in Abidjan, Cote D’ Ivoire, first edition was in 2011. AFWL: What is it all about? What is the objective? CS: Côte d’Ivoire Fashion Week is a platform of promotion of the creativity of Ivorian Fashion industry and textile actors (Fashion Designers, Models, traditional textile craftsmen, Hairdressers, Make-up artists, Choreographers, Fashion Photographers, etc.) as well as companies products and services.
AFWL: Tell us a bit about yourself CS: I was born in Abidjan, Côte d’Ivoire in December 1981. (SBEVBUFE JO -BX BOE 1PMJUJDBM Sciences I work in Fashion Industry, Culture, and Event Coordination since 2000. I have good experience in Concept development, Marketing, Strategic communication, Public Relations operation and Business Management. I am the Founder President PG #*;/&444 (3061 $·5&
AFWL: What inspired its commencement? What gaps did you need to fill with it? CS: I think the idea of organizing Côte d’Ivoire Fashion Week started when I was a member of organizing committee for some events in my country, I was expecting to organize something different, something original in the country and contribute to promote on International Strategic Runways Ivorian Fashion Industry Actors.
AFRICAN FASHION WEEK LONDON 2012
AFWL: Did you start it alone? If not, which other people were involved? CS: The motto of my Cultural "TTPDJBUJPO #*;/&444 (3061 $·5& % *70*3& JT i8PSL Together” because we need to cooperate and collaborate with others in order to achieve more, even if I conceive the strategy I work with a Team and with the support of World Fashion 0SHBOJ[BUJPO /BUJPOBM $IBQUFST around the World. AFWL: How do you go about funding it? CS: As you may imagine it is not easy to be supported by (PWFSONFOU 4QPOTPST CFDBVTF PG the political situation in our country the past ten years. In my strategy I propose a win win partnership to companies who are involved in sponsoring the event and Designers pay participation fees for the runway and exhibition. AFWL: Describe the previous event so far, how good have they been? Are they going to improve? CS: Wow! The First time is not always easy; we have worked in a particular atmosphere for the first edition because we were just leaving post electoral crisis and organizing cultural events at this moment was very important for reconciliation, peace promotion
and the event was organized under the theme “Fashion and Community Development”. It was not easy at all but we have made it happen. AFWL: How many visitors did you have the last event? CS: We had around 5.000 visitors. AFWL: How many Designers? CS: During the First edition we worked with 15 local Fashion Designers. AFWL: What do you think of the position of African Designers on the global scene? CS: I think they are absent on the global scene. We have to do more for their promotion on international runways. AFWL: Assess the position of the Fashion Industry in the development of African economies? CS: Clothing manufacturing is traditionally one of the largest sources of industrial employment for most African countries. In addition fashion contributes to poverty eradication, empowering women, generating employment opportunities, access to education, health, stability, investment and economic growth, leading to peace.
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AFWL 2012
Č•ÄœÄš ơĚęÄ?Ä–Ä° you & your body AUTHOR’S BIO: Sally Kah Fashion blogger/editor Eighteen Forever Blog: www.sally-eighteen.blogspot. com | email: salimatkah@yahoo.com
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e live in a world where it is acceptable to be somebody else, doing things that are out of the norm. We pledge to independent groups to feel secure and a part of “something�. There are various reasons for this such as peer pressures, social status to list but a few. We are all part of this everchanging peripheral. We become subject to others in order to have a sense of belonging and once we develop a sense of what is expected from us by others, we get caught in a circle of endless desire to improve our looks that may spiral to negative extremes. Ask yourself why you do what you do. It could be anything, if it takes you more than a minute to answer that question, you need to sit and ask yourself again, this time carefully. For young girls and women, it is all about the image and how they are perceived by their peers, family, society and recently social networking communities. Image is important without a doubt. But, what is the right image? 22
The fashion industry is the second largest employer in the UK says Elle Editor Lorraine Candy. With magazines updating the trend everywhere from convenience stores to large supermarkets, these fashion bibles have gone beyond mere sources of information. Some studies have revealed that, idealised images in magazines are major sources of dissatisfaction with their bodies in women. Some studies have linked body dissatisfaction with low self-esteem. Others linked idealised images with shame, guilt and even depression. These findings are very disturbing. What’s more, psychological problems such as eating disorders have increased over the years. Currently there are no policies to control media expositions that may lead to harmful image idealizations in the UK. However, the Liberal Democrat Party correspondence with the ASA (Advertising Standard Authority) indicates hope that changes would be made in the UK advertising codes. ASA pinpoints that academic evidence with significant relationship between idealised images and detrimental effect on body image and unhealthy behaviours are inevitable to support changes to advertising codes in the UK.
My recent discussions on “The Effect of Idealised Images in the Media (specifically magazines) on Body Satisfaction� with young women aged 22-27yrs old, students, graduate and working class, was insightful. The discussion revealed two significant points. First, magazines are part of the issues with body dissatisfaction. Secondly, society has a major effect on body dissatisfaction. The attempt by magazines to look exceptionally perfect because consumers expect them to is very crucial. Respondents will only buy a magazine because it meets that expectation. The type of communication strategies used to promote these images also has adverse effects. Statements such as “perfect diet for summer body� could lead to eating disorders. Lifestyle, childhood and peer pressure can also be part of the causes of body dissatisfaction.
woman in the mirror first, without any artificial embellishments. Only then can the media portrayed images be put in their right perspectives. Join me at Eighteen Forever for discussions about what matters.
There is nothing wrong with trying UP MPPL OJDF JU JT B (PE HJWFO UBMFOU to human beings; this creative desire towards a higher aesthetics in our physical appearance. However when we lack confidence in ourselves and depend on the media to form our image, it could lead to problems. The time has come for women to love the AFRICAN FASHION WEEK LONDON 2012
AFWL 2012
ȂěĥĝĘĖ ȇĖĦĜĝĢġ ȘĚĚğ ȍĢġęĢġ Ėġę ȔĚĚ ȂěĥĝĘĖ ȅĝ¶ĚĥĚġƵĠĪ ęĚĦĝƴġĚĥ ĘĢƷģĚƵĝƵĝĢġ ĩĝġġĚĥ
Baay Sooley & Laure Tarot e: contact@bulldoff.com
Biography:
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inners of the Dakar 4JSB 7JTJPO ZPVOH designer competition, Baay Sooley and Laure Tarot are coming from the world of art. They were involved in music, photography and contemporary art until they encountered the creative universe of fashion. Their brand Bull Doff has its origin in urban fashion. Finding inexhaustible
sources of inspiration in the streets, they offer African Street Style collections, Made in Senegal. The Tangana collection is thus inspired by Dakar’s urban environment and reveals a subtle union between fabric, traditional weaving and plastic material. These plastic elements, more commonly called Mbithie Mbithie, usually decorate public transports (Car Rapide) as well as the front of traditional restaurants (Tangana). Diverted from their primary
AFRICAN FASHION WEEK LONDON 2012
function, they blend here in the everyday attire, merging in the African but also international urban setting. While the origin and the role of the material are definitely African, the collection is directly inspired by Street art and therefore also international. Indeed, the use of colours associated to weaving constitutes figures referring to Space Invader, a secret artist using colourful mosaic who invaded urban space around the world. All these elements and inspirations come together with
original cuts, creating metropolitan and contemporary silhouettes responding to their external environment. Fashion, Street art and others are nowadays the mean to promote various messages: artistic, social, political and cultural within the city. Through its collections, Bull Doff suggests a savant metissage reflecting urban realities. With Tangana it offers a universal encounter between fashion, art and the street
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AFWL 2012
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LONDON STREET STYLE Pictures and concept By Terence Sambo (Editor - One Nigerian Boy “www.onenigerianboy.com”) Words by Elvis Udegbe There is a fashion that is domiciled in the streets and it has nothing to do with the established norms of ‘Fashion’ as it were. Here it is a dress-way of life and the rule is: absolute freedom! Africa Fashion Week London took a long walk on a summer afternoon through the streets of the city of the 2012 Olympiad to capture the spirit of the streetstyle; here we are, delighted to share:
The ubiquitous businessman, this sight is part of your life no matter which city you live in. The shoes without socks can only happen in the summer—and also only in the freedom of the streets, if you catch the drift.
The London bowler hat...who made the rule for color matching and for whom was it made? You are right; definitely not for the street! Don’t forget your umbrella; it comes 24
handy either for the summer rain or shine.
The Avant-Gardist Corporate Person. A sight to delight; the white shoes are for a sure footing; an absolute necessity in the streets.
The Bohemian, his fashion rule is to break all the fashion rules! He is the sight that takes you out of your cocoon and tells you where you are...in the streets!
The Dapper. You’ll love him, not everyone can wear this look, only the gifted; because it goes beyond the dress... it’s also to do with the mien.
The Dapparelle! Make no mistakes about those crocodile skin shoes; they are not for you if you are on a budget! And didn’t we tell you that it’s got a lot to do with the mien? The Carry-all Leather Bag. The jeans tell you where he is coming from, the suit tell you where he is going; it’s all about upward mobility...and
please don’t mess with the FRO!
The Pince-Nez, not a very common sight, an endangered species actually! You are lucky to see one; what with a union-jack- on- the- box to match? You definitely know you are in London.
The wistful; don’t let him deceive you, he definitely knows his onion, he’s as nerdy as the spectacles though as entertaining as the checkered suit.
The sporty; the pose is both laid-back and at the same time ready to spring, the rainbow on the pants is for self expression, the backpack is utilitarian, this is a true citizen of the street.
The Italian Shirt, puts you at ease in London if you just arrived from the tropics; so does the bag and the rubber soled shoes, there is a hands-on life here too, so don’t be afraid to make your call and move on with business.
The Raffia cap; he reminds you about the colonies, don’t be afraid to reach out, there is a something in this city from your origins, wherever that may be!
The rolled up jeans pants; there is freedom, functionality and personal comfort zones and identities here, the street is very accommodating, that is why it is the street.
The knitwear jacket and bag; who says they are only for winter? Comfort lies in the body of the wearer, and in the street the convention is: zero convention.
The Duffel Coat; it’s all about protection and performance, feel free to go with a red shoe, it’s all about the right kind of shoe, not the right kind of colour.
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AFWL 2011 DESIGNERS 1. AAMAAaLaMode 2. Adoras 3. AnnRose 4. "/:"$PVUVSF 5. Bebegrafiti 6. Daviva 7. &WB(SZHP 8. (MBNFMMF#PVUJL 9. HouseOfBunor 10. JBAfrique 11. JbyJak 12. JezreelDesigns 13. KikaHolandaChapman 14. MaureenAmooti 15. MazeCouture 16. .."#0/
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Studio AFWL Concession Store
Opening soon in Lagos.
Interested in stockng your brand? Contact
studio29@africafashionweeklondonuk.com Ģļ ÄŁÄĽ ÄŚĆľÄŠÄ˘ÄŁÄĽÄąÄ˜Ä˘Ćˇ
IMAGE CREDIT ASOS
AFWL 2012
Sustainability and the Economics of African Fashion
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few years ago, pursuing a career in fashion would have raised eyebrows in the typical African household. Today, we are witnessing exciting times for Africa’s fashion industry: from the wealth of prominent homegrown and international labelsto the success of this year’s Arise Fashion Week in Lagos, Nigeria, (not to mention the dawning of an impressive troupe of fashion photographers and journalists in the last few years) the future of the African fashion industry is expanding at an unprecedented rate.
Perhaps the most promising step towards branding and developing the industry has been the host of technology-and-style-savvy young designers, fashion bloggers and the chic boutiques emerging across the continent, from Tunisia to Tanzania. Faced with skyrocketing levels of youth unemployment, this new generation is redefining the face of retail on the continent.
off, sustainable fashion in Africa is counteracting a “fast-foodâ€? concept of fashion; rather than bolstering cheap and addictive products Ă la “Primaniâ€?, it aims to sustain livelihoods, develop communities and to empower the men and women involved in the production process through training in practical skills.
And with members of the international fashion elite, including 'SBODB 4P[[BOJ 7JWJFOOF 8FTUXPPE and Stella McCartney, bumping IFBET XJUI UIF 6/ JO BUUFNQUT to promote the growth of Africa’s fashion sector,African fashion is fast becoming a serious economic contender.As fashion meets economics, we look to the many fashion houses and designers across the continent to create jobs and to boost exports, FDI and (%1
Indeed the cornerstones of the success of ethical African fashion lie within its ability to make sustainability a mainstream concept. Once dubbed “the hopeless continent�, Africa’s growing fashion industry looks incredibly promising. Coupled with the fact that Africa’s economies are expected to grow by at least 4.5% for the next two years, the industry is more than likely to benefit from positive economic prospects and increasing demand driven by an especially fast-growing middle class.
The ethical fashion movement in Africa has created vast opportunities that allow African products to compete at an international level in an increasingly lucrative industry. Travelling great heights from its former “hippie� and “charity� factors, which had initially seemed impossible to shake
Among prominent brands creating green waves in African fashion BSF "'*" JO (IBOB BOE 7JWJFOOF Westwood’s Ethical Fashion Africa in Kenya. AFIA founder Meghan Sebold describes the enterprise as a “smart business initiative, not a charity project�. One thing is clear: the concept of sustainability is a
AFRICAN FASHION WEEK LONDON 2012
growing trend that is here to stay. It is a natural way of life for most small-scale producers in Africa. They use locally-available materials, avoid waste in their production processes and pay fair prices for goods and services. Definitely there is potential to grow and carve out a niche in the global fashion sector because there isn’t a legacy of industrialised production and ‘fast fashion’ manufacturing, which is often difficult to reverse out of - and that’s where Africa has advantage over regions like Asia.
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AFWL 2012
African Fashion: The New Generation #Z (MPSJB 8BWBNVOOP
The African fashion industry has come of age and is waxing stronger. As the established African fashion greats make 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 the top 10 young Africans who are taking African fashion to the next level. Gloria Wavamunno Born in London in 1985, Ugandan EFTJHOFS (MPSJB 8BWBNVOOP 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.
Amaka Osakwe ‘Maki-oh’ by Amaka Osakwe has been a fashion delight not only in Africa but overseas as well. The likes of Solange Knowles and Leelee Sobieski have been spotted wearing Maki-Oh pieces. Osakwe 34
XBT CSPVHIU VQ JO -BHPT /JHFSJB and studied fashion at the Arts University College in the UK. Her first collection was a 12 piece line JOTQJSFE CZ (IBOB
Aisha Obuobi Aisha Obuobi of Christie Brown (a luxury women’s wear clothing brand) launched her label in 2008. The Accra based designer began her fashion journey when she started making clothes for her dolls. Aisha showed off her first collection in 2009 at the Arise Africa Fashion Week in Johannesburg. She won the AAFW Emerging Designer of the Year Award that year. She has gone on to showcase in France, Angola and /JHFSJB )FS BJN JT UP TBUJTGZ UIF urge of that modern woman who seeks a true taste of Africa, and that’s visible in her work with the traces of African fabrics and prints she incorporates in her designs. We love her unique colorful jewelry pieces. Alicia Keys even wore some at a recent international magazine shoot.
Bukki Ojo 7JOUBHF EFOJN NFFUT "OLBSB fabrics. Bukki, a clothing label for both men and women created by 18 year old Bukki Ojo is a young, vibrant, afro-punk clothing brand for the youthful at heart. The brand has become a favorite amongst musicians Davido, Tiwa Savage and Labyrinth to name a few. Bukki mixes Denim wear with African fabrics in bold colors and patterns to create unique modern denim pieces. The self-named brand was launched last year. Bukki often sells out at Asos. It will soon be available at Topshop as well.
Adebayo Oke-Lawal He calls himself the boy with a colorful disposition. At 22 Adebayo
Oke-Lawal has done amazing work with his clothing label Orange Culture. He has made waves in both Africa and around the world with his designs. African elements can be seen in his clothes making them even more desirable. They are colorful, tailored and creative yet simple. As written on his website “Orange Culture is more than a line: it’s a movement. A movement for men and women who don’t allow clothes determine who they are. It’s a line for people who just enjoy colors�.
Loud Culture Their S/S 2012 collection is nothing short of Loud. This fashion power duo made up of Abi Fashesin and Ashley-Rae Tapping is a dynamite of explosive creativity. When the two friends came together a few years back Loud Culture was born. The brand is known for its traditional African prints that are a mix matched with other materials and patterns to create African inspired contemporary wear for a modern XPNBO JO UIJT /FX "HF
Terence Sambo /PU FWFSZPOF NBLFT JU BT B powerful fashion blogger that’s taken seriously by the cut-throat fashion industry and blogosphere. But with Terence Sambo it’s a whole different story. The London CBTFE /JHFSJBO CMPHHFS CFIJOE 0OF/JHFSJBOCPZ DPN IBT CFFO the go to source for the latest in fashion and style. Terence studied marketing and has worked as the Men’s Fashion Editor at FAB magazine.
currently resides in South Africa where he works as a journalist and blogger. At 20, Innocent is the current Men’s Fashion Editor at Haute Fashion Africa as well as a writer for mtvbase.com - He also contributes to various South African and international fashion and entertainment blogs and publications.
Nyasha Matonhodze -PVJT 7VJUUPO DBNQBJHO $IFDL )BSQFS T #B[[BS 7PHVF 8 BOE Dazed magazine editorials - Check. Multiple catwalk appearances $IFDL 5IBU T /ZBTIB T DBSFFS JO brief. The soon to be 18 year old model has been a hot commodity TJODF TIPPUJOH UIF -PVJT 7VJUUPO campaign last year. She has become a regular face on the catwalks of major fashion weeks around the world.
Salieu Jalloh "GUFS CFJOH TDPVUFE JO /FX :PSL four years ago Jalloh is on his way to fast becoming a top model. The 21 year old model has walked the runway for several top brands including Moschino, Rag & Bone BOE (JWFODIZ 7PHVF )PNNFT Japan, Dansk and Interview magazine are just some of the publications he has appeared on. The Sierra Leone native is definitely one to watch!
Innocent Ndlovu Innocent started his career as an FEJUPSJBM JOUFSO BU (2 NBHB[JOF South Africa. Soon after he started writing a monthly column for Paris based Winkler magazine. He AFRICAN FASHION WEEK LONDON 2012
AFWL 2012
Bukki Label
Gloria Wavamunno
Aisha Obiobu
Maki Oh
Nyasha Matonhodze
Innocent
Terence Sambo
Orange Culture - Summer's Quirk Collection
Salieu Jalloh
AFRICAN FASHION WEEK LONDON 2012
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AFWL 2012 AFWL Salutes Adebayo Jones King of Couture 25 Years in Fashion
“All that glitters is AJ.”
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AFRICAN FASHION WEEK LONDON 2012
AFWL 2012
ČŽČŠČ‚ BY MIA NISBET
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fter graduating with Honours GSPN (MBTHPX 4DIPPM PG "SU JO .JB EFWFMPQFE IFS TLJMMT as in-house designer for Michiko Koshino. By 2005 she was designer in charge of the Soviet label at USC and launched her own FUIJDBM MBCFM .*" CZ .JB /JTCFU JO "MNPTU immediately the label attracted major awards. In particular: winner of the prestigious Make Your Mark in Fashion Award 2008 for ethical fashion design during London Fashion Week and also winner of the Ethical Fashion Forum Innovation Award 2009.
clothing imported from the US, Europe and elsewhere. This cheap second hand clothing has made it very difficult for locally produced clothing to compete in the local market. Mia works with producers in Malawi to create ranges whichw turn this challenge into an opportunity. Collections are designed and marketed to an international fashion market. Profits are reinvested in communities in Malawi as well as in the training, equipment and infrastructure needed to increase market access and create sustainable livelihoods.
.*" CZ .JB /JTCFU GVTFT SFDZDMFE GBCSJDT BOE traditional Malawian textiles to produce a collection that combines the richness of African textiles with Western styling. The street markets in Malawi sell large volumes of second-hand AFRICAN FASHION WEEK LONDON 2012
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AFWL 2012
Č•Č˜Č? Č?ȇ Č‚ ČŒČŠČ?Č… Husband & Wife Fashion Photography Duo
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f you Google the names 'Suby & Sinem' you will find a plethora of websites featuring their work. The first, and possibly still the most important, is Suby and Sin's House on Shutterchance, an online photo-blog community where members post up their work to get constructive critique or friendly feedback, depending on the 'shh mood' displayed on their site (Green being 'take it easy on me' to red 'take your worst stab').
Contrary to what you may expect, the couple did not meet as a result of their mutual love of photography. While Suby dabbled in photography from an early age, having grown up with a photography enthusiast for a father, Sinem did not discover photography till later.
Suby’s debut as a professional fashion photographer came in 2005, shortly before he quit a career in project management to set up his photography business full-time. "I realised that people would never take me seriously if I continued moonlighting as a photographer while holding a 9 to 5 job, no matter how good my images were," says Suby to explain his decision to go professional, "So I quit my job and worked hard to improve my skills and consistently strive to learn new ones." By April 2006, Sinem finally took note of the camera and thus began the journey of the fashion photography couple who jokingly refer to themselves as “buy one, get one free.� For this reason to date, the couple do not entertai n guesses as to who took which shot and continue to credit images to simple ‘SubySinem’. Although, like any couple working together and pursuing the same passion, Suby and Sinem also experience creative differences from time to time, they are comfortable working around each other. Their team work on photo shoots have been described by the words, “magical� and “seamless�. Many who have worked with the couple on countless times, often say, “It is almost as if you no longer notice
AFRICAN FASHION WEEK LONDON 2012
when one stops shooting and the other starts; they are so in tune with each other.� The couple’s single aim is to create the kind of iconic images, which, years later, will continue to mesmerize and inspire the viewer in equal measure. “We are creative photographers; we want to push the boat out and not just contend with the same old,� Suby asserts. With this in mind, the couple continue to challenge each other and their creative teams to consistently think outside the box; and to date they have taken on numerous innovative projects including merging their talents with those of UK’s established body artist Sarah Terry on a number of editorial shoots. To date the couple have worked with a range of international and African magazines some of which include Trendsetter, Elle Turkey, /FX "GSJDBO 8PNBO "SJTF BOE Pride while also focusing on FAB Magazine with Sinem as the editor-in-chief and Suby as the DSFBUJWF EJSFDUPS /PU POMZ IBWF they worked with some stellar names of African and international music such as eLDee, Banky W, MI, Asa, Shingai Shoniwa, Loick Essien and Skepta, their fashion portfolio boasts work for some of the
leading names of African fashion such as Adebayo Jones, Kosibah, 4BNBOUIB $PMF /LXP JO UIF 6, and Deola Sagoe, House of Jola, Zebra Living and Exclamations $PVUVSF JO /JHFSJB With numerous memorable fashion and entertainment shoots and issue after fabulous issue of FAB Magazine for a portfolio, the couple have turned their attention to their new venture in the form of S Two PR, which looks after Africa Fashion Week London. “It was a natural progression to transfer our skills,� says Sinem of this new venture, “We possess the creative, verbal, written and interpersonal skills required of a good publicist. For years, we have been advising emerging and supporting established designers with their labels and connecting people, and we finally had the epiphany that we had been doing PR for year without really naming it.� For the multi-talented and hardworking couple that is Suby and Sinem, it seems the sky is not the limit but the beginning for many more decades in the creative industry.
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15th September 2012, 1.00 – 4.30 London Bridge Hotel, 8-18 London Bridge Street, London SE1 9SG UK £35 (in advance); £40 on the day.
Light up London Bridge, wear gèlès to rival the Shard, bring a smile wider than the River Thames and join Cherish Communications for the Gèlè Afternoon Tea to raise awareness of Alzheimer’s through the Gèlè fashion show. Style icon and award winning couture designer Adebayo will style the show that includes light entertainment and: the elegant designs of award winning couture designer Yemi Osunkoya (Kosibah); the vibrant designs from “Queen of colour” Banke Kuku; and top gèlè stylists Juliet Esiri; Lara Extravaganza; and Bolanle Okusanya Feyita. Ladies are invited to wear a Gèlè (a headwrap/headtie) or another form of headwear. Alternately, gèlès can be purchased and styled on the day. Lounge with us after tea in the Quarter Bar and Lounge where there will be photo opportunities.
0207 510 0367 or emailing geletea@cherishcommunications.com @gele_tea kikiclothing.com ACCRA, ACCRA MALL, SHOP G39A | LAGOS, MEGA PLAZA, DESIGNER’S OUTLET, V.I
AFWL PHOTOSHOOT
Photography by Rob Sheppard Model (L-R) – Edith Uba, Sema-tawi Designer- Uber Africa Collective Makeup Artist- Abena Doris Osei Hairstylist- Ladylike Hair & Beauty Shoes- Model’s own Sunglasses- Designer’s own
Model- Dapo Coker Designer- Kitoko Shoes- Model’s Own
Model- Lydia Obute Designer- Uber Africa Collective Makeup Artist- Abena Doris Osei Hairstylist- Ladylike Hair & Beauty Shoes- Model’s own
Model- Lisette Mibo Designer- Uber Africa Collective Makeup Artist- Abena Doris Osei Hairstylist- Ladylike Hair & Beauty Shoes- Model’s Own
Model- Lydia Obute Designer- Uber Africa Collective Makeup Artist- Abena Doris Osei Hairstylist- Ladylike Hair & Beauty Shoes- Model’s own
Model- Edith Uba Designer- Uber Africa Collective Makeup- Abena Doris Osei Shoes- Model’s own
Model- Dapo Coker Designer- Kitoko
Model- Dapo Coker Designer- Eldimaa Fashion Jeans- Model’s own Shoes- Model’s own
Model- Cynthia Chisom Umezulike Designer- ??? (Volunteer who brought he item) Makeup Artists- Abena Doris Osei Hairstylist- Ladylike Hair & Beauty Shoes- Models own
Model- Dapo Coker Designer- Kitoko Shoes- Model’s Own
Model- Lisette Mibo Jeans- Wangu Jeans Head wrap- Kiyana Headwraps Makeup Artist- Abena Doris Osei Shoes- Model’s own
kikiclothing.com ACCRA, ACCRA MALL, SHOP G39A | LAGOS, MEGA PLAZA, DESIGNER’S OUTLET, V.I
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TRISH O COUTURE
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SEE YOU THERE! contact Asandia Hogan
info@africafashionweeklondonuk.com
BEBE GRAFITI
KEMUNTO
AFWL 2012
AFRICA FASHION PHTOGRAPHY One of Africa’s best, Kelechi Amadi Obi veered into photography after a degree in visual arts. In over fifteen years, he has played a pivotal role in taking fashion from the continent to the cosmopolitan turf, through the sheer quality and creativity of his photography. In this email chat with AFWL magazine, he reveals that vision and history are what makes photography important to him.
makes it so important to you?
AFRICA FASHION WEEK LONDON: I haven’t seen Kelechi before and I am about to meet him, what kind of person should I expect?
K: I am self taught
KELECHI: A fun and outgoing person that loves to work and loves his work. AFWL: Why photography, what 62
K: I believe that the people cannot know where they are going to except they know where they are coming from and that is history. Photography records images today that become history tomorrow. Also, people perish for lack of vision. Through photography, we create a vision for people to see into the future. AFWL: You used to be a visual artist, how did you digress into photography; and why? K: Photography is still visual art, just a different medium. AFWL: Did you get some formal training? AFWL: How long have you been in photography? K: 15years AFWL: Describe your practice; how has it been? K: Practice is quite hectic and fun with a lot of variety. We shoot from fashion, architecture, landscape, fine
art, etc. There is a lot of variety to keep us excited. AFWL: Lecture us a bit on the relationship between fashion and photograph K: Photography amplifies fashion. In other words, through photography, just one design can become extremely popular. Photography helps to promote fashion AFWL: What do you think African fashion industry players are yet to get right about photography? K: Fashion is being promoted by photography. Fashion photography lives in fashion magazines. We do not have enough fashion magazines. AFWL: How many fashion designers have you worked with? /BNF B GFX
magazines to shoot in, so there is a large level of inexperience. In other words there isn't enough market for the upcoming photographer. AFWL: What brands of camera/ equipment do you use? K: Canon AFWL: Do you usually get commissions or do you collaborate to execute projects? K: I do both AFWL: How many gigs have you done in other African countries BQBSU GSPN /JHFSJB K: Several AFWL: What do you love about this job? K: It is dynamic; no two shoots are the same.
K: Worked with a lot of them. Tiffany amber, jewel by Lisa. It is an endless list.
AFWL: Are you mentoring some people?
AFWL: What challenges face the fashion photographer in Africa today?
AFWL: If you can turn back the hands of time, would you do this all over again?
K: There are not enough fashion
K: Yes. Five times all over.
K: Yes
AFRICAN FASHION WEEK LONDON 2012
AFWL 2012 Exhibitors
Designers
Wangu Jeans
Milly Dee
Anglia
KibonenNY
Afrocessories by J.M. Prempeh
TY-TYS
Adebayo Jones
Tee Threads
Trish O Couture
Anita Quansah
Kiki Clothing
Remi Lagos
Moofa
April 2nd
Eloge.com
James Brendan
Eldimaa Fashion
Goldust by Le Blanc accessories
Tt Dalk
Sally Intiego
Lilly Fashion
Vigold
House Of Adjeiwaah
Elle & Gabby
Trish.o Couture
Daviva
Severine
Asandia Hogan
Ty-Tys
Wangu Jeans
Yutees
Keto Couture Green Mamba
Brigitte Merki TomizCreations Forever Living Products - Ska Jacques & Cheryl Hing House of Jola
House of Farrah
Keto Couture
Eldimaa Fashion
Ella & Gabby
Kiyana Wraps
Mak Nisy
Bobbi Brown
Dyzn
Vox Africa
Oeclat Designs
BESPOKEBITES
Afro Fashion
Black Hair
Rachel Kirya The Collection
Rouge Vallari
Black Hair & Beauty
Afro Fanatic
Jodi B Accessories
Wusuwaah by Asho Couture
Monis Fashion House
Keve Solomon Appollo Asandia Hogan Alabi Couture Kandiva Kole Dapri Jewels Da Viva AfroFusion Designs Ayo van Elmar Madame Coquette DG Divine Boutique Moofa Ankara Clothing Iconola
New Africa Woman Moneygram Vive Designs GT Bank Sally Intiego Sapelle Tiannahs Pamella Designs Essie Douglas AsakeOge Couture Food Exhibitors Mortar & Pestle Grandpas SoulFood
Joli Create
AFRICAN FASHION WEEK LONDON 2012
Threadzs Creation Ozora L’emiral Couture Keve Vadira 7 Bebe Grafiti Kemunto House Of Jola Set Fashion Free Uber Collective
Afro Fashion Mmd Designs Rouge Vallari Patience Please Remi Lagos House Of Bunor Berry’s Couture George Adesegun Brigitte Merki House Of Tayo House Of Farrah Bulldoff
House Of Marie Iconola Glue Clothing Taye Taylor Elfrida
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Top row l-r: elDee, ARAMIDE, EVA, Bottom row i-r: K9, SHEYMAN, SOJAY
IMAN ARTISTS PROFILE
elDee  In 1998, eLDee and his high school friend, “Kaboom� teamed up with “Freestyle�, and the group Trybesmen was born. Subsequently, eLDee founded his own independent label (Trybe Records) to support the group. eLDee was instrumental in reengineering what has now become Afro�hip hop music. Trybe Records boasts of developing successful award�winning artistes such as Sasha, 2Shots, olaDele, and Dr Sid. He moved to the United States in 2002 and recorded albums such as “Long Time Coming� and “Return of the King� in 2006, marking the beginning of his solo career. He XPO UIF /JHFSJBO &OUFSUBJONFOU Award for “Best International Album� in 2007. eLDee is a household name both in Africa and in the African communities abroad. His personal hits like “big boy�, “Ota mi�, “One EBZu i#PTJ (CBOHCBu IBWF CFFO aired on radio stations all over the world.  In addition to music producing and video directing, eLDee is also as an interactive media expert, with
DMJFOUT TVDI BT $// "DDFOUVSF and Warner Bros,
ARAMIDE Aramide is a yoruba name which means: ‘my people have come’. As a teenager she discovered delight in singing and writing songs. After high school, she learnt to play the saxophone and guitar. While still studying Political Science at the University of Jos, she participated JO 4UBS 2VFTU 57 UBMFOU TIPX JO /JHFSJB "GUFSXBSET TIF QVSTVFE B solo career in music recording and writing. In July 2011 her single ‘It’s Over’ was released online. She is influenced by Erykah Badu, Asa, Miriam Makeba, Sade and Angelique kidjo. Aramide sings about love, betrayal, friendship and the attendant joys and aches of womanhood.
EVA Eva Alordiah better known to most people by her stage name Eva is a rapper, singer, Dancer, model, Makeup artist, writer and TPOHXSJUFS CPSO UP /JHFSJBO parents. She graduated from Bowen University with a degree in Computer science in 2009. She
released her first studio recording with the help of Tha -Suspect early 2009 and titled it ‘I dey Play’.  The song became a fan favorite and got airplay on radios, gaining for Eva a good level of recognition. Eva is currently working on her debut album under her new deal with Trybe Records.
K9 K9 is an R&B artist, and a male vocalist, producer and songwriter. He was recently discovered in a Trybe Records talent hunt tagged “Top Talentâ€? where he emerged Ă STU SVOOFS VQ #PSO /PCMF &[FI 6 , JT ZFBS PME GSPN /JHFSJB )F has a Bachelors Degree in French Language. He was introduced to music by his brother who is a rap artiste. K9 believes that life is all about music. His favourite artistes are 2face, Waje, MI and eLDee, Drake, Chris Brown and Brandy.
SHEYMAN Ademoye Oluseyi (born April 25th 1981), better known as ‘Sheyman’ was born into a family of eight from from Abeokuta, Ogun TUBUF JO /JHFSJB )F IBT B EFHSFF in Electrical/Electronic Engineering. Sheyman has always had love for
music. In 2006 a friend set up a record label and studio which was managed by Sheyman while also doubling as an artist on the record label. Sheyman’s favourite music comes from artists like; Cohbhams, Chris Brown, T Pain, Drake but his all time favourite is R. Kelly. He derives his inspiration from his environment and his present situation.
SOJAY $IJOFEVN 4BNVFM 0LPSJF +/3 (Sojay) is an R&B artist from *NP 4UBUF /JHFSJB " HSBEVBUF of Computer Science from the University of Port Harcourt. He was raised by a strong mother who provided him with a good foundation and helped him develop his talents. Sojay started singing in churches went for various shows. He decided to do music full time after recording a successful EP that caught the attention of some record labels. Music brings him alive. He is a songwriter and is mostly inspired when he is in a happy mood. He looks up to artists like 2face, F-%FF BOE 14RVBSF JO UIF /JHFSJBO music industry.
FOR MORE INFORMATION GO TO www.nigeriasnexttopdesigner.com