fbpx
No Result
View All Result
Nomad Africa Magazine | Celebrating the world's richest continent
  • Home
  • Tourism Updates
  • For Subscribers
  • Destinations
  • Culture
  • More4U
    • Travel Tips
    • News Africa
    • Aviation
    • Special Features
    • Food+Wine
    • Showcase
    • Spotlight
    • Events
    • Tourism Data & Stats
    • Opinion
    • Survey/Polls
    • Watch
    • COVID19 Updates
  • Deals
    • Flights
    • Hotels
    • Tours
  • Shop
  • Login
SUBSCRIBE
Nomad Africa Magazine | Celebrating the world's richest continent
  • Home
  • Tourism Updates
  • For Subscribers
  • Destinations
  • Culture
  • More4U
    • Travel Tips
    • News Africa
    • Aviation
    • Special Features
    • Food+Wine
    • Showcase
    • Spotlight
    • Events
    • Tourism Data & Stats
    • Opinion
    • Survey/Polls
    • Watch
    • COVID19 Updates
  • Deals
    • Flights
    • Hotels
    • Tours
  • Shop
  • Login
SUBSCRIBE
No Result
View All Result
Nomad Africa Magazine | Celebrating the world's richest continent
No Result
View All Result

The Business Of Fashion In Africa

Miriro Matema by Miriro Matema
April 16, 2018
in Special Feature
Reading Time: 6 mins read
0 0
0
The Business Of Fashion In Africa
Share on FacebookShare on Twitter
ADVERTISEMENT

One does not need to be active in the fashion industry to recognize names such as Gavin Rajah (South Africa), Mai Atafo (Nigeria), David Tlale (South Africa), Kofi Ansah (Ghana), and many more. To wear clothes by some of the afore-mentioned designers has become hip, cool and recently expensive which clearly defines how the African fashion industry has managed to cement itself as an industry of note in Africa. 

Nonetheless, marketing on a global scale remains something of a stumbling block for most African brands. That and international distribution. The biggest challenge faced by most of the African designers has been to get their products on the global markets/showing at international fashion shows. Despite this being an uphill battle, the last 15 years have shown vast improvement with many African designers being featured in Milan, London and Paris Fashion Weeks.

What seems to continuously shock the world is Africa’s advent and rise in the global fashion market. The idea of ever-evolving tradition and cultural interaction, and the great importance of personal appearance on the African continent might scare the average joe into oblivion but to a fashion designer, it is the absolute drive and inspiration. What has been previously regarded as a frivolous career has evolved and become one of the most admired lines of work. Today the fashion industry is a multibillion-dollar global enterprise devoted to the business of making and selling clothes.

Most African children grew up hearing that the most notable fashion capitals were New York, Milan, Paris and London and had to rely on television and magazines to see greatness on the runway. This didn’t inspire a lot of aspiring fashion designers, leading them to stick to the conventional careers instead. Within the last few years, a paradigm shift of sorts has emerged in Africa, with the recognition and appreciation of fashion designers. The trick was now to stop looking at fashion as playtime for the girls but as the profitable business that it is. This seemingly impossible task at first is slowly becoming a formidable structure with the help of young Africans who are increasingly hip and knowledgeable. With Internet access, they are plugged into the latest trends from around the world, which influence their taste in fashion even as they incorporate their own stamp of originality. In the past couple of years African designs have made it onto runways in Paris, New York, Milan and beyond. And of course, as with any competitive market, there will always be game changers.

Regardless of every other challenge, the most surprising obstacle was being understood and appreciated at home (Africa) as fashion design was denoted as an ‘American’ or a ‘European’ thing. However, there are various African icons that have played a major role in shaping the industry into what it is currently today. Icons of South African fashion design include Lucilla Booyzen, who has done so much to help transform South African fashion by giving them a platform to showcase their works. Booyzen is a board member of the World Fashion Council and was the creative force behind the first ever South African Fashion Week in 1997, which she continues to organize each year. SA Fashion Week (SAFW) remains a prestigious event that designers clamor to be part of. The brain behind the African Fashion International (AFI) group, Dr Moloi-Motsepe is another South African fashion icon that is pushing local fashion forward. Moloi-Motsepe established Africa Fashion Week, a platform for emerging designers from all over Africa, with the aim getting them on the international fashion map. 

“We lack people that have a passion for retail with 25% buying from supermarkets, 65% buying from stalls while only 10% would shop at a boutique”

The company Legendary Gold Limited, is known for exposing Nigerian designers and models all over the world and is responsible for pioneering Nigeria Fashion week ; a prestigious event which has been home to the biggest Nigerian designers and many others from the continent. These dazzling star-studded fashion affairs like Mercedes Benz Africa Fashion Week (SA), Glitz Fashion Week (Ghana) and Swahili Fashion Week (Tanzania), Zimbabwe Fashion Week, just to mention a few have been springing all over Africa. Other events such as Cairo Fashion Carnival; one of Africa’s high profile events featuring Egyptian and European designers who showcase what they regard as the best of the best in African couture. Unlike many other fashion shows, this event takes place twice a year in Egypt. Every end of year, we are exposed to different billboards, online ads and social media buzz about these events and 2014 has not disappointed.

Ann McCreath (Kenya), the legend behind the brand KikoRomeo, in a recent interview expressed her concerns over Africans’ buying attitudes “we lack people that have a passion for retail with 25% buying from supermarkets, 65% buying from stalls while only 10% would shop at a boutique”, she stated. Such statistics leave room for concern over the progress that African fashion is taking. South African designer David Tlale also re-iterated that being an African designer one faces a hard challenge of putting an extra 100% in staying on top once they have secured their spot; “The task is to be growing and never repeating the same story we have done before….. It’s important that younger designers realize that being a fashion designer does not mean being a rock star; it is not a quick cash business. My customers must stop buying my product and pay attention to yours. Just because you are able to put together colors does not make you a designer, go to school, become educated and partner yourself with the relevant people while attaining a proper presence, website, etc” he concluded.

Most young designers seem to be struggling on identifying that the fashion industry is first and foremost a business that requires a full-on business plan and a team to carry you to the top. Nigerian designer Mai Atafo shared his views; “I never had to go to fashion school, if you take your brand as a business, you will do well. One should do a product that people will like and buy, not one where you think you are being arty and creative. My heart might be in making shirts but I design wedding gowns mostly. I think business but I have the heart for fashion” he says.

ADVERTISEMENT

Ace Nigerian fashion designer, MAI ATAFO INSPIRED – MAI speaks in an interview with Nomad Africa Magazine at the 2014 edition of the Mercedes Benz Fashion Week Africa in Johannesburg, South Africa

“I never had to go to fashion school, if you take your brand as a business, you will do well. One should do a product that people will like and buy not one where you think you are being arty and creative. My heart might be in making shirts but I design wedding gowns mostly, I think business but I have the heart for fashion”

Fashion weeks and fashion designers are not a full package without the models that help showcase their products. The world has recently seen notable African models on different runways such as Herieth Paul (Tanzania), Betty Adewole (Nigeria), Ajak Deng (South Sudan), Roberta Narciso (Angola), Candice Swanepoel (South Africa), etc.

Most of these models are being associated with notable international brands such as Jean Paul Gautier, Stella McCartney and Chanel and are getting featured on most cover pages of magazines such as Vogue and Elle. There’s a tendency in fashion to focus on female models. Occasionally, you’ll see an interview or little snippet on a successful male model. The male models have not been slacking behind either with names such as Fernando and Armando Cabral (Guinea Bissau), Sacha M’Baye (Senegal), Yassine Rahal (Morocco), Adonis Bosso (Ivory Coast) and Salieu Jalloh (Sierra Leone).

Tanzanian fashion designer, Sheria Ngowi speaks on how the African fashion industry had evovled in the last decade and challenges young fashion designers encounter at start-up.

The uncanny ability for young African visionaries who continuously introduce innovative solutions to long-standing fashion challenges and to the icons that have broken down barriers and made it possible for others to dream, Nomad Africa Magazine is dedicated to telling their phenomenal stories and honoring their contributions. Tanzanian fashion designer Sheria Ngowi claims; “Africa is the next super power – we the next big thing”.

This article was written by KRISTIE OMAR

 

ADVERTISEMENT
Previous Post

Beautiful Africa!

Next Post

Africa’s Tourism Set to Boost Economic Growth

Miriro Matema

Miriro Matema

Born in Zimbabwe and living in South Africa, Miriro is a seasoned publishing editor and writer, having worked with leading brands in investment, business leadership and entrepreneurship. Passionate about Africa’s development, Miriro is also a dynamic marketing consultant with 10 years experience working with startups and large multinational corporations. With a heart for travel, Miriro spends her time discovering the nooks of crannies of Africa’s hidden gems, taking the roads less travelled, meeting the beautiful people and enjoying their food and culture. She enjoys tackling complex strategic challenges in the passion-to-entrepreneurship pipeline, particularly focused on the implications of 4th Industrial Revolution and workforce automation on Africa's travel and tourism industry.

Related Posts

Indaba Nomad Africa
Special Feature

Africa’s Travel Indaba will have the Right Ingredients to Rebuild the Tourism Sector – Pinky Radebe

April 11, 2022
How to make smart savings on your business travel in a recession
Special Feature

Business Travel: Bouncing Back?

April 7, 2022
Here Is How To Keep Your Hotel Rodent-Free
Special Feature

Here Is How To Keep Your Hotel Rodent-Free

April 6, 2022
Next Post
Africa’s Tourism Set to Boost Economic Growth

Africa’s Tourism Set to Boost Economic Growth

Please login to join discussion
Amaryllis Hotels Amaryllis Hotels Amaryllis Hotels
ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT
ADVERTISEMENT

Recent Posts

  • TIME Hotels Announces Middle East Expansion Plans
  • 20 Unemployed Tourism Students as Tourism Ambassadors at Africa’s Travel Indaba 2022
  • Tanzania: The Royal Tour
  • Farnek to Launch ‘Trendz’ Hotel Management Company at ATM
  • Art From Ghana Goes To Venice
Gallivant Plus Gallivant Plus Gallivant Plus
ADVERTISEMENT

Sign Up For Weekly Newsletter

Trending on NomadTV

https://www.youtube.com/watch?v=e2bhBUqVHDw&t=3s
GallivantPlus GallivantPlus GallivantPlus
ADVERTISEMENT

Follow Nomad Africa on Instagram

Follow Nomad Africa

  • #Food #Eat .What
  • #Showcase! Valued for its natural elegance, the history of stone sculpture takes us as far back as to the oldest mobiliary of art. Check out how the Stone sculpture beckons the connoisseur as Zimbabwe’s tourism returns:  https://www.nomadafricamag.com/stone-sculpture-beckon-the-connoi

#Zimbabwe #Stone #Sculpture #African #Nation #Travelers #SubscribeToNomadAfricaMagazineNow
  • #TopDestinations #Discover #Travel. With stunning views across the African continent, The desire to travel and explore is still in human nature. Rediscover The Joy of travel with Shangri La’s 2022 travel bucket list: https://www.nomadafricamag.com/rediscover-the-joy-of-

How has travelling changed in the new world of Covid 19?
.
.
.
.

#NomadAfricaMagazine #How #When #Where #Africa #2022TravelList #Memories
  • #Culture #Significance. Located in The Mother City, you
  • #Culture. African rituals are diverse. This Bull-Jumping ancient ritual in Southwestern Ethiopia will shook you. It turns a boy into a man to prove he is ready to build a family of his own. Read more about it here: https://www.nomadafricamag.com/bull-jumping/

#SouthwesternEthiopia #Ethiopia #Travel #NomadAfricaMagazine #Beliefs
  • #FridayFeatures! As African elephants are threatened with extinction, a lot of work is being done by local and international wildlife conservationists to protect the giant mammal. Are they winning the battle? Read more to find out: https://www.nomadafricamag.com/african-forest-elephants
.
.
.
.
.

#Elephants #Extinction #GiantMammal #Travel #NomadAfricaMagazine #Tourism #Features #Africa #Celebrate #Continent #Magazine #Extinction #Protect #Stability #Unrest
  • Entrepreneurship includes the economic development of tourist areas to create new sustainable businesses while increasing the capacity and willingness of enterprises to develop. Read more about Tourism Entrepreneurs at the Heart of Stellenbosch’s Recovery Plan: https://www.nomadafricamag.com/tourism-entrepreneurs-at

#Tourism #Stellenbosch #Travel #NomadAfricaMagazine #Journey #Acknowledging #Visitors #Initiatives
  • #Norms #Culture!Being no stranger to cultural norms and preserving the roots of ancestors, is undeniable to the eSwatini nation, a culturally unshakable people. Read more: https://www.nomadafricamag.com/eswatini-a-country-thats

What are other African Cultures that still practice their roots today?
.
.
.
.
.
#Mantengalodge #Located #EzulwiniValley #ValleyofHeaven #Lodge #Nomadafricamagazine
  • #Features! It’s no secret that Island water sparkles in Africa, attracting leisure tourists from all over the world. Read more on the race of the Island Nations of Africa leading to travel and tourism recovery: https://www.nomadafricamag.com/the-island-nations-of
.
.
.
.
.
#Africa #Water #Travel #NomadAfricaMagazine #Tourism #Island #Nations #Reports #Pandemic #Seychelles #SuccessfulTourism #counterpart #Strengthen #Mauritius #Zimbabwe #Safaris #Landscapes #blueWaters #Countries #Ocean #Indian #Sector #Hotel #Enterprises #Tour #Clear #Storm #Multinational #CapeVerde
  • Did you know that most of the food that African cultures cook is produced from a farm? In the long run we might want to ask ourselves if small farms are the key to the future of food? : Read more to find out:https://www.nomadafricamag.com/are-small-farms-the-key-to
 
#Food #Farms #African #Cook #SmallFarms #BigFarms #Future #Quantity #nature
  • #Significance #Culture ,The truth behind African cultural sites is that, they do not shake our roots but they leave a mark and connect us from the past to the present, reminding us of where we come from and where we are going. Read more on the Top Eight Cultural Sites in Africa: https://www.nomadafricamag.com/top-eight-cultural-

What are other ways Africans can remind themselves on the origins of their roots?
.
.
.
.
.
.
 
#roots #Culture #Magazine #Travel #NomadAfricaMagazine #Beliefs #Tourism #features #Africa #Celebrate #Continent #Magazine
  • It is frequently asked that, can tourism in Africa be increased if crime is reduced? Do you agree with this view point? Well, read more to find out: https://www.nomadafricamag.com/south-africa-can
.
.
.
.
.
. 
#CrimeinAfrica #tourismIndustry #Growth #Potential #Tourists #Features #Potential #Tourism #Venturing #Crime #Categories #Travel #holidaymakers #Enthusiasts #Attempts #Digits #SouthAfrica #Threats
  • Known as the mother to Accra, Ghana is rated as one of the fastest growing economies in Africa. Have you ever ask yourself if Accra is the greatest City In Africa? Well read more and find out: https://www.nomadafricamag.com/why-you-have-to
.
.
.
.
.
#Ghana #Travel #Destination #Tourism #Africa #Celebrate #Continent #Celebrations #Accra #Growing
  • African dance refers mainly to the numerous dance styles of Sub-Saharan Africa. One African dance that is celebrated by young women and unmarried girls is the Reed dance performed to celebrate a special occasion in eSwatini, Check it out: https://www.nomadafricamag.com/the-umhlanga/

What are other African dances, that are celebrated on special occasion on the different African cultures?

#Beliefs #Umhlanga #ReedDance #Preserved #YounGirls #CeremonialPlace #Maidens #Mswati #Celebrated #Significance #Norms #Ancient #Ritual #Preparation #Virgin #Kingdom #Dignitaries #Continents #Rehearsed #Spectacular #Moment #wholeYear #Outfits #SomhloloStadium #SophisticatedOutfits #Dance #Girls #Princesses #Symbol #Virginity
  • Lets Swing back into golfing getaways and check out 4 tips that will make your golfing holiday more affordable:https://www.nomadafricamag.com/swinging-back-into.../

What are other getaways holiday activities one can do?

#Holiday #Golf #Tips #Affordable #Activities
  • Discover Malawi: The Warm Heart Of Africa:https://www.nomadafricamag.com/malawi-the-warm-heart-of.../ 

What do love about the African Continent?

#malawi #africa #theheartofafrica #wilderness #lodge
  • Looking for a picture perfect romantic trip to Paris, that will make you say oh là là this month of love? well check out the 4 things that one should consider when he/she is on a romantic couples trip with their lover to Paris: https://www.nomadafricamag.com/4-things-that-will-make...

Think outside from the usual romantic actives that lovers usually do when they are out on a romantic trip, and consider other different activities that lovers can consider engaging on! Can you share them with us?
.
.
.
.
.
.
#RomanticWalk #CouplesTrip #Restrictions #Montmartre #RiverCruise #loversPicnic #CanalSaintMartin #RiverSeine #AirFrance #Studio28 #EnjoyParis #PicturePerfect #RomanticTrip #LoveIsInTheAir #Rooftops #BeautifulRivers #ViewsOfParis #BeautifulViews #StunningRestaurants #filmsAndClassics #Food #Drink #Lovers #LoveIsBeautiful #SoulMates #Flowers #AdventureInLove #Planning #Paris
  • We still bracing you with content that exudes love !It’s no secret that Paris is the romantic capital of the world, check out how you can celebrate love at these Hidden Romantic Hotspots In Paris: https://www.nomadafricamag.com/celebrate-love-at-these-hidden-romantic-hotspots

Any Romantic Hotspots that lovers can visit this month of love?
 
#love #Hills #Romantic #sunset #Paris #flowers

Tags

Africa African Cultural Sites African Tourism African Tribes Africa Travel Aviation Bucket list Business Tourism Business Travel Cape Town Covid-19 Covid19 Culture Energy eswatini Ethiopia Exclusive Exclusive Interview Existence Ghana Johannesburg Kenya Mauritius Morocco News Nigeria Rwanda South Africa swaziland Tanzania Top Destination Top Ten Tourism Tourism Africa Tourism Awards Tourism News Tourism Recovery Travel Travel News Travel Tech Travel Tips Travel Trends Uganda Zambia Zimbabwe
Thathomo Property Investments Thathomo Property Investments Thathomo Property Investments
ADVERTISEMENT

ADVERTISEMENT

ADVERTISEMENT
  • The Project
  • About Us
  • Advertise
  • Partner with us
  • Invest In Nomad
  • Donate
  • Get In Touch
Call us: +27.[0]10.590.6264, +27.719.130.776, +27.610.817.489 Email: info@nomadafricamag.com.
Send all press releases to editor@nomadafricamag.com.

© 2015 - 2022 All Rights Reserved 2414 Publishing (Pty) Ltd. Designed & Developed by: CreativeMagic Group.

No Result
View All Result
  • Home
  • Tourism News
  • Features
  • Top Destinations
  • Beliefs & Existence
  • Spotlight
  • Showcase
  • Watch
  • COVID19 Updates
  • Subscribe
  • Login

© 2015 - 2022 All Rights Reserved 2414 Publishing (Pty) Ltd. Designed & Developed by: CreativeMagic Group.

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Wait! Have You Signed Up For
Our Weekly Newsletter?

Sign up for Nomad Africa’s weekly newsletter and never miss out on
travel and tourism updates across the continent of Africa. Get industry insights,
travel tips and understand how the latest trends will affect your business.
Learn more about African culture and support tourism in Africa.

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
Cookie SettingsAccept All
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT
en English
af Afrikaansar Arabicbg Bulgarianny Chichewazh-CN Chinese (Simplified)hr Croatiancs Czechda Danishnl Dutchen Englishtl Filipinofi Finnishfr Frenchde Germanel Greekha Hausahaw Hawaiianiw Hebrewhi Hindiig Igboid Indonesianga Irishit Italianja Japaneseko Koreanla Latinlt Lithuanianms Malaypl Polishpt Portuguesepa Punjabiru Russianst Sesothosn Shonasl Slovenianso Somalies Spanishsu Sudanesesw Swahilisv Swedishth Thaitr Turkishuk Ukrainianur Urduvi Vietnamesexh Xhosayo Yorubazu Zulu

Add New Playlist