This season, models from London to New York were adorned in colorful and bold designs fit for a queen or king.
“{My trends} are designed to make a woman feel treasured,” explained a fashioner from Africa at Africa Fashion Week London (AFWL). The twists and turns of vibrant patterns and daring prints are what exemplify authentic African designers. Culture was on the runway in New York at Africa Fashion Week New York (AFWNY) as models showcased clothing lines from rising designers from Africa. AFWNY had one objective in mind and that was to raise awareness towards African fashions. Over in London the CEO and Founder of AFWL, Ronke Ademiluyi was creating platforms for underrepresented African fashioners. These designers were able to debut their creations for the first time. Could African fashions dominate the mainstream market and serve up good competition?
Throughout the years, trends originating in Africa have influenced a lot of what you see in the mainstream market. From Kente cloth head wraps, to heritage prints and cultural motifs. Most recently, some of America’s largest retailers have added “Heritage” and “Culture” sections to their stores due to the popularity of prints and African influenced trends. The garments found in those sections resemble some of the original African crazes. While mainstream has the idea, AFWNY and AFWL are hitting hard towards raising awareness towards the originators.
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The founder of AFWNY spoke on the future of African fashion. “I want boutiques and buyers to take us seriously, as designers from Africa looking to be showcased in stores.”
Oftentimes African designs can only be bought at vendors or small boutiques, but what’s the hold up at large retail stores? “”We understand that the fashion industry has its standards that in some ways shape or form, and we have to abide by that. At the same time we do have a responsibility to represent what it means to be from Africa. There are different shapes sizes colors and those things are represented here and we’re proud of that.” While some African fashion fans may be getting impatient, it’s safe to say that African fashion may just be crossing over, considering that major media was in attendance at the shows. With heavy hitters such as CNN and others, the fashion world is clearly watching.
Over in London, designers continue to shed light on their techniques “We are about showcasing African craftsmanship, its about showcasing what we can do at home, homemade stuff, so even though our stuff is designed here, we produce here in Nigeria, it’s important for us to source everything in Nigeria and work with local craftsmanship.”
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With the noticeable quality and popularity of the African designs the question about making it into mainstream has already been partially answered. The dedication that founders like Disu and Ronke put into their organizations serve as the true awakening. In support of AFWNY, Mayor Bloomberg gave founder Bisu a proclamation stating, “Fashion is vital to our city.” In addition, the honorable Nelson Mandela has a fashion label named after his charity 46664 which reinvents some of the fashions he wore during his days as president in 1994. The fashion line recently debuted in South Africa and the runway models couldn’t have looked better. “”Someone who is quite fashionable would love some of the colors, someone who is little bit more conservative is going to find a very interesting shirt and a pair of denim,” said Wayne Bebb, Ceo of Brand ID, which manages the 46664 label.
As a Nigerian myself I understand the importance of support. While there is plenty, we need more fearless innovators from Africa, an increase in support from embassies as well as the Mayor’s office and in time, we will be able to continuously diversify the fashion world.
For more information go to AFWNY and AFWL please visit their websites!
