By Otiato Opali in Addis Ababa, Ethiopia | China Daily | Updated: 25-11-2023 08:52
A model dressed in an outfit made partly of fishnet poses on the runway during Kibera Fashion Week in October in Nairobi, Kenya. The event was meant to showcase the beauty of Kibera, Kenya’s largest slum, and was attended by many residents. [Donwilson Odhiambo / Getty Images]
Despite the many challenges facing the industry, the continent has many unique factors that may propel it to success
Editor’s note: Fashion weeks and trade shows in Africa provide platforms as local designers gain recognition for their unique style and use of local resources. China Daily examines the potential and challenges facing the booming industry.
At the Africa Sourcing and Fashion Week held in Ethiopia this month, award-winning Kenyan designer Aulga Nato happily showcased her designs.
During the four-day fashion show held in the Ethiopian capital Addis Ababa, models wearing designs from Nato and its fellow designers walked down an outdoor runway at the Skylight Hotel. The event, which is among the top fashion shows on the continent, attracted 5,150 visitors, according to organizers.
“African fashion is just becoming known around the world. I have seen African aesthetics that are so different from what we see around the world,” Nato said. “The rest of the world is just repeating designs, but Africa is introducing new and fresh ideas. And I think right now, we’re the in-thing.”
Nato is well aware of this, having been named African Emerging Designer of the Year at the African Icon Hope Awards last year. He believes that Africa is the future hub of global fashion.
According to a UNESCO report titled “Africa’s Fashion Sector: Trends, Challenges and Opportunities for Growth” released in October, the continent is emerging to become a new global fashion leader.
“Africa’s young, innovative and growing population, rising middle class, rapid urbanization and increased government support are some of the factors fueling the African fashion sector. The potential is huge, not only for the economy but also for youth inclusion, women empowerment and for African culture to resonate globally,” the report said.
Despite the fact that the majority of African fashion businesses are micro or small and medium-sized enterprises targeting a hyperlocal ready-to-wear and made-to-order market, the report also identified a growing number of high-fashion brands concentrated in key markets such as Ivory Coast, Ghana, Kenya, Nigeria, Rwanda, Senegal and South Africa. These provide luxury products for a small group of local and international customers with high purchasing power.
Grace Mbugua runs one such brand and agrees that there is room for growth in Africa’s fashion industry.
Mbugua, who attended the fashion week in Addis Ababa, said such events will go a long way in making people take notice of African fashion.
“One of the benefits of such fashion shows is the business development that comes through exposure, collaborations, learning what people are looking for and what the latest trends are. Ethiopia is one of the largest producers of leather products and I had the opportunity to see some of the skin they have,” said Mbugua, who runs J-lo Collections which makes products in leather, textiles and home decor. “They have beautiful and sophisticated skin and I can’t wait for Kenya to get there.”