Africa is on Demand

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The past few decades the world has been looking at major fashion cities such New York, Milan, Tokyo and Paris for fashion and new trends. Many have never imagined that Africa would be considered the fashion inspiration.

African creativity is currently at the forefront of what is happening in the industry worldwide.

We have reached the point where we realize that it is not only about receiving what we see but share with rest of the world how we see ourselves without being influenced by Western platforms. Although with this success, it is hard to ignore that international brands have been appropriating our cultures and excluding us in the process. According to the South African fashion Handbook “the rest of the world continues to take inspiration from across the continent but Africans aren’t benefiting from the popularization of fashion inspired by our cultural garb”.

This is an alarming issue considering that they take what is ours and they protest that it was originally created by them. In all the digital activism, we are seeing many creatives taking the stand, creating platforms that put us in the right directions to be “on demand”. Whether they are fashion designers, photographers, musicians or creative directors, they are seeing the gap created between Africa and the rest of the world. They are seeing the value of being authentically us and in the word of Trevor Stuurman “giving them what they won’t find on Google”.

Siya Beyile of The Threaded Man has been in the lead when it comes to telling the story of young African men who love fashion, and proving that wearing African brands does not make you any less cooler, but sets the tone of how the rest of the world sees our distinctive taste. From designers such as Laduma Ngxokolo, Rich Mnisi and Chuulap, these designers are not shying away from creating sharp edge designs and custom made African patterns inspired by our cultures.

Not forgetting Kwena Baloyi and Sho Madjozi, who have become the African trendsetters and sure have the world looking at them for inspiration. It is comforting to see that Africa is on its way to become respected in the fashion industry. The more people create, the more we are becoming relevant and showing the diverse talent we have. Africa is on its way to become the leading fashion destination and the world is definitely watching.

Jay Madonson


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