African fashion has always been known for its colours and patterns and has grown in popularity. The industry has become more diverse and more inclusive.
What is African fashion?
“African fashion bordering between desire and rebellion,” title of one of France24 news coverage
“It is about selling across “African borders,and European borders. It is about bringing people together,” Daniella Ovuno, Fashion Designer from Gabon.
Baay Sooley, Fashion Designer, Senegal, “It is a contemporary vision for Africa, blending the modern aesthetics with an African feel.”
We spoke to Ntsika Tyatya, Public Relations Manager Maxhosa By Laduma, a South African knitwear brand founded in 2012 by Laduma Ngxokolo.
Maxhosa designs showcase the Xhosa people’s beauty, culture, language and aspiration. It has evolved to become a leading African lux, premium and mass heritage fashion and lifestyle brand.
For Africa’s fashion industry to competitively be at par with other players globally, Ntsika says, “Quality is what it is and aspiration, as well the creativity.”
What is the biggest challenge facing the African fashion industry?
I think the next challenge, I would say, is that the prominent designers are more visible, and the challenge is that the smaller guys have breathed underwater.
The recession made people look for the true value, not the ones they will buy for the sake of support.
The non-prominent designers suffer more, as there are lost in the noise. Colour is also a great trend, where one colour can make an entire outfit, were all white or all black.
Another great trend is wearing clothes to serve a function instead of just being threads.
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What is defining the fashion industry within Africa currently? This is because global brands have been making inroads and opening stores. Is there something that is attracting them?
It has a multiverse of DNA to offer, and all that DNA adds has a unique appeal.
What are some of the top five trends shaping the industry?
A few trends are emerging; print is becoming increasingly emerging, as designers look towards their own cultures as inspiration. The technology of fabrics, as well as clothes, is now part of the fashion journey.
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What can make African brands compete effectively with global brands?
Quality is what is an aspiration, as well the creativity.
It seems everything is changing in the fashion industry — especially the consumer.
True, the consumers are more knowledgeable, and the fashion industry can be educated on history and anthropology. For example, we have taken the essence of Xhosa and thus taken consumers on the Xhosa journey and culture through fashion.
What are the most noticeable elements of change in your perspectives and how customers interact with fashion brands and engage with various products?
People want to know the story behind the brand; they do not just want to buy the product. They seek more product information and more value, also how long it will last.
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What do you see as the most important challenges for fashion players as they continue to deliver on improving their sustainability records?
The fashion players must be able to look at not cutting corners. They must do the work and genuinely care, not about just their own environment, but look at their resource, human resources, and the global impact they make. We must merge consciousness with a conscience.
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