With a rapidly expanding industry valued at $15.5 billion annually and fashion weeks around the globe, the African fashion and creative industry is no longer confined to the continent. From New York to Paris, and now Dubai, Africa’s top creative talents and their design influence is seen everywhere. This wave is driven by cultural pride, innovative design, and a young, urban population boosted by digital platforms.
In 2020, Beyoncé’s “Black Is King” showcased African designers, featuring creations by Loza Maléombho and elevating them in global pop culture. Similarly, Afrobeat artists like Tiwa Savage and Yemi Alade have been seen wearing bold and modern styles by African designers such as Kenneth Ize and Turfah, further spotlighting the continent’s fashion talent and their impact on the global community.
This cultural movement, already gaining worldwide popularity, found a new home at the inaugural Africa Fashion Week Middle East (AFWME) in Dubai’s DIFC Gate Village in March 2023 and the subsequent community-led activations by AFWME.
Showcasing incredible talent, the inaugural edition featured designers like Urban Zulu from South Africa, Ntombi Couture, and Mantsho, the first African designer to collaborate with H&M. Attendees also enjoyed fashion talks, workshops, and digital showrooms, creating an immersive experience that highlighted the innovative and diverse nature of this market.
Breaking new ground, the integration of the metaverse offered digital showrooms that further highlighted the innovative spirit of Africa’s talented creatives.
Speaking of the influence of African talents, designers like Imane Ayissi and Anifa Mvuemba are shaking things up—Ayissi mixes tribal art with Parisian chic, while Mvuemba’s 3D fashion shows push creative boundaries. Andrea Iyamah and Adebayo Oke-Lawal of Orange Culture are also making waves, challenging stereotypes and celebrating diversity. These designers, from Africa, are crafting cool, contemporary styles that speak to fashion lovers in all parts of the world.
The innovation is there, but what’s missing is broader representation of African talent, necessary for bringing fresh perspectives and unique aesthetics to the global fashion scene. Take Sindiso Khumalo, for instance, who collaborates with NGOs and local artisans to create handwoven textiles, promoting sustainability while celebrating her roots.
Connecting Africa to the world, Africa Fashion Week Middle East (AFWME) has become a prominent platform for bridging the gap between African designers and the Middle Eastern market. Founded by a group of female entrepreneurs and hosted in Dubai, the AFWME has quickly gained recognition for its dedication to showcasing the best from the continent’s top talents and creatives.
With its commitment to inclusivity and cultural exchange, AFWME is setting the stage for African designers to shine on a global scale.
In line with our vision to celebrate inclusivity and diversity as a publication, Soigné Middle East is excited to announce our official media partnership with Africa Fashion Week Middle East for the 2024 edition. This partnership is all about putting African designers in the spotlight within the Middle Eastern market, creating the way for cultural and economic exchanges, and celebrating the beauty and creations that are masterminded by African fashion designers.
Stay tuned as we continue to bring updates on all the upcoming activities and events lined up for the rest of the year.
