AFWL: A Case for Fashion Promoters & Designers

 Although the African Fashion Week London 2015 has come and gone, memories of it will linger in the minds of the attendees. For two days, 50 designers from across the Africa continent, treated as excited London audience to the best of African inspired fabrics and designs. Summer couldn’t have been better as West hall of the popular Olympia, was daily, packed full of fashion enthusiasts, buyers, reporters and bloggers who came to watch the daily show were packed to capacity with designers putting their best foot forward.

All designers brought their A-game on. Trends broke; some sustained from 2014, however, the vibrant, cheerful colours for which Africans are known, remained a recurrent decimal. There was no doubt that the aim of the organizers which is to promote and showcase the best of Africa’s emerging designers was achieved.

But beyond catwalks, one of the interesting things that happened with the show was what the event did for the people. The show daily attracted Africans in the Diaspora and their friends who came to have a feel of the continent and to savour their roots. Young British born Nigerians, Ghanaians, Ivoirians, and other nationals turned up in attires that either depicted their ‘Africaness’ or attempted to do so. Young girls came in Ankara shirts, Ankara skirts, dresses, or head pieces and other accessories like sandals, bangles, turbans, bags fashioned out of popular Africa prints like Aso oke, Kente, adire, Ankara, etc

Those who didn’t have to wear made quick purchases from the various exhibitors who displays summer dresses crafted from African fabrics. Food vendors were also on hand to sell the rich delicacies from Nigeria. Attendees were treated to sumptuous meals like edikainkon, jollof rice and dodo, rice and ofada stew, etc. there was also entertainment dominated by songs by Nigerian artistes.

The efforts of Africa Fashion Week London team led by Ronke Ademiluyi, was quite inspiring for both Nigerians and non Nigerians who graced the 5^th edition of the show. It evokes love for country, culture, fashion and lifestyle.

But as the show came to a close on the last day, I was standing tall in my heart for the Nigerian fashion house called Needle Point who closed the show with a brilliant, well thought out of collection and expectedly executed on the runway.

For a show that cost well over $100,000 to execute and one that put Nigeria in good light, not a penny came the way of the organizers and designers from the Nigerian government coffers. Everything was though private and self initiative. Our designer was self sponsored hoping perhaps to have the good fortune of getting the attention of international fashion buyers. Yet, the fashion industry in Nigeria, just like their music and movie counterparts have helped in putting Nigeria in good light and stead more than government with all their financial might have been able to do.

This was not the case with the South African continent to the event. Unlike their Nigerian counterparts who had to pay her way, 20 South African designers were sponsored to the show by their Department of International Tourism. The KZN Fashion Council, South Africa Collective, justified government’s financial backing with a spectacular outing that brought day one to a dramatic close. It was a culture walk on the catwalk as they showcased a collection that showed off the richness, and splendor of their country; a rich display of traditional costumes full of vibrant colour and more colours, portraying the very soul not just of the Zulu Kingdom but of the Africa continent. They finished off to the envy of all while their kinsmen cheered from all angles of the venue.

“This is what we want government to replicate” says Ronke Ademiluyi who lamented the lack of sponsorship from government and corporate bodies. “We would advocate for sponsors for the initiative not for us but for designers because it promote Africa in a positive light; the designers, the talents and there isn’t any other platform that supports Africa in the whole of Europe” she says

The lesson from the African Fashion Week London is clear. Nigeria with an established fashion industry, currently, producing countless young designers who are all making waves both at home and abroad, deserves a fashion council. In fact, they are overdue for one. Such initiative in other fashion capitals, across the globe, help to push for the interest of designers in their various countries. The South Africa example is commendable. The recent launch of N1bn for the fashion industry in Nigeria by the Bank of Industry is also commendable. This kind of initiative will help designers expand their businesses and build production hubs.

Across the globe, the fashion industry is worth over $1 trillion. Nigeria needs to key into this. But more importantly when designers like Needle Point, Deola Sagoe, Frank Osodi, Tiffany Amber grace international catwalks, they not only go to promote their designs but the country they represent.

Fashion promoters like Ronke Ademiluyi, Lexy, Mojo Eyes, and Omoyemi Akerele deserve to be encouraged. This is how fashion is done in other developed countries of the world.

-Jemi Ekunkunkor writes from London       

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About TRENDY

Shift from the Memorization of Facts to the Understanding of Principles.