The fashion industry is a demanding mistress, hard to satisfy and maintain even to some of the wealthier countries of the world. So it is no surprise that this industry is struggling in the developing Continent of Africa. Of course different countries have different economic situations, and have different priorities towards fashion. However the main problems seem to lie in the lack of skills to compete competitively in an international scene, and not in lack of interest.
Pepita D is a Cotonou (capital of Benin) based designer who is a young designer, and also president of the bi-annual African Couture Festival held in Niger. Pepita has had the opportunity to travel all over Africa and Europe researching the fashion industries in these places. Her travels have allowed her insight on some of the problems the fashion industry face in Africa.
“The main problem is the lack of skills as a result of no investment in training for the workforce needed to maintain a profitable fashion industry. She advocates apprenticeship as the main way of skills transferral, though this is a great challenge because of the severity of poverty in Africa. People would rather work to put food on the table instead of interning and enduring training without pay.”
Industry
The African continent is a huge and complex place. Fighting for attention along with the ongoing economic situation is politics, governments, corruption, poverty, famine, and wars to name a few. Against the list above the world of fashion seems unimportant, however one can never underestimate the wealth that lies in the arts and crafts and the long history of wisdom that is entangled within them. It is important to keep these qualities in the communities and cultures alive. Founder of the Festival of African Fashion and Arts (FAFA) Ann McCreath says
“The international community rarely focuses on the immense knowledge and creativity that exists in this part of the world. We have an extremely visionary group of artists who are joining forces to showcase the very best that African fashion has to offer. We’re also using fashion as a means to impact positively on communities, something that the global fashion industry is only beginning to explore in its quest for a more ethical and responsible way of developing”
Fashion is often approached in events that are inclusive of other important topics of the nation. For example ‘Fashion for Peace’ was developed after the troubles of the 2008 elections in Kenya, helping to portray a more positive image. The event is a glamorous collaboration of some of Africa’s top fashion designers.
‘Fashion for Peace’ was cconceptualised by Ann McCreath, also creator of Kenyan fashion label KikoRomeo. “The objective is to draw attention to the sophistication which exists in Kenya and on the African continent while building on hope and promoting peace.” Says McCreath.
Up & Coming Designers
I LOVE LEROY (by Sarah Webber) - South Africa
Sarah Webber won the young designer Award in 2008.
Many people on blog sites have commented on the lack of african in influence in her designs. I wasn't very impressed to be honest, I'll post some images as soon as I can figure it all out.
Other African Designers
- Marie Bishara - Egypt
- Sister Buck - South Africa
- Oswald Boateng - Ghana
- Claire Kane - Senegal
- Remi - Nigeria
- Marc Bouwer - South Africa
- Azzedine Alaia - Tunisia
- Vlisco Fabric House - Strong influence in West and Central Africa
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