Written by: Jessica Solomons
It’s taken time, but finally international designers and fashionistas are beginning to recognise Africa’s design talent and manufacturing potential.
While Africa has provided much inspiration for the international fashion market over the years and motivated some of the hottest print trends to hit the catwalks, its role in the global fashion scene is becoming more prominent and moving far beyond the aesthetic with several African countries now drawing international business from the fashion elite who are looking to develop their product lines using the skills and materials that the continent has to offer.
Famous Irish singer and U2 front man, Bono, and his wife, Ali Hewson, are two celebs investing in Africa as the future of fashion. With the establishment of their company, Edun, in 2005 they have been helping position Africa as a viable source of fashion production. By producing their clothing lines in impoverished African countries, Edun is not only helping to increase the income of locals and thereby improve living standards but they are also encouraging other international fashion companies and design houses to do more business in Africa.
The International Trade Centre launched the Africa Inspires initiative as part of their Ethical Fashion programme and, much like Edun, this project aims to encourage international fashion designers to develop product lines using local African craftsmen and resources. Africa Inspires is making big strides and is already proving to be effective in reducing poverty and creating a link between manufacturers in Africa and high profile designers from abroad. With the likes of Diane von Furstenberg jumping on the band wagon Africa is quickly becoming the fashion world’s top destination for manufacturing high end designer clothing lines.
What makes initiatives like Africa Inspires and Edun so special is that they allow the talent and culture of Africa to be brought to the world stage but equally as important is the fact that these projects ensure all employees are given fair wages and enjoy good working conditions. For those fashion houses looking to up their green credentials and encourage socially responsible fashion, taking their business to Africa makes sense. Knowing that you can produce fashion that is not only beautifully crafted using the techniques unique to Africa, but that also meet the standards of ethical trading, is a big draw card for the eco fashion conscious around the world.
It’s important we all do our part to ensure the growth of business in Africa and just as important, ensure the growth of socially responsible fashion and ethical trading for which there is a growing demand. By simply being aware and supporting projects like Africa Inspires and Edun, we can generate even more interest in Africa and green living and hopefully change the world one dress at a time.
The liveeco team
