In the landscape of African fashion and creativity, Emmanuel Ekuban is establishing himself as one of the key figures of the new generation of designers and innovators. Founder of Debonair Afrik, a digital platform dedicated to promoting African talent, Emmanuel doesn’t just tell the story of the continent’s creatives, he propels them onto the world stage. In this interview, he takes us behind the scenes of his career, his aspirations as Executive Creative Producer, Brand Director and Consultant, and his initiatives to support young talent in the African fashion industry. He also shares his views on the challenges facing emerging brands and the importance of authenticity in a rapidly transforming sector.
How and when did Debonair Afrik come into being?
Debonair Afrik really took shape in a setting close to my heart, over dinner with friends. We started talking about how to showcase our work and that of other African creatives in a space that really mattered: the international scene. It started as a blog, a modest platform where we could share our creative expressions and stories. Today, the Instagram page has over 50K followers.
What is the main objective of this digital platform?
Debonair Afrik’s core mission is simple: to amplify African creativity on a global scale. We aim to give African creatives the visibility they deserve using today’s widely used social networks. It’s all about highlighting the continent’s talent, showcasing our unique blend of tradition, culture and innovation.
What is your business model?
Our business model is quite simple, we operate under both a publishing and an agency model. Through the publication, we showcase the best of African fashion, art and culture, while the agency works closely with brands to help shape their narrative and evolve their vision.
Can you tell us about your team?
I’m extremely proud of the team behind Debonair Afrik. They are the backbone of everything we do, working with grace and dedication to bring our vision and mission to life. Each person on the team brings their own unique strengths and creative ideas, and together we’ve built something truly special.
Can you describe your role as Executive Creative Producer?
As Executive Creative Producer, my main role is to oversee the creative direction at Debonair Afrik. I work closely with our customers to create and execute strategies that match their vision. Essentially, I help bring their ideas to life, ensuring that everything from concept to final product reflects the brand’s identity and resonates with their audience.
What are your responsibilities as Brand Director and Consultant?
In my role as Brand Director and Consultant, I’m passionate about helping brands find their voice and stand out in the industry. I work closely with clients to build brands that not only survive in the competitive fashion landscape, but also appeal to a global audience. Whether through strategy development, creative direction or branding, I focus on creating lasting impact for brands.
Do you work exclusively with established brands?
I work with both emerging and established brands. One of the most rewarding aspects of my job is being able to learn from brands, both new and experienced, and contribute to their growth. It’s exciting to shape new ideas by applying my branding and marketing skills to make a significant impact in the fashion industry.
Is it possible for small brands to access your services?
We welcome small brands. If they’re ready and committed, we’re more than happy to offer our expertise and help them grow. Every brand, whatever its size, deserves the opportunity to realize its full potential.
Why is it essential for a brand to invest in art direction and content production?
For a brand to truly stand out in today’s fast-paced industry, content is key. It’s a powerful digital asset that enables brands to connect with their audience, tell their story and reinforce their message. Without strong art direction and quality content, a brand risks fading into the background.
Do you have your own brand? If not, is this something you’re considering?
Not at the moment, but who knows what the future holds? It’s certainly something I’m considering, a project that reflects my creativity, vision and tastes. For now, I’m concentrating on helping other brands to thrive, but having my own brand could be an exciting new chapter.
What are the main challenges you face in your field?
The biggest challenge is to constantly educate people about the value of creative work, as well as dealing with the lack of funding and infrastructure in the industry. While there is immense talent and potential, the resources needed to fully support and nurture this creativity are often insufficient. But I’m working on finding solutions to these funding issues.
Can you share your views on the plagiarism of African designers’ creative ideas?
This is a subject very close to my heart. I believe that the African fashion industry has immense untapped potential, but it’s crucial that designers are innovators, not imitators. Plagiarism stifles creativity and limits our ability to think globally. There is so much richness in our culture and community, so many ideas just waiting to be discovered. My hope is that creators will continue to explore these ideas and create works that are both unique and true to their identity.
You are actively involved in supporting designers through training courses and conferences. Can you tell us more about these initiatives?
Our initiatives aim to support the African fashion industry. Through fashion shows, conferences and training programs, we give designers the platform they need to showcase their work and develop their brands. These initiatives are our way of contributing to the growth of the industry, helping the continent’s talents and brands get the exposure and recognition they deserve.
Through his answers, Emmanuel Ekuban highlights the many opportunities available to African designers, while underlining the significant challenges facing the industry, such as lack of resources and plagiarism issues. With a clear vision and an undeniable passion for African creativity, he continues to play a crucial role in the transformation of African fashion, whether through Debonair Afrik or his consultancy work. His commitment to promoting innovation and authenticity among African designers makes him a key player in this fast-growing industry.
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