The business model for Fashion Weeks in Africa
Abidjan Lagos Cape Town Accra Johannesburg These fashion capitals are little-known on the international scene, yet they regularly bring together fashion shows, buyers, journalists and celebrities to celebrate fashion, music, culture and gastronomy. The business model for fashion weeks in Africa is similar to that of sports competitions or festivals.
Ambitious, creative businesswomen work both behind the scenes and on stage to produce events whose longevity commands respect. Dakar Fashion Week, initiated by Adama Paris, celebrates its 21st edition. Lagos Fashion Week, founded by Omoyemi Akerele, has just passed the symbolic 15-year mark.
Izuzu Motors, L’Oréal Paris, Heineken sponsor Fashion Week
Prospecting for sponsors is a major challenge for entrepreneurs starting out in the events business. Lagos Fashion Week is sponsored by the giant Heineken. South Africa Fashion Week’s partners are Isuzu Motors, the prestigious Japanese car manufacturer, and L’oreal Paris. The events are open to the public, who pay for their tickets in the same way as for a concert – prices vary according to proximity to the Seine, in this case the podium.
At each event, which takes place over several days, some thirty designers present their collections. Generally, one evening is dedicated to promoting young talent, followed by a second evening reserved for established designers whose reputation guarantees the sale of tickets.
Designers pay a fee to present their collection. fees vary according to their level of notoriety accommodation and catering can be provided for guest designers from other countries participation of young talent is often subsidized
Local structures specializing in the creation of unique experiences are called upon for lighting, decoration and sound. The level of quality and execution of events in Africa corresponds to international standards.
See now buy now
Designers are getting organized to take part in various fashion weeks in Africa and establish their reputation. They are also looking to do business. The pieces presented are available for sale after the show.
Event organizers and retailers organize themselves so that potential customers can acquire the collection pieces immediately. Partner retailers are identified to welcome buyers who come with photos taken at the show.
WhatsApp stores and Instagram DMs are also used to respond to consumer requests.
The 2024 calendar of Fashion Weeks in Africa
South Africa Fashion Week
The event will take place in Joburg from September 26 to 28, and will feature some 40 designers.
- Afrikanswiss
- Alca
- Artho Eksteen
- Belhauzen
- Candid
- E_mania
- Ellen Madie
- Ephymol
- Erre
- Essie Apparel
- Fikile Zamagcino Sokhulu
Fashion Week By Elie Kuame
The first edition will take place from October 10 to 13 in Abidjan, with a launch afterwork on October 10, a young talent contest on October 11, the fashion show on October 12 and the closing brunch on October 13. Among the brands announced, we can count on some sure-fire names on the Ivorian scene.
- Ibrahim Fernandez – Ivory Coast
- Awa Meite Design – Mali
- Olooh Concept – Ivory Coast
- Maison Elie Kuame – Ivory Coast
- Adama Paris Studio – Senegal
- Simone and Elise – Ivory Coast
- Pelebe – Ivory Coast
- Loza Maléombho- Ivory Coast
- The Sophia Momodu Brand – Nigeria
Lagos Fashion Week
The next edition will take place from October 23 to 27 with prestigious Nigerian brands.
- Fruché – Nigeria
- Maison Elie Kuame – Ivory Coast
- Mariah Bocum Couture – Mali
- Aso – Nigeria
- Atafo – Nigeria
- Bloke- Nigeria
- Clan- Nigeria
- Cute Saint- Nigeria
- Fia- Nigeria
- Odi Mimonet – Nigeria
Dakar Fashion Week
The 21st edition of this major African fashion event will take place from December 5 to 8. The official list of designers has not yet been unveiled.
The 2024 calendar of fashion weeks and events in Paris
Visionaries fashioning Africa
On September 25, a conference bringing together the avant garde of African fashion to discuss the state of African fashion today and its future prospects. The event will take place in Paris’s Soho House with the avant garde of African fashion.
- Bubu Isigo founder and artistic director of the Iamisigo brand
- Adama Paris founder of Dakar Fashion Week and the Adama Paris Studio brand
- Emmanuel Ororo, artistic director of the Emmy Kasbit brand
- David Tlate, Artistic Director of the Tlale brand
- Ntsika Tyatya Culture & Communication Brand Lead Maxhosa
- Aristide Loua Founder and artistic director of the Kente Gentlemen brand
- Nsimba Valene, consultant and founder of the Libaya brand
African Fashion Week Paris
On September 26, 2024, African Fashion Week Paris (AFWP) opens a new chapter for African fashion with its inaugural event “Le Premier Voyage”. Set in Le19M’s La Parcelle cultural garden, this first edition showcases African creative industries through fashion, music, culture and gastronomy.
Visitors will discover collections by African designers who reinterpret traditional know-how with a contemporary approach. Among them, Iamisigo, directed by Bubu Isigo, explores African craft techniques. Victor Hart fuses African and Italian heritage in his hand-woven pieces. Finally, Emmanuel Okoro, co-founder of Emmy Kasbit, offers timeless creations featuring Akweté, a typical Nigerian fabric.
228 International Fashion Festival
The French edition of FIMO228 will take place from September 28 to 29 at the Pavillon Gravelle in Paris.
- Eliette Lesuperbe – France
- Ejiro Amos Tafiri – Nigeria
- Unik Dress (Don Hugo) – Ivory Coast
- Griffnoir – Togo
- Chimzatouch – Togo
- Nacto Warbler – France
- Katie O Eleganza – Ghana
- Boris Koudinguissa – Congo
- Ducteil Christiane – France
The Black Fashion Xperience
This event, organized by Adama Paris, will take place from September 28 to 29 at the Cercle National des Armées in Paris.
On the theme of AFRICAN RENAISSANCE, Black Fashion proposes a hybrid, diverse fashion with a different body sensibility. It’s fashion at the crossroads of cultures, brimming with fabulous creative energy and uninhibited by prejudice. The Black Fashion EXPERIENCE is first and foremost a showcase for African fashion, it’s about culture not color. Ibrahim Fernandez and KarimTassi are among the designers presenting their collections.
The Tranoi show
For professionals fromince 2022, Salon Tranoï in partnership with Creative Africa Nexus has been promoting African creativity with a space dedicated to the collections of 20 African designers. This trade show welcomes buyers and journalists to discover the avant-garde of international fashion with designers from Japan, South Korea, Italy and Spain. It takes place from September 26 to 29 at the Palais Brongniart in Paris.
- Adele Dejak – Kenya
- Bloke – Nigeria
- Boyedoe – Ghana
- Christie Brown – Ghana
- David Tlale – South Africa
- Dina Shaker – Egypt
- Doreen Mashika – Zanzibar
- Judy Sanderson – South Africa
- Katush – Nairobi
- Kente Gentlemen – Ivory Coast
- Late for work – Morocco
- Mafi Mafi – Ethiopia
- Olooh Concept – Ivory Coast
- Orange Culture – Nigeria
- Reem Jano- Egypt
- Rich Minsi – Nigeria
- The Cloth – The Caribbean
- Vanhu Valve – Zimbabwe
- We.are – Nairobi
- Wuman – Nigeria
- Thebe Magugu – South Africa
Fashion Weeks in Africa and Paris bear witness to the dynamism of Africa’s cultural and creative industries.
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