{"id":10375,"date":"2025-08-08T21:24:33","date_gmt":"2025-08-08T19:24:33","guid":{"rendered":"https:\/\/africafashiontour.com\/roots-african-crafts-in-the-spotlight-at-whos-next-paris\/"},"modified":"2025-08-08T21:24:33","modified_gmt":"2025-08-08T19:24:33","slug":"roots-african-crafts-in-the-spotlight-at-whos-next-paris","status":"publish","type":"post","link":"https:\/\/africafashiontour.com\/en\/roots-african-crafts-in-the-spotlight-at-whos-next-paris\/","title":{"rendered":"Roots: African crafts in the spotlight at Who’s Next Paris"},"content":{"rendered":"
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As global interest in African fashion continues to grow, platforms like ROOTS: Made in Africa by Lhaude Africa<\/strong> are establishing themselves as authentic and impactful gateways. Founded to highlight the richness of African design, ROOTS has evolved into a true retail movement, connecting African luxury brands to new global markets through immersive pop-ups in cities such as Accra, Cape Town and New York. This summer, ROOTS takes the next step by presenting a trio of up-and-coming African luxury fashion brands at Who’s Next Paris<\/strong>, one of Europe’s most prestigious fashion trade shows, to be held from September 6 to 8, 2025<\/strong>. <\/p>\n

\"Kwelaku<\/p>\n

Who’s Next Paris, an international springboard for African fashion<\/h3>\n

For many African fashion entrepreneurs, trade shows like Who’s Next represent a crucial inflection point. With thousands of buyers, agents and retailers from all over Europe, Asia and the Middle East, it’s a rare opportunity to stake a claim on the international stage. ROOTS’ presence at this event underlines the growing recognition of African know-how and creativity. <\/p>\n

Rhoda Aguonigho, founder of Lhaude Africa, explains: “ROOTS is more than a series of pop-ups. It’s a celebration of Africa’s vibrant creativity and a bridge connecting African artisans, businesses and consumers across the continent. Through pan-African commerce and collaboration, we showcase the brilliance of ‘Made in Africa’ products while fostering a thriving ecosystem that strengthens Africa’s creative spirit.”<\/p>\n

\"Scqueeze\"<\/p>\n

Meet the brands presented<\/h3>\n

ROOTS has carefully selected three up-and-coming African luxury brands, each bringing a unique vision and exceptional craftsmanship:<\/p>\n

Scqueeze<\/strong>: Bold, powerful and resolutely feminine, Scqueeze is carving out a place for itself in contemporary fashion with designs that marry avant-garde shapes with refined craftsmanship. Focusing on form and function, the brand creates garments that command a presence. Scqueeze has been featured in British Vogue and Harper’s Bazaar UK. <\/p>\n

Kwelaku<\/strong>: Minimalist, intentional and deeply rooted in African identity, Kwelaku is a slow fashion brand for the global woman that values meaning as much as aesthetics. Through thoughtful silhouettes and heightened basics, the brand champions enduring elegance and understated storytelling power. <\/p>\n

Trax Apparel<\/strong>: Trax Apparel is renowned for its emphasis on storytelling through unique fabrics, hand-painted artwork and intricate embroidery. Their collections combine urban elegance with deep cultural references, offering a unique visual language that resonates on a global scale. <\/p>\n

Supporting the sustainability of African brands<\/h3>\n

As African fashion experiences a cultural and commercial ascendancy, platforms like ROOTS ensure that this growth is not just visible, but sustainable. Beyond moments of visibility, ROOTS invests in the long-term viability of African brands, offering trade readiness, retail support and cultural relevance across borders. <\/p>\n

If you’re in Paris, be sure to visit the ROOTS stand at Who’s Next Paris to connect directly with designers, feel textures and discover the craftsmanship that is redefining global fashion.<\/p>\n

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