This summer, London’s iconic West End will transform into a vibrant celebration of African excellence as TALES (The African Lifestyle Experience) returns with its most ambitious luxury showcase yet: Reimagine 2025.
Hosted at the luxurious Luxury Promise 28 Cavendish Square, just off Oxford Street, Reimagine 2025 promises ten days of curated experiences, fashion-forward storytelling, and unrivalled cultural flair.
With over 70 curated brands, from fashion and beauty to art, music, and home décor. This year’s TALES will spotlight the brightest creative talents from Africa and across the diaspora.
“TALES is more than a marketplace — it’s a cultural movement,” says Bukky Asehinde, founder of Bellafricana and CEO of TALES Global. “This is about re-sourcing the roots of our creativity and reimagining how the world engages with African craftsmanship.”
What to Expect at TALES 2025:
- 70+ Cutting-Edge African Brands
Discover one-of-a-kind pieces: from bold fashion in traditional textiles like Aso Oke, Adinkra and Bantu, to luxe handmade beauty and bespoke interiors. Every product tells a story of heritage, reinvention, and excellence. - Fireside Chats with Industry Icons
Say goodbye to stiff panels, these intimate, honest conversations bring together trailblazers and tastemakers to explore the future of African entrepreneurship, culture, and design. - Kidpreneur x The Veteran
A standout feature returns: spotlighting rising Gen Z entrepreneurs like Oreofe alongside industry legends such as Gloria Ije Anyaehie-Coker, founder of GIA1 Fashion, bridging generations of innovation. - Exclusive Travel Offer with Air Peace
TALES is partnering with Nigerian airline Air Peace to offer a 15% flight base fare discount for brands and attendees flying to London, further connecting the diaspora through creativity. - Powered by Bellafricana: A Global Movement
Backed by Bellafricana — a platform empowering African creative entrepreneurs across 18+ countries, TALES is championing authentic African stories, craftsmanship, and visibility on the world stage.
In Partnership with the City of Westminster
The 2025 edition of TALES is proudly supported by the City of Westminster, further cementing London’s commitment to diversity, innovation, and inclusive cultural celebration in the West End.
This collaboration ensures that TALES is not only seen but fully embraced across some of the UK’s most visible marketing channels through support from New West End Company via Oxford Street’s Instagram and website to a city-wide spotlight on creativity.
This reflects the West End’s continued evolution into a vibrant city that champions global creativity and cross-cultural celebration.
Why It Matters
Following the runaway success of TALES 2024, which featured 40 brands and attracted a global audience, Reimagine 2025 raises the bar. With London’s fashion and cultural scene increasingly embracing diversity and authenticity, this event is a timely and necessary celebration of African brilliance in design, spirit, and vision.
Whether you’re a fashion enthusiast, culture lover, or global tastemaker, TALES 2025 is where Africa’s future-forward creativity meets London’s cultural heartbeat.
Event Details:
- Venue: Luxury Promise, The Corner Showroom, 28 Cavendish Square, London W1G 0DB
- Dates: July 25 – August 3, 2025
- Admission: FREE — registration required at tales.bellafricana.co.uk
Follow the Movement:
Instagram: @bell_africana | @bellafricanauk TikTok: @bellafricanauk | Facebook: Bellafricana | LinkedIn: Bellafricana
