Africa’s fashion ecosystem is a diverse and rapidly evolving industry that encompasses everything from traditional textile production to cutting-edge fashion technology startups (READ Series 1 HERE).
Here are some key aspects to consider when investigating Africa’s fashion ecosystem:
African textiles and traditional dress
exploring the rich history of African textiles and traditional dress and discussing some of the ways that designers are incorporating these elements into contemporary fashion.
Textile production: Africa is home to a wealth of traditional textile production techniques, including hand-woven fabrics, batik, tie-dye, and embroidery. These techniques are often used to create unique and high-quality fabrics that are in high demand by fashion designers around the world.
Varieties of Textile brands in Africa
Vlisco is a Dutch-owned textile brand that has been producing colorful, high-quality fabrics for the African market for over 170 years.
Their designs are inspired by African culture and include wax prints, hollandaise, and super wax fabrics.
Woodin is a Ghanaian fashion and textile brand that produces vibrant, colorful fabrics using African-inspired prints and patterns. Their designs are often bold and playful, and they are popular with young, fashion-conscious consumers.
Da Viva is a Nigerian textile brand that produces a range of high-quality fabrics, including wax prints, tie-dye, and batik. Their designs are often inspired by African culture and are known for their bold, bright colors.
Akosombo Textiles Limited is a Ghanaian textile brand that has been producing high-quality fabrics for over 50 years. They specialize in African wax prints and are known for their vibrant colors and bold patterns.
Morija is a South African textile brand that produces high-quality, hand-woven fabrics using traditional techniques. Their designs are often inspired by the natural beauty of Africa and include everything from bold geometric patterns to delicate floral prints.
Meena is a Tanzanian fashion brand that produces contemporary, high-end clothing using traditional African textiles. Their designs, which are often a blend of traditional and modern styles, are known for their vibrant colors and intricate details.
African designers are creating some of the most exciting and innovative fashion collections in the world, often blending traditional and contemporary styles to create something truly unique. Many African countries also have a growing manufacturing industry, which is helping to bring these designs to market.
African fashion retail is a complex and diverse sector that includes everything from local marketplaces to high-end boutiques and online shopping platforms.
–Top fashion labels that have carved a name for themselves in Africa
Maki Oh is a high-end fashion brand based in Lagos that produces womenswear using traditional Nigerian fabrics and techniques. Their designs are known for their intricate details and unique shapes and have been worn by celebrities like Beyoncé and Rihanna.
Deola Sagoe is a Nigerian fashion brand that produces high-end womenswear using traditional African fabrics and techniques. Their designs are often a fusion of African and Western styles, and they have been featured in fashion shows around the world.
Tiffany Amber is a Lagos-based fashion brand that produces contemporary womenswear using African-inspired prints and fabrics. Their designs are known for their elegant, sophisticated style and have been worn by celebrities like Oprah Winfrey and Genevieve Nnaji.
Iconola is a Nigerian fashion brand that produces contemporary womenswear using African prints and textiles. Their designs are often a fusion of traditional and modern styles, and they are known for their bold prints and vibrant colors.
Grey Velvet is a Nigerian fashion brand that produces high-end womenswear using traditional African fabrics and techniques. Their designs are known for their modern, minimalist style and have been featured in fashion shows around the world.
Lanre Da Silva Ajayi is a Lagos-based fashion brand that produces high-end womenswear using a blend of African and Western fabrics and styles. Their designs are known for their unique shapes and intricate details and have been worn by celebrities like Lupita Nyong’o.
Maxhosa Africa is a South African fashion brand that produces contemporary knitwear inspired by traditional Xhosa beadwork patterns. Their designs are bold, colorful, and incorporate a range of textures and fabrics.
Kente Gentlemen is a Ghanaian fashion brand that produces high-end menswear using traditional kente fabric. Their designs, often a blend of traditional and modern styles, are known for their attention to detail and quality craftsmanship.
Adama Paris is a Senegalese fashion brand that produces womenswear using traditional African prints and textiles. Their designs, often a fusion of African and Western styles, have been featured in fashion shows around the world.
Lisa Folawiyo is a Nigerian fashion brand that produces contemporary womenswear using traditional West African textiles. Their designs are known for their bold prints and unique silhouettes and have been worn by celebrities like Lupita Nyong’o.
Zara is a Spanish fashion brand with stores in major Nigerian cities like Lagos and Abuja. They offer a range of affordable, trendy clothing for men, women, and children.
H&M is a Swedish fashion brand with stores in Lagos and Abuja. They offer a range of affordable, fashion-forward clothing for men, women, and children.
Nike is an American sportswear brand with stores in Lagos and Abuja. They offer a range of athletic and casual clothing and footwear for men, women, and children.
Mango is a Spanish fashion brand with stores in Lagos and Abuja. They offer a range of trendy, affordable clothing and accessories for women.
Debenhams is a British department store with a location in Lagos. They offer a wide range of clothing, accessories, and home goods for men, women, and children.
Mr. Price is a South African retail brand that offers a range of affordable fashion for men, women, and children. They have over 1,000 stores across Africa and are known for their trendy and affordable clothing.
Woolworths is a South African retail brand that offers a range of high-quality clothing, food, and homeware products. They have a strong focus on sustainability and ethical sourcing and are known for their premium-quality clothing.
Foschini is a South African retail brand that offers a range of clothing, shoes, and accessories for men, women, and children. They have a strong focus on trendy and affordable fashion and have over 3,000 stores across Africa.
Truworths is a South African retail brand that offers a range of clothing and accessories for men, women, and children. They are known for their high-quality fashion at affordable prices and have over 700 stores across Africa.
Jumia is a leading e-commerce platform in Africa, offering a range of fashion products from local and international brands. They have a strong presence across the continent, with operations in over 10 countries.
Fashion technology Startups in Africa
Fashion technology is a growing space in the African fashion industry, with several startups and brands found online and others with zero presence that are leveraging the latest advances in artificial intelligence, blockchain, and augmented reality to improve everything from supply chain management to customer engagement.
Afrikrea: Afrikrea is a pan-African e-commerce platform that focuses on African fashion and accessories. They offer a range of products from African designers and artisans and use technology to connect buyers and sellers across the continent.
LÜM is a Nigerian fashion tech startup that is using technology to create a more sustainable and ethical fashion industry.
They have developed a platform that connects fashion designers and artisans with customers, allowing for direct sales and cutting out intermediaries. They also offer supply chain management services to help designers and artisans streamline their production processes.
MEST Incubator: MEST is a Ghana-based incubator that supports tech startups across Africa, including those in the fashion tech space. They offer mentorship, funding, and resources to help startups grow and scale.
Podozi: Podozi is a Nigerian beauty tech startup that offers a range of beauty products and services through its online platform. They use data analytics to personalize the shopping experience for customers and offer recommendations based on skin type and other factors.
Soko: Soko is a Kenyan fashion tech startup that is using technology to create a more sustainable and ethical fashion industry. They have developed a platform that connects fashion designers and artisans with customers, allowing for direct sales and cutting out intermediaries. They also offer supply chain management services to help designers and artisans streamline their production processes.
WearMeAfrica: WearMeAfrica is a Nigerian fashion tech startup that uses technology to connect fashion designers and artisans with customers. They offer a range of products from African designers and artisans and use data analytics to personalize the shopping experience for customers.
Fashpa: Fashpa is a Nigerian fashion tech startup that offers a range of clothing, shoes, and accessories through its online platform. They use technology to create a personalized shopping experience for customers and offer a range of payment and delivery options.
StyleMeAfrica: StyleMeAfrica is a Nigerian fashion tech startup that offers a range of fashion and beauty products through its online platform. They use technology to create a personalized shopping experience for customers and offer recommendations based on skin type and other factors.
Tradsquare: Tradsquare is a Nigerian fashion tech startup that is using technology to promote and preserve African culture through fashion. They offer a range of African-inspired clothing and accessories and use technology to connect designers and artisans with customers.
Slay Network: Slay Network is a Nigerian fashion tech startup that offers a range of fashion and beauty products through its online platform. They use technology to create a personalized shopping experience for customers and offer recommendations based on skin type and other factors.
These are just a few examples of African fashion technology startups that I have come across throughout my research. Not giving up hope, the fashion tech business is growing, and we can expect more innovation and disruption in the space.
Fashion Market Trends in 2023
One of the key trends that is likely to shape the African fashion market in 2023 is the increasing demand for sustainable and ethical fashion.
Consumers across the world are becoming more conscious of the environmental and social impact of their fashion choices, and this trend is expected to be particularly strong in Africa. Many African fashion designers and brands are already incorporating eco-friendly and sustainable practices into their production processes, and this is likely to become even more widespread in the coming years.
Another trend that is likely to continue in 2023 is the growing popularity of African-inspired fashion on the global stage. African fashion designers and brands are gaining increased visibility and recognition at international fashion events, which is helping to position Africa as a major player in the global fashion industry.
This trend is expected to continue in 2023 as more African fashion designers and brands leverage technology and e-commerce platforms to reach new audiences across the world.
Finally, there is likely to be continued growth in the African luxury fashion market in 2023.
As Africa’s middle class continues to grow, there is increasing demand for high-end fashion products and luxury brands. This trend is likely to be driven by the rising purchasing power of African consumers as well as the increasing presence of international luxury brands in African markets.
Overall, the African fashion market is expected to continue to grow and evolve in 2023, driven by a range of trends and factors that are shaping the global fashion industry (source).
About the writer:
Temitope Daramola is a product manager who wants to create products that solve complex problems for fashion users. She is motivated by a personal mission to create a fantastic fashion product in Africa. Temitope’s inspiring stories continue to evolve as she has outfitted over 100 people in the last 5 years. Combining two industries in which she has a strong interest—technology and fashion—Temitope is honing her abilities as a product manager with growing interest in market research, product prioritization, data analysis, and communication.
