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

Speaking to the press on the new Bukky Asehinde, the founder of Bellafricana, said they are thrilled to make the announcement as a driving force behind the growth of thousands of creative businesses in Africa. 

In her words: “We are filled with a sense of gratitude and passion for what we have built together. When Bellafricana started, it was born out of a deep-seated desire to create what we describe as a sanctuary which would not only give creative entrepreneurs the visibility they deserved but also help them build the business structures and support system they need to grow.

“We have been a driving force behind the growth of thousands of creative businesses in Africa, providing unparalleled support to the entire African creative community and connecting their products to local and international customers”.

Currently, Bellafricana.com is a leading community for African-Owned creative businesses with a growing network of over 20,000 creative entrepreneurs.

“In addition, our members have saved a whopping ₦20 million (over $40,000) off their marketing training expenses and bagged sponsorship from the prestigious Nigerian Export Promotion Council (NEPC), valued at a staggering ₦63.5 million (over $141,000).

“Through our extensive brand exposure, our members have been featured on highly acclaimed TV stations such as Hip TV and Silverbird TV – cementing their position as industry leaders.

“Further, our members have secured various grants including the illustrious Tony Elumelu Foundation (TEF) grant, worth a hefty $5,000.

“Also, some of our members have been shortlisted for the Jack Ma Prize (African Business Heros Award), a testament to their innovative drive and ingenuity”, Asehinde said.

She added that Ballafricana Community is not just about recognition and accolades, “our members have also achieved tangible business growth – expanding their customer base and boosting their sales.”

“Similarly, our commitment to promoting African creativity led us to create the ACE Awards, an initiative that lauds the creative works of Nigerians and Africans, making open competition affordable and accessible. The ACE Awards continue to encourage more businesses to look inwards and create more globally acceptable brands.

“Over the years, Bellafricana has evolved into something much more than we ever could have imagined. We have become a family, a community that not only supports and encourages each other but also inspires and motivates us to strive for excellence every day.

“As business owners ourselves, we know firsthand the struggles that come with trying to turn your passion into a viable business. The sleepless nights, the self-doubt, the endless setbacks – these are all part of the journey. But with the right support system, we can overcome these challenges and achieve our dreams.

“At Bellafricana, we are not just building a community, we are building a movement. A movement that is focused on promoting African creativity, empowering local businesses, and showcasing the best of what Africa has to offer.

“That is why we are thrilled to announce that we are opening up our doors  to even more creative entrepreneurs to come in for free. It is our hope that this will allow us to continue to serve more people, grow the community and provide the support and resources they need to succeed.

“We have created a tech-enabled community which will bring together experts and mentors to offer business support and structure that gives our members within the idea, starter and growth stage the capacity to grow their businesses. This community will be powered by our rich network of individuals who are passionate about promoting African creativity and are committed to supporting local businesses.

“Our team has been working tirelessly to ensure that we provide a seamless experience for all our members and those who would be coming in and prepare them for better engagement and networking opportunities. With this platform, we can accommodate more members and provide a wider range of resources and support, and deliver on our mandate to serve the creative community.

“But this is just the beginning. Our ultimate goal is to build the largest network of African creative Entrepreneurs and a platform that would host their creative products, and with your help, we will achieve more as we keep moving several steps forward in the right direction. By supporting each other, sharing our knowledge and expertise, and collaborating on new projects, we can create globally acceptable brands for African creative works and make a real difference in the world.

“We are filled with a sense of purpose and passion when we think about the impact that we have made together. The Bellafricana community is more than just a business; it is a movement, a force for good that is changing lives and inspiring the next generation of creative entrepreneurs.

“Thank you for being a part of this journey with us. Your support and dedication to our community inspires us every day. Join us on this journey, together, we will build a home for creative entrepreneurs, a place where creative passions can thrive, and our dreams can become a reality”.