Africa in Fashion. Luxury, Craft and Textile Heritage

Previously confined to the peripheries of global fashion, African brands are now enjoying their highest-ever profile and occupying hallowed spaces in fashion capitals throughout the world. Africa is in fashion and the narrative of an "unfashionable Africa" is gradually being replaced by a compelling counter-narrative. Africa in Fashion celebrates the many craft cultures that have shaped African dress for centuries and captures the intriguing stories of contemporary African brands honouring that rich heritage.
Retelling the history of African fashion, the book starts by examining the continent's complex role in the network of global fashion. Featuring a wide array of textile and embellishment traditions - from the prestigious kente cloth of the West African kingdom of Ashanti to the elaborate geometric beadwork of the Ndebele people of Southern Africa - it outlines the astonishing artisanship found across Africa.
The volume also explores Africa's fashion renaissance and the potential of its markets, while challenging stereotypes and the concept of European hegemony in the realm of luxury. In doing so, it shines a light on Africa's unique promise as the global fashion industry shifts towards a more sustainable future. Lastly, the reader is invited into the spectacular world of contemporary African fashion with the book showcasing a carefully curated set of the continent's most dynamic brands.
Interviews with prominent and inspiring designers, including Thebe Magugu, Imane Ayissi and Mimi Flange, offer rare insight into their ethos and design practice. Covering unisex fashion, menswear, womenswear, accessories and jewellery, each of these brands contributes uniquely to the kaleidoscope of Africa's evolving creative landscape.