The annual fashion extravaganza, Africa Fashion Week, London
(AFWL) sponsored by telecommunications company, Globacom, was recently
concluded with pomp and fan fare in London. The third edition was collaboration
between fashion and arts. It was a parade of the best of African fashion, with
over 60 top designers from the continent and beyond showcasing their designs
and products during the event.
The glamorous event saw dozens of big names and emerging
designers from across the continent converging in the UK's district of
Shoreditch to unveil their latest stylish creations. This is in addition to
various exhibitions by top fashion designers and a parade of first class models
who flaunted different designs on the runway.
The runways featured designs from countries such as Nigeria,
Ghana, South Africa, Congo, Zambia, Zimbabwe, Botswana, Kenya, Morocco, Britain
and the Caribbean.
According to the organisers, the AFWL has become the biggest
African-inspired fashion event of its kind in the UK and Europe, and it
promotes the works of Africa and African-inspired designers and fine artists
globally. Over 20,000 people from all over the world watched the show
described as the biggest black African fashion event in Europe.
The fashion week was also an opportunity to showcase
Africa's rich socio-cultural heritage in general, and Nigeria's rising fashion
pedigree in particular; and trust Nigerians, they exploited the opportunity to
the fullest.
Globacom, the lead sponsor said it was inspired to support
the show in order to promote and sustain African fashion and cultural heritage,
adding that it teamed up with the organisers of African Fashion Show London
" to celebrate our unique and diverse African cultural heritage through
fashion ''
The event took off with the venue; Old Truman Brewery on
Brick Lane, Shoreditch, London packed full as several fashion shows were
staged.
Before the fashion shows started, many of the thousands of
the attendees availed themselves the opportunity of the exhibition to
sight-see, network and buy items that caught their fancy.
Globacom also had a great showing as its imposing banners,
crossway gantry and messages were strategically positioned in different parts
of the venue. The company threw its weight physically and metaphorically behind
the show and African Fashion.
The support was a powerful statement from Africa's biggest
corporate icons, it was a statement of hope and inspiration to stimulate
African designers to seize the moment, reach for the stars and conquer the
fashion world.
Apart from sponsoring the show, Globacom also packaged a
special promo for the event where five of its post-paid subscribers won an
all-expenses-paid trip to the Fashion Show in London.
The five lucky subscribers include: Mrs Chinwe Udo Davis,
Head of HR and Admin at Shneider Electric; Mr. Ananth Narayan, Managing
Dirctor, WWWCVL "Expert"; Mr. Akinyemi Adeolu, Managing Director,
Avenues to Wealth; Mrs Kate Kuku, Head of Accounts and Admin, De-United (Makers
of Indomie), and Mr.Edewor Omonefe ,
Head, I.T, Seplat Oil.
Speaking on her experience, Mrs. Chinwe Udo Davis, described
her trip, courtesy of Globacom as a wonderful experience stating that: "It
was fun trip for me and I enjoyed every bit of it "
"I did not believe it when I got a call from Globacom and
it was the second call from a Manager with company that cleared my doubt''.
She commended Globacom for initiating such promo to reward
her subscribers adding that she met many new people and it was fun all the way
during the show.
On his part Mr. Akinyemi Adeolu, Managing Director, said
"I thanked the Glo team for the privileged viewing it gave me of the
African Fashion Week in London, It was a pleasant interruption of my schedule,
and an exciting opportunity to cool off from work in the company of total
strangers who in a few days became good friends"
He added: "The Experience was great, being something I
wouldn't have likely planned for myself, it was a good opportunity to go out of
my normal schedule and help me think about another industry. This was really
good"
Different fashion designers and fashion houses across Africa
and Europe also participated in the third edition of the African Fashion
Week.Top on the list are Adebayo Jones, the Nigerian designer who recently
celebrated his 25th years in fashion and Thula Sindi, a young designer from
South Africa whose creations have variously been described as elegant,
sophisticated, chic, feminine and timeless.
Another top designer at the event was Zizi Cardow. Zizi is from Nigeria. Her works have been featured in all local and
international media including CNN, FTV, SABC and CHANNEL O. A multi-award
winning designer, Zizi has consistently been selling Nigerian fabrics and
culture to the International scene.
Ella and Gabby was another fashion outfit at the event. They
are Nigeria-based contemporary fashion brand known for constant celebration of
beauty, boldness, class and pride of a woman with detailed and simplified art
of sophistication and luxurious pieces. The fashion house showcased its new
Autumn/Winter 2013 "Tropical Sophistication" collection at the
African Fashion week.
The event also attracted a number of media organisations
across Africa and Europe. Some of the television stations that covered the
event were CNN, BBC, OH TV, BEN TV, VOX AFRICA, and KLEAR TV in the UK. Other
African based stations like M-net were also on ground throughout the event.
One of the outstanding activities of the four-day event was
the African Arts and Fashion Banquet which came up on 4th August at Dorchester
Hotel, Park Lane, London. The platform was held to create opportunities to
foster partnerships with business communities globally, thereby creating jobs,
generating wealth and eradicating poverty in Africa.
At the banquet, The Head of post-paid Sales, Globacom, Mr.
Kamal Shonibare, stated that the company was impressed with the decision of the
organizers to set up an endowment fund for talented student designers/artists
and emerging designers/artists, adding that Globacom, being an indigenous
African company is committed to youth empowerment.
Mr Shonibare added that "As a truly Nigerian company
operating within the African continent, Globacom will continue to be associated
with the development of African work of art, literature, fashion and
culture",
On her part, the Founder of African Fashion week, London,
Ronke Ademiluyi described the show as unique, adding that "In many ways,
the event reaffirmed why Africa-inspired designs are fast catching the
attention of the fashion world.
Looking ahead, Ademiluyi says the goal is to hold the event
twice a year and also establish a supply platform that will make the designers'
creations more accessible to the world.
Amongst African designers at the event who gave modern twist
to traditional styles was Nigerian designer Fashola Olayinka with her
Lagos-based label, MOOFA Designs. Her latest collection, "Ashake"
celebrated the "very powerful and strong women" who "turn heads
wherever they go ".
"That's basically what the collection is about,"
says Olayinka, who started the label about four years ago.
A Congolese' designer, Dandies says that despite the
existing challenges, such as frequent power cuts, it's very exciting being part
of Nigeria's fashion scene right now.
"We work hard and we party hard, so it's been really
fun and it's a growing process in Nigeria," she says. "Nigerians like
to dress up and a lot of people in Nigeria are now wearing their own
fabrics."
Mixing current trends with traditional patterns, more than
60 designers graced the catwalk with a wide array of colorful creations,
everything from show-stopping evening gowns and modern urban casual wear to
bold textured prints and chic accessory lines.
The 2013 Edition of African Fashion Show, courtesy of
Globacom was no doubt an eye opener as to what the future holds for African
Fashion.
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