The Rise and Rise of African Fashion

Last week Selfridges launched a pop-up shop with its edit of some of the best pieces from Lagos Fashion and Design week. It has garnered great interest thus far as top African fashion bloggers such as OneNigerianBoy, HauteFashionAfrica and African Fashion Guide have promoted this first, in bringing Nigerian fashion to mainstream shops in the UK. The pop-up shop, NDANI, will run throughout December featuring dresses by such designers as Lisa Folawiyo of Jewel By Lisa, Lanre Da Silva Ajayi, Eki Orleans, Odio Mimonet and Tiffany Amber.

After hearing about the collection, I excitedly went down to Selfridges to look at the edit and was wowed by the beauty...not only by the bright colours and design seen in the dresses, but also in the Christmas window which drew interest from passers-by. The collection itself stays true to the African esthetic with the colours, pattern and intricate weaves. My two favourite pieces were the blue dress on display by Lanre Da Silva Ajayi as well as the Pink and Orange Odio Mimonet piece. Although the clothing selections were really well-done, I have to say that I was somewhat disappointed with the accessories paired as they felt like somewhat of an afterthought.

I can only half commend Selfridges for taking the step in bringing Nigerian fashion further to the fore. Currently foreign Nigerian shoppers are amongst the top 10 purchasers of luxury brands in the UK; hence, it is not a surprise that Selfridges have focused on LFDW. Based on research published last year by Citigroup, Nigeria is poised to grow to be one of the world's largest economies in the next 40 years as well as top in terms of economic growth, beating out current powerhouses such as the US, China and India. Hence, if current trends in luxury consumption continue this emerging economy will be a force to be reckoned with.

As many luxury brands have begun to turn their attention to Africa in a bid to expand their markets, I assume that Selfridges is looking to capitalize on this growth as well. I hope that as the increase in affluence continues across the continent over the next few decades, there is a greater focus on new and emerging African fashion and that it does not just begin and end with Nigeria as a money grabbing endeavour. Instead I hope that it is a turning point and is true recognition of the talent that exists.

xx
mefieuk