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Our fashion pioneers have been hard at work, paving the way for the next step. All we have to do now is put it all together in a cohesive and consistent way. African fashion needs structural adjustments and changes in order to assemble a sustainable industry within the continent, and be armed to compete on the global market.
There are five essential pillars on our agenda.
Pan-African fashion council
African fashion needs a pan-African fashion council to further its growth — integrating existing national councils and inspiring the creation of new ones. With over a dozen independent “African” fashion weeks on and off the continent — and sometimes two to three separate fashion weeks per country — there is a lot of clutter and therefore little visibility. All too often, the execution is poor and the schedules are rarely confirmed six months prior to the event.
And, indeed, because designers lack resources and a clear framework, some do not become affiliated with one particular council or calendar. This means they often end up wandering from one event to another to gain maximum exposure, instead of truly investing their energy in building their business around one key fashion week and its affiliated market.
In the short-term, there is a need to cut through the noise using tools like an agreed annual calendar, which would avoid constant overlaps and confusion and, most importantly, allow international press, buyers, designers and sponsors to schedule properly. Lagos Fashion and Design Week, AFI’s Johannesburg Fashion Week and Dakar Fashion Week are leading the way, but would clearly benefit from such a calendar.
More training for African designers
In top institutions like the LISOF School of Fashion in Johannesburg, Vogue Style School of Fashion and Design in Ghana and the Ethiopian Institute of Textile and Fashion Technology, existing training programs must be strengthened. Governments need to push the implementation of fashion programs in local universities.
In most African countries, unemployment rates are often over 20 percent (and even higher when it comes to youth unemployment). Practical and short-term training programs could put a massive amount of young Africans to work in the next few years.
It should be noted that NGOs and fashion organisations — like the ITC Ethical Fashion Initiative, AFI’s Fastrack and Next Gen, and the LFDW Fashion Focus — are already creating training and job opportunities across the continent.
Ultimately, to build a strong industry, we need to debunk the idea that fashion design is not a full-time job. This message can be conveyed to the masses through education.
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