MOVEMENT OF HIGH END FASHION INTO AFRICA.

High end fashion has been making its way into Africa for many years now, as more and more Africans are becoming interested in fashion, luxury, and style. This trend has been driven in part by the growing middle classes in many African countries, as well as a newfound appreciation for high-end fashion labels. From luxury labels like Gucci, Versace, Chanel and Dior to streetwear giants like Supreme and Off-White, African consumers are increasingly looking for quality and style when it comes to their fashion choices.

This increased demand for high-end fashion has also been fueled by the emergence of African fashion designers on the world stage. Designers like Ozwald Boateng, Laduma Ngxokolo, Adele Dejak and Maki Oh have all played a role in bringing African fashion to the forefront. These designers have created collections that combine traditional African aesthetics with modern silhouettes and have opened up the market for African-inspired fashion in the international market.

At the same time, the internet and social media have also been instrumental in helping to popularize high-end fashion in Africa. Online stores like Jumia and Konga have made it easier for African consumers to purchase luxury items and have allowed them to access international fashion trends and styles. Social media platforms like Instagram and Facebook have also provided a platform for African fashion designers to showcase their creations and build their brand.

The movement of high-end fashion into Africa is just beginning, and it is sure to continue to grow in the future. As African consumers become more familiar with luxury labels and African fashion designers become more established in the international market, the trend is sure to continue

Photo Chanel, + JOHN WESSELS

Today we see the first ever famous French couture brand hold its first ever luxury brand fashion show in sub-Saharan Africa Dakar, Senegal. More than a fashion show, this event was a part of a three-day programme, starting on December 5th. Chanel invited distinguished artists, designers, (Adele Dejak being one of them) personalities from the world of culture, students, and fashion editors who were mainly from Dakar and Senegal. As a surprise from Adama Paris, Adele Dejak and other African designers participating in the DFW were invited for this very special historical event. The fashion house explained the aim was to “resonate with the artistic and cultural energy of the city,” with models and attendees gathering in the former Palais de Justice. The aim was to highlight the ‘’fashion, dance, cinema, literature, contemporary art and music’’ of Senegal and what better way to do that than during Dakar’s annual Fashion Week. All in all it was such a Vibe. Chanel were kind enough to give DFW participants goody bags full of amazing treats and after the show what else but Chanel No5 for the guests!

DAKAR FASHION WEEK

Adama Paris celebrates 20-years in fashion! This fashion extravanza anniversary fashion show was held at the historic island of Goree, once associated with slavery Goree Island has a long and troubled history, and was one of the most important sites of the transatlantic slave trade in the 18th and 19th centuries. During this period, thousands of Africans were forced onto ships and taken to the island, where they were held in terrible conditions before being sold as slaves. The island was also a major source of slaves for the Spanish, Portuguese and French colonies in the Caribbean, and was a notorious stop on the Middle Passage.

Behind the scenes preparation.

Today, Goree Island is a popular tourist destination and a reminder of the horrific history of the slave trade. It serves as a reminder of the suffering and injustice that African slaves endured and reminds us of the important role that the African diaspora has played in our world. It has become a symbol of resilience and strength for African and a reminder of how far we have come since the days of the slave trade.

For centuries, Gore Island was a symbol of the horrors of the slave trade, and its legacy continues to haunt the island to this day. We see this narrative change as Dakar Fashion Week proclaims ‘MADE IN AFRICA BY AFRICAN FOR THE WORLD’ the event was organized by Adama N’Diaye a French designer form Senegal and owner of the French label Adama Paris. The event showcased the work of 20 designers from Kenya, Mali, Morocco, Angola, South Africa only to name a few.

Made in Africa fashion is an important part of the African fashion industry, as it helps to promote African fashion on an international level. It also helps to create jobs, stimulate economic growth, and support African fashion designers. Made in Africa fashion also helps to create a sense of pride and identity for African people, as they are able to wear clothes that have been made by their own people. Furthermore, made in Africa fashion helps to promote African culture and values, and encourages African people to embrace their own unique style. Overall, made in Africa fashion is an important part of the African fashion industry, and should be supported and celebrated.

Artisan stepping in as a model (BTS).

Adele Dejak got invited to participate and be a part of the DFW and a change in history by Adama Paris in August of 2022 for the show in December 2022. The selection of the items for the show were some of our best sellers and our new collection Zaafira which launched before the DFW. The behind the scenes in the preparation of the DFW included; using our artisans as models, to the selection of individual items to showcase from our best sellers and what a better and grand way to be the very first showcase of our Zaafira collection which embodies the very epitome of strength, resilience and victory at the very heart of Goree island in Senegal.

Views from the Pullman Hotel.

In Senegal Adele stayed at the Pullman hotel where the fittings were held a total of ten models, three men and seven women who were dressed in Adele’s signature all black and bold unique jewelry from our collections. There was an exhibition outside the hotel of that allowed designers both participating in the show and not to showcase their work and interact with designers from all over. Adele also got the opportunity to visit some of her leather artisans that work hand in hand with her as well as art galleries and explore the beauty of Dakar.

With that said we would like to wish you all a wonderful and prosperous new year 2023.

Stay stylish, Own it and Rock it!

Love Adele and Team