LONDON — Would the Chinese buy African fashion? Hannah Wanjie Ryder, chief executive officer of Development Reimagined, a Beijing-based consultancy that promotes Sino-Africa trade and development, certainly hopes so.
With funding from the African Export — Import Bank, some 22 designer brands from 12 African countries came to China last week and took over a sizable area within Shanghai Fashion Week’s official trade show Mode under the name Africa Reimagined to show their latest work to local press and buyers.
More from WWD
The brands later staged a runway show on March 29 with the hope of unlocking business and investment opportunities from China that can ultimately transform Africa’s local fashion sector.
By shining a light on high-end, sustainable African brands in China, helping them reach new audiences and unlock long-term commercial opportunities, Ryder said Africa Reimagined offers a place to showcase the continent’s diverse styles, rich culture, and rising talents to China.
“China’s a diverse market. We want people to see that the African continent is like that, too. In terms of the different styles of fashion, you can get very heavy prints, you can get totally different fabrics. One of our designers here sources fabrics from 15 different African countries but then brings them together into her designs. There’s some incredible talent on the continent, and we just thought that we should showcase them here,” Ryder said.
There is a broader vision behind it, too.
Ryder said Africa Reimagined also serves as an opportunity to attract Chinese investment in African manufacturing, drive industrial growth, job creation and deeper trade relations between Africa, Asia and the global fashion ecosystem.
A look at Africa Reimagined showroom during Shanghai Fashion Week.
“When you think about the future of the African continent, we want to be a manufacturing hub, just like China. But you don’t get there by doing small things. You have to be very intentional. And we have a long way to go to become the kind of manufacturing hub that China is now,” she said.
“We have to use fashion as a gateway, especially the textiles and apparel sector. You help people see that you have the highest-quality, most beautiful products. It can help people think, OK, maybe some really great things can be produced on the continent. We will go and invest, moving our factories or opening new factories there for that market and also for China,” Ryder continued.
Designers traveling to China with Africa Reimagined included South Africa’s David Tlale, Imprint Za by Mzukisi Mbane, Rich Mnisi, and Mantsho; Senegal’s Adama Paris; Ghana’s Studio 189; Nigeria’s Ejiro Amos Tafiri and Bloke; and Egypt’s Maison Farah Wali, and more.
David Tlale with a model wearing a look designed by him in Shanghai.
Tlale, a seasoned designer who started 21 years ago and has shown in New York and Paris, said Africa Reimagined creates a gateway for African brands to expand across Asia and marks a historic development in China-Africa cultural relations.
“African craftsmanship is exceptional, and the world is finally recognizing its influence on luxury fashion. Shanghai Fashion Week provides the perfect stage for African designers to prove that African design is not just relevant, it is essential to the future of global luxury fashion,” said Tlale.
“Not everybody gets to travel to South Africa or anywhere else in the continent. Here, you get to see and feel what Africa has to offer. We are a beautiful cohort of designers who are creative and talented and have been in the industry for some time. We can say we are the voice of the current Africa, and we can represent our continent with pride,” he added.
The South African designer said that while his designs are all manufactured in Africa, he has been sourcing in China since 2014.
“South Africa is part of BRICS. It’s very important that we cross-pollinate and grow together. I believe that between the two continents, there’s a lot that we can share. The world is not ready of what’s going to come out of China, and the world is not ready what’s going to come out of Africa. And if we collaborate, I think we are able to change the game in every aspect,” said Tlale.
Best of WWD
Sign up for WWD’s Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
