African Fashion Cannot Afford To Be Boxed Up!

We had a lovely interview with Belinda Otas, a freelance journalist with various publications including the BBC, CNN, New African, The Atlanta Post and more. Check out the interview below

2011 has seen African fashion gain prominence like never before, from Lagos to London to New York, African designers refuse to make a quiet entrance and the world is waking up to their presence. Dolapo Shobanjo is the co-founder of My Asho, a leading online retail outlet for African designs and designers. In our interview, she talks about why the industry cannot afford to be boxed up in one fabric!

Belinda: What is African fashion?

Dolapo: There is no simple definition of African fashion. There is a big misconception that it is defined by African prints or tribal themes, but that is not necessarily so. Heritage and culture will influence for sure, and it is great to see African designers using their continent for inspiration. However, I would say think of it the same way you think of French fashion and think Parisian chic or New York fashion with its trendy, Sex & the City vibe. African fashion has its own aesthetic which is typified by the African woman who is so diverse and hard to define. Strong and Amazonian yet submissive and respectful. African fashion captures your attention. It is bold, it is colourful, it is elegant, it is international, it is art and it is interesting.

Belinda: How would you describe the current state of the global African fashion industry and do you have any idea what is it worth in monetary terms?

Dolapo: The African fashion industry is worth billions of dollars potentially. I am very sure of it. Looking at it from a supply chain perspective, we have the capacity within Africa to grow and manufacture raw materials such as cotton, design and produce clothes, and distribute them. Within Africa alone we have massive distribution prospects, and when you factor in the international markets, that number just grows even larger.  Also with the huge drive for ethical fashion, we can offer a different model than China or India. We can offer Western designers production opportunities which create jobs within Africa. Look at SUNO New York – they produce out of Kenya using SOKO Kenya – a co-op involving local artisans. More initiatives like SOKO Kenya are what we need in Africa: driving global exports whilst creating fair employment for locals. If we get this right, I have no doubt that the industry could be worth billions in a short space of time.

Belinda: We seem more comfortable wearing traditional African fabrics now than in previous years, at least, that’s what the narrative insinuates in not so many words. Was there ever a time when people were ashamed to wear African designs or clothes made with African fabrics?

Dolapo: I’m sure there are some people who were and still are ashamed to wear African prints or African designs. I can’t really speak for them. I don’t know what their reasons are – maybe they’re embarrassed and don’t want people to connect them toAfrica. I don’t know.  What I do know is what I saw growing up. People would comfortably wear traditional outfits, made from beautiful, rich African fabrics and not even just the prints which are so popular now. In London I’d go shopping with my mother, and she’d get stopped on the street so many times and complimented on her outfits. I don’t know why people would be ashamed. Wear it with pride I say!

Check out the rest of the interview here...