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Abidjan's Style Stars Conquer Global Fashion Scene
17 Jul
Summary
- Beyonce's stylist discovered Ivorian designer Loza Maleombho via Instagram.
- African fashion demand is projected to rise by 42 percent in a decade.
- Ivorian designers are building global recognition while staying in Abidjan.
Fashion from Ivory Coast is captivating the international scene, with designers like Loza Maleombho achieving global acclaim. Maleombho's handmade creations were noticed by Beyonce's stylist on Instagram, leading to the superstar wearing one of her jackets in a music video seen by 70 million viewers. This success highlights Abidjan as a thriving fashion hub.
Designers based in Abidjan are increasingly using local materials and African aesthetics in their modern luxury garments. Elie Kuame, another prominent designer, incorporates traditional fabrics like pagnes into his work, which are recognized by UNESCO. Despite international recognition and showcases at Paris and New York fashion weeks, these designers are committed to developing the industry within Ivory Coast.
The growth of African fashion is further supported by expanding middle classes and e-commerce. Projections indicate a 42 percent rise in demand for African fashion items over the next decade. Designers like Ibrahim Fernandez see fashion as Africa's 'soft power,' contributing to job creation and national pride, even though their luxury creations are inaccessible to most locals.
