Top 4 Predictions for African Fashion in 2012!

Kasia Struss, cover of Harper's Bazaar Spain February 2012, wearing Burberry Prorsum

African fashion has come a long way. Soon, the term “African fashion” may no longer be that apropo; the term may give way and the clothes will be free to be judged on their own merit, rather than that of its origins or the origins of its designers. At least, we hope. That doesn’t necessarily mean that the cultures from which they arise must be dispensed with. In truth, all great fashion designers have a story to tell with their clothes and those in the African diaspora are no different. Its time for those designers to lend those sartorial voices to the world and now more than ever, fashion insiders and enthusiasts are attentive. In an NPR interview, Robin Givhan, a well known and highly respected fashion journalist, predicted that in time, african prints, will be seen and used like other prints such as houndstooth or tartan. Only time will tell whether mainstream fashion will turn its back on it and move on to another fad, but this year, here are the things we hope to see:

• Availability

From Burberry Prorsum to River Island, african prints are popping up in brands all over the retail map. Moreover, celebs can now be spotted regularly sporting clothes from African designers on red carpets and at industry events. This newfound visibility has piqued the public’s interest and everyone wants to know where they can get the clothes. “More online stores will be opening to give the  chance to those of us living in the west to access our fave designers easily.  Hopefully soon enough we will be seeing retail stores like Macys and JC penney carry work from African designers,” says Assa Cisse, of CIAAfrique.com, a blog that covers African fashion indepth. We’ve recently reported on the launch of  La Tabouret D’or, a new online boutique devoted to African designers. Washington Roberts, a Nigerian-born fashion designer echoes the sentiment. “I think this year you will see more african brands in major retail stores [such as] Net-a-poter [and] Barneys.”

• Breakout Star(s)

Just judging by the myriad of designers that we cover here at AfricaStyleDaily, there are so many designers worthy of attention and international success. However, as is the way of things in fashion and life, a handful of people may eventually become the face of an entire diaspora of designers. Who do we think will be the proverbial poster child? That is yet to be seen. Though we think Duro Olowu has a head start by virtue of being favored by Michelle Obama; Mimi Plange has scored a Manolo Blahnik partnership, and Jewel by Lisa‘s star is rapidly rising. However we can’t leave out established powerhouses like Deola Sagoe or talented up-and-comers like Tsemaye Binitie.

• Prevalence

Africans are global. On a near weekly basis, we get word of a new African based “fashion week” going on somewhere in the world. “I am  looking forward to even more fashion weeks. Arise Magazine  announced that Arise Magazine Fashion Week will be back in Nigeria again this year I cannot wait for that. African Fashion Week in Los Angeles will also launch this year…I hope these will give more exposure to the designers and to the African fashion industry as a whole,” Cisse says. South Africa alone holds 3 different fashion week events, (that we can name) while countries like Ghana, Ethiopia and Kenya and a host of others have their own events. Cities such as London, New York and even Dublin can also count themselves as part of the action.

• Evolution

“The fashion industry as a whole is recognizing that African brands are not only about prints and they are also becoming household names,” says Roberts. Indeed, for any brand to have staying power it must grow and change. We think the same will be true for African designers. Moving beyond prints will show versatility, rather than just novelty. Of course there are many designers of African descent who are known for their signature style that doesn’t include their ancestral prints at all like Plange and David Tlale. We hope that designers with African roots will be sought for their unique point of view (fashion wise) rather than because of a modish fashion moment. “There’s still a long way to go but there’s tons of light at the end of the tunnel.”