The Creative Africa Nexus 2023, which took place at the Intra-Africa Trade Fair (IATF) in Cairo, offered visitors a unique opportunity to interact with some of the most creative minds on the continent today. CANEX 2023 was a celebration of Africa, its culture, writing, gastronomy, film and fashion. One of the areas that saw substantial foot traffic throughout the event was the British Council pavilion \u2013 which showcased fashion designers, supported by the organisation\u2019s Creative DNA programme.<\/p>\n
The African fashion scene is vibrant, diverse, and innovative. This is reflected in the rich cultural heritage and contemporary realities of the continent. From the colourful prints of West Africa to the elegant drapes of East Africa, from the bold patterns of North Africa to the minimalist chic of Southern Africa, African fashion designers are creating stunning pieces that appeal to local and global audiences alike.<\/p>\n
However, despite an abundance of talent and creativity in the continent, African fashion designers face challenges transitioning from passion and art to creating a successful business. This is where the British Council\u2019s Creative DNA programme comes in. This is a programme specifically designed to accelerate fashion businesses by nurturing designers\u2019 skills, knowledge, and networks in Africa and the UK.<\/p>\n
Following the success of the Creative DNA programme in Kenya \u2013 where three cohorts have been completed to date \u2013 it has since expanded to Ethiopia, Senegal, and Uganda. The programme is now set to launch in more countries across sub-Saharan Africa next year including Nigeria, South Africa, Zimbabwe, and Ghana, offering the opportunities presented by Creative DNA to more African fashion designers.<\/p>\n
Achieving market access
\n\u201cLooking at the fashion industry in Africa, it\u2019s one of the three growth sectors within the culture and creative economies,\u201d explained Harare-based, Farai Bayai Ncube, the regional arts director for sub-Saharan Africa at the British Council. \u201cHowever, our research showed that, to achieve its full potential, intervention was required in policy, education and, importantly, market access.\u201d<\/p>\n
That last component, \u201cmarket access,\u201d is what the British Council hoped to achieve at the CANEX showcase, bringing 24 designers from across the continent and giving them a platform to connect with buyers and other creators. After all, the programme is more than just supporting creatives; it\u2019s about empowering them to build livelihoods out of their passion.<\/p>\n
\u201cThis is what success looks like to us. Where you sell!\u201d highlighted Brenda Fashugba, head of arts and the regional lead for creative economy, sub-Saharan Africa, at the British Council, \u201cSometimes exposure \u2013 it takes a while for it to translate. But being here, seeing the networking and business happening in real-time, it\u2019s heartwarming to see the success of these very creative individuals.\u201d<\/p>\n
Thula Sindi, the South African founder of Africa Rise, echoed the lack of market access as a challenge that creatives face. \u201cAccess to markets is really the challenge with how to monetise our actual skills and actual talents.\u201d He praised the Creative DNA programme and initiatives like CANEX that are not only putting Africa\u2019s talent on display but also showing them as viable businesses. \u201cIt\u2019s good that they start to look at us as the kind of big assets we can be as creatives because honestly, we really, really are.\u201d<\/p>\n
Supporting alternative fashion
\nIn addition to providing a great opportunity to expand African designers\u2019 reach, the programme has the aim of supporting alternative fashion. \u201cWe work with young designers from the grassroots, from marginalised communities, who are talented and pushing boundaries to be able to bring that alternative fashion and feel,\u201d Ncube told us.<\/p>\n
One of those designers is Ethiopian Betselot Zewge. She founded Zemenay, Ethiopia\u2019s first plus-size and size-inclusive fashion brand. \u201cI\u2019m expressing and telling my stories to the world. Creative DNA has helped me, not just represent an Ethiopian voice, but make sure the African voice is heard.\u201d<\/p>\n
CANEX enjoys a strong reputation for convening a comprehensive range of financial and non-financial tools to bolster trade and investment in Africa\u2019s creative sector. It is well-renowned as a unique platform for collaboration, investment, partnerships, and inspiration, bringing together various creative sectors to facilitate growth and innovation.<\/p>\n
Egyptian siblings and co-founders of Meroe, Sarah and Moustafa Dawood, spoke of how the showcase offered them an opportunity to expand their horizons. \u201cWe\u2019re seeing different designers from different parts of the continent. And we\u2019re amazed, we have such a rich culture in so many different ways. It\u2019s very inspiring,\u201d explained Sarah.<\/p>\n
Promoting the quality of African goods
\nOne of the chief objectives of the IATF 2023 event is the promotion of intra-African trade. For the fashion industry, one of the key aspects of this is to change the perceptions of the \u201cMade in Africa\u201d brand. Showcasing the quality and creativity of African designers at showcases like CANEX is key to achieving this.<\/p>\n
\u201cWe have to change the mindset that African goods are not luxury, or African goods are not well made,\u201d commented Sandi Owusu, creative director of the Ghanaian brand Talensi. However, she seemed inspired by the atmosphere of IATF 2023: \u201cI feel like there\u2019s a lot of opportunity here because people are embracing the African culture even more: our textiles, our dyes and our handmade items. I think there\u2019s a market out there.\u201d<\/p>\n
While African markets are important for some designers, quite a few harbour more intercontinental ambitions. One such designer is Rahwa Zeru, founder and creative Director of Rahwa, an ethical and sustainable brand from Ethiopia, \u201cMy biggest goal in entering this programme is to go international\u2026 And I got to do that here,\u201d she mentioned when speaking about the doors that the Creative DNA Programme can open, adding that \u201cI think I\u2019ll be at Portugal Fashion Week\u2026 I mean, I\u2019m not sure I didn\u2019t apply but I\u2019m seeing that there is a positive way ahead of me.\u201d<\/p>\n
Building this confidence is a success in itself for the Creative DNA programme.<\/p>\n
\u201cWe are thrilled to support these talented designers through our Creative DNA programme, providing them with a platform to showcase their creativity and innovation to a global audience,\u201d said Ncube. \u201cBy nurturing emerging talent and promoting sustainable fashion practices, we are contributing to the vibrant growth of Africa\u2019s fashion industry.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"
The British Council\u2019s Creative DNA programme is accelerating the growth of Africa\u2019s fashion industry and connecting African designers with global markets. We spoke to the women behind the initiative and the designers sponsored by the programme.<\/p>\n","protected":false},"author":12963,"featured_media":36228,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[7,37,38],"class_list":{"0":"post-36231","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-fashion","8":"category-lifestyle","9":"tag-apie-project","10":"tag-fashion","11":"tag-lifestyle"},"yoast_head":"\n