Often one may have heard this phrase ‘WE ALL HAVE A STORY TO TELL’ and indeed in our current technology-enabled world, when we speak of content and the creators thereof we begin to understand that indeed we do.

We all have a story to tell.

Part of my story (along with numerous others, of course) is consumed by the story of fashion in Africa. What’s never far from my mind is the fashion narrative emanating right now from the continent. What’s happening in major cities like Lagos, Johannesburg, Cape Town, Dakar, Accra, Addis Ababa, Nairobi is a good measure (and feels) of how we see and express ourselves from a design and style perspective. It also serves as a barometer of what we portray (of ourselves) to the rest of the world…or global village.

As the world contracts and the idea of a global village is no longer just a notion or mere philosophers thought, African fashion brands have unseen and unheard of opportunities to show up and be noticed.

‘It’s crucial for Brands and designers to start thinking about a strategic approach to their fashion business, and critically aligning created content to the brand and its consumers in a very intentional way,” says James Kahuri Finance and Strategy consultant.

 And as Fashion from Africa continues to emerge onto the international scene with increasing recognition from players like Vogue Italia through the fashion platform Vogue Talents and international stars like Lupita Nyong’o (who regularly endorses fashion brands being designed, created and Made in Africa) it’s just as important to have alongside this a ‘league of our own’ who help determine and set the tone and pace of the narrative.

Lupita Nyong’o in a shirtdress from South Afriican Brand Selfi Image courtesy @____selfi Instagram

Says Arieta Mujay, Brand and PR consultant: “the time has come for African fashion to match itself with the best. It’s about adding to the global fashion movement what is inherently unique and beautiful from an African sensibility”.

Whether it’s in the pattern or colours, or the artisanal techniques handed down by generations or the handmade fabric the stories are embedded, silently carrying us forward into the future.

Because the stories we tell ourselves are as important if not more important than anything anyone will ever say about us.

With this in mind London based fashion and street style photographers Samir Ben Geloune (known as mister benson) and David Nyanzi explored Cape Town during fashion week to capture the fashion scene.

The Mother city as Cape Town is affectionately known with its majestic natural beauty provided some of the finest backdrops to some of Africa’s finest quality fashion, style and design.


What will carry our fashion stories far and wide is a collective effort and collaborative spirit.

If you would like to join us or contact us find us:

Instagram: @refashionafrica

Instagram: @arietawho

Instagram: @davidnyanzi


LinkedIn: James Kahuri

Fashion Brands as seen in images: Maxhosa, Sandstorm Kenya, Studio 189, Adama Paris, Chulaap, Adele Dejak 

Photography credit: With thanks to both Samir Ben Geloune and David Nyanzi.




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