Thursday 7th of May 2026

Nairobi, Kenya

Tag: African Fashion

10 Creative Ways to Shrink your Jeans

Posted on by Fashion Police

Denim jeans are the type of clothing that you never miss in a closet. Jeans are comfortable and easy to rock. With a fitting t-shirt and jacket on top, you can rock your jeans like a fashionista. But what happens when your jeans start getting baggy in select areas? You do not throw them away; you learn how to shrink jeans.

Can you permanently shrink jeans?

It is almost impossible. You can, however, shrink it to the size you want for a while. Permanent shrinkage of jeans will only damage them. How to shrink jeans with ease There are several methods of how to shrink stretch jeans. Most are DIY methods and can be done at home without help from a second party.

The main element in the shrinkage of jeans for most methods is water. Learn how to how to shrink Levi jeans using the following tips:

1. The Boiling Method

Turn your jeans inside out and put them inside a pan or pot of boiling water. Ensure that the entire jeans outfit is submerged. Let it stay there for about 30 minutes. Drain and squeeze out the excess water. This takes a while to ensure there is no excess water. Put the jeans in a dryer and set the dryer to high heat. Once dry, remove the jeans.

2. Have Leggings Underneath

Leggings are light and comfortable. Many wear them during cold months to keep away the cold. But did you know that they also come in handy when you want to constrict your jeans?

Wearing leggings underneath your jeans will provide sufficient snugness to your legs. The best thing about leggings is that they are light and so no one will notice what you have under your jeans.

3. Take a Bath with Your Jeans On

Get into a hot bathtub and ensure that your outfit is submerged for half an hour. Then, get out of the tub and stay with your jeans on for another 15 minutes. Your attire will mold properly, taking the shape of your figure. Then, carefully remove it and put it in a dryer.

4. Crank Up The Heat On The Dryer

This is another easy method of shrinking your jeans to the size you want. Cranking up the heat on the dryer will make the cotton fibers tighten and shrink on your jeans.

5. Sewing In a New Seam

The method requires patience and skill. You can look for a local sewer to do it for you if you are unsure how to go about it. Tear the old seam of the leg of your pants and make a new, tighter one. You can also sew a 6- to 7-inch piece of elastic into the inside back of your waistband if the area appears larger for you.

6. Use Fabric Softener

A fabric softener can be used to constrict jeans. First, mix 3/4 water and 1/4 fabric softener into a clean bottle and spray the areas on the jeans that require a little straightening. Finally, place the jeans into the dryer set until they are dry.

7. Wash and Dry in a Hot Dryer

How many washes does it take to shrink jeans? It takes up to 5% shrinkage with a single wash. This, however, depends on the amount of heat and steam. The more you want your jeans to shrink, the more you wash. Can jeans shrink in the dryer? Absolutely. This method is simple and will only take a few minutes. The temperature regulations help in constricting your outfit.

8. Ironing

Ironing is one of the easiest methods of constricting jeans and requires little effort. Quickly apply direct heat on the areas of the jeans that need straightening. You can also iron the entire jeans if you want to. Then, allow the jeans to cool down before you can wear them.

9. Don’t Forget Your Belt

Do you know how to shrink jeans at the waist? Use your belt. Other than helping one fit their pants and appear as accessories to the outfit people rock, belts also come in handy when you want to shrink your jeans. This method may not be as effective as the methods shared above, but the belt works wonders in making your jeans fit properly and not appear baggy.

10. Look For a Tailor

When all has failed, look for a tailor in your neighborhood and tell them how you want your jeans shrunk. Tailors and fashion designers do some neat work and will deliver your desired shape and size of jeans after taking your measurements. What is one great thing about denim? It can be worn year-round. With the above tips, it will be easy to learn how to shrink jeans. All it takes is persistence and commitment.

Content courtesy  of YEN & Nairobi fashion hub 

 

 

Fashionomics Africa, Google Train African Fashion Entrepreneurs in Digital Marketing Strategies

Posted on by Fashion Police

The African Development Bank’s Fashionomics Africa initiative and Google held a 2-hour virtual masterclass on using digital tools and social media for African fashion entrepreneurs.

The online session, on 2 July, aimed to equip African fashion entrepreneurs with tools to plan and execute a digital marketing strategy; how to use social media and e-mail effectively; and creating a digital presence using Google digital tools. Building a brand and engaging with customers and potential customers is one of the key challenges faced by African entrepreneurs, particularly the youth and women.

“We are very excited to collaborate with the African Development Bank to support fashion entrepreneurs in Africa, especially during the pandemic,” said Khadija Abdul Juma, a marketing specialist at Grow with Google, an initiative supporting African entrepreneurs and small businesses across Africa. Women Will Africa, an initiative that supports women to take advantage of the Internet, also participated.

Since the onset of the pandemic, e-commerce has grown considerably, with total global retail sales estimated to exceed $5.8 trillion this year

“To be competitive in our changing world, African creatives need to be well-armed with greater digital skills and tools. Technology and digital tools must be at the heart of their businesses if they want to amplify their voices and join the global fashion sphere,” said Bintou Sadio Diallo, cultural and creative industries expert at the African Development Bank.

Fashionomics Africa intends to attract foreign direct investment in the African textile, apparel, and accessories industry and support the growth of micro, small and medium-sized businesses – with an emphasis on women and youth. Through the Fashionomics Africa program, the African Development Bank works with public and private sector partners to develop local, regional, and international textile and fashion value chains, taking advantage of the opportunities arising from the African Continental Free Trade Area Agreement.

For more information about Fashionomics Africa and to sign up for the next masterclass, click here. To (re)watch the session, click here.

Content Courtesy of Fashionomics Africa

VDJ 2021 Fashion: Lindeka Duma wins Young Designer Award

Posted on by Fashion Tribe Influencer

Pietermaritzburg School of Fashion student, Lindeka Duma won the Vodacom Durban July Young Designer Award. Here are the top three looks.

Fashion design student Lindeka Duma from the Pietermaritzburg School of Fashion won the Vodacom Durban July (VDJ) Young Designer Award, announced on 2 July.

Due to the pandemic, the annual VDJ event took place behind closed doors at Hollywood bets Grayville Racecourse in Durban.

Pietermaritzburg School Of Fashion Takes Top Two Spots

The Young Designer Award was presented by Durban Fashion Fair under the theme was Birds of a Feather. The judging panel included industry experts Leigh Schubert, Greg Wallis, Nonku Mthembu Lara Klawikowski, and Derrick Mhlongo.

On 22 June, the top ten finalists for the Young Designer Award were announced and the top three finalists a week later. The Pietermaritzburg School of Fashion secured three spots in the top 10 and two in the top three with Lindeka Duma coming in the first place and her classmate Vincent Orishidere as the first runner up. Zandile Mahlasela from Lindiwe Kuzwayo Academy of Fashion was the second runner-up.

Lindeka Duma’s Winning Outfit

Lindeka Duma designed a black guinea fowl-inspired bodysuit made from Shweshwe fabric, with layers of handmade plaited rope that form a colorful bodice and a matching bold hat.

The first runner-up, Orishdere designed a vibrant burnt orange and beige streetwear outfit while the second runner-up, Mahlasela put together a blue ice dress with triangular feathers. See the three looks below.

 

​

 “The standard was exceptionally high this year, and in having to decide on the top ten and top three, it was very difficult as there were so many great entries that showed good research and thought processes,” said Wallis according to IOL.

“But sadly couldn’t find a way into the next round,” he added

Duma has won R10 000 from the Gold Circle, a two night local hotel holiday from Bold Travel, a year of hair by Claire from Hair Inc, R5 000 gift voucher from Gateway Theatre of Shopping, a Samsung Galaxy S9, R3 000 Kryolan hamper and more.

“Congrats to my self for winning on Vdj2021 young designers, I am over the moon  I still not believe that I am not dreaming!!!” wrote Duma on Instagram.

​

Content courtesy of The South African & Nairobi fashion hub 

Founder of Pan-African Clothing Brand ‘BSR’ Advocates for Reverse Brain-drain to Develop Africa

Posted on by Fashion Police

Black Star Revolution, a fashion brand owned by US-based Ghanaian businessman, McAaron Keli Ketor-Tay has been officially launched in Ghana with a call on African leaders to spearhead an agenda to accelerate the continent’s development through reversed brain-drain.

Speaking in an interview with Lord Kweku Sekyi, Mr. Ketor-Tay, said, Africa’s renaissance must be backed by a comprehensive agenda to harness its own human capital to its own advantage rather than exporting scholars abroad.

He said Africa’s unfortunately negligible position in the world economy does not reflect the enormous resources at its disposal which encompass both material and manpower, adding that, foreign nations are rather tapping into African ingenuity at the expense of the continent itself.

Sharing the vision behind BSR, Mr. Ketor-Tay said he was inspired by Ghana’s founder and first president, Kwame Nkrumah, who led Africa’s first successful independence movement in 1957 and actively advocated for continental unity.

He said, akin to Marcus Garvey’s ‘Back-To-Africa’ movement, the Black Star brand signifies unity and harmony among all people of African heritage.

“It will be accomplished through knowledge, enterprise, and direct social impact projects in all African communities globally.”

Mr. Ketor-Tay said plans are underway for his company to venture into the sportswear business, which he will utilise to showcase African talents as well as unique designs to the rest of the world.

Prior to its launch, the Black Star Revolution movement, comprising a team of volunteers, embarked on a number of special charity projects in rural communities in the Greater Accra Region, including refurbishment works at Zenu Polyclinic in the Kpone Katamanso District.

Content courtesy of & Nairobi fashion hub 

Fashion icon Connie Aluoch, Carole Kinoti, and Model Bidanya Barasa, Debra Sanaipei out to showcase designs during the Madaraka day fete

Posted on by Fashion Police

Four top models and fashion icons Debra Sanaipei, Bidanya Barasa, Connie Aluoch, and Carole Kinoti are preparing to showcase their self-designed outfits on June 1

The white dresses, embroidered with the Kenyan flag beads on the wrist, wraps, and waist, will be worn on Madaraka Day.

The designers, Carol Kinoti, Connie Aluoch, and models Bidanya Barasa and Debra Sanaipei described their style as unique and contemporary.

Their motivation is their love and compassion for being an African woman.

Speaking to Star Sasa, Carol, in Lad Flo-Cape, said the creativity of their dresses is highly inspired by the different physical aspects they have.

“I asked Connie what it takes for a Kenyan woman to wear best, then I remembered she is a typical example of an African woman and I decided to use her as my muse,” she said.

The dresses, described as Lad Occasional, Lad Red Carpet, Lad Skater, and Lad Flo-cape, symbolize peace, tranquillity, and patriotism.

Connie, in Lad Skater, attributed the success of her fashion career to a global approach and constant innovations. She is the brand ambassador, Lad Little Afro Dress, and a lecturer.

“I decided to be constantly innovative and I ventured into image consultancy, one-on-one image styling. I lecture fashion and give mentorship,” she said.

Bidanya, in Lad Occasional, and Debbie, in Lad Red Carpet, are legends in the modeling industry. They have now embarked on family business and real estate respectively.

Written By: Laura Shatuma
Photo Credit: Victor Imboto And Wilfred Nyangaresi

Content courtesy of The Star 

Facebook Africa launches ‘Made by Africa, Loved by the World’ ahead of Africa Day – Celebrating Africa’s Growing Cultural Impact on the World

Posted on by Oscar Alochi

As part of its celebration around ‘Africa Day’ on 25th May, Facebook (www.Facebook.com) announced the launch of its global campaign titled: ‘Made by Africa, Loved by the World’ – a series of short films unveiling the stories of eight phenomenal creatives and small business owners from across the continent who are breaking ground across the world.

Available to view on a dedicated ‘Made by Africa, Loved by the World’ microsite and the official Facebook Africa page from 21st May 2021, the films provide a glimpse into the global successes of African creatives and businesses hailing from Kenya, South Africa, Nigeria, Côte d’Ivoire, and Gabon.

This includes fashion designer Laduma Ngxokolo from South Africa, whose clothing brand ‘Maxhosa’ has been worn by global names such as Beyonce and Alicia Keys, and most recently had his designs featured in the film ‘Coming to America 2’. Also featured are Sauti Sol, a collective Afro-pop music group hailing from Kenya who have gained international recognition with nominations and shows in Europe and the US, and Mark Angel, a Nigerian comedian who has amassed over 15 million global followers on Facebook. The series is aimed at showcasing, hero’ing, and honouring the people that are impacting Africa, as well as the world, through their music, arts, and crafts.

Included in the ‘Made by Africa, Loved by the World’ campaign are:

  • Mai Atafo (Nigeria) Fashion designer and bespoke tailor

  • Lafalaise Dion (Côte d’Ivoire) Fashion designer and visual artist

  • Jessica Allogo (Gabon) Founder of Les Petits Pots de l’Ogooué Garmout Food brand

  • Blinky Bill (Kenya) Musician, DJ, Rapper, and Producer

  • Sauti Sol (Kenya) International award-winning Afro-pop group

  • Lola Pedro (Nigeria) Founder of Pedro’s Premium Ogogoro drinks brand

  • Mark Angel (Nigeria) Digital comedian, scriptwriter, and video producer

  • Laduma Ngxokolo (South Africa)  Founder of fashion brand Maxhosa and creative artist

Nunu Ntshingila, Regional Director, Facebook Africa, said “At Facebook, we’re deeply invested in the creative industry in Africa, and nowhere is it more exciting to witness this vibrant creative scene than here on the continent. These people and businesses are changing the way Africa is seen, not just in Africa, but around the world, and are cementing our position as leaders in innovation and the creative industries.

We know that Africa is the future, and in honour of ‘Africa Day’ and the Africa Union’s 2021 celebration of African ‘Arts Culture And Heritage’, ‘Made by Africa, Loved by the World’ is our way of recognizing just some of these remarkable individuals who continue to inspire the world.”

As part of the ‘Made by Africa, Loved by the World’ campaign, Facebook will be creating dedicated ‘Africa Day’ Facebook profile frames available to Facebook users, and holding free virtual training for SMBs and Creators across Africa through its local training partners. Focused on providing other upcoming creatives and entrepreneurs with the digital know-how to take their ideas global, these will focus on creativity and Instagram including how to creatively engage with your audience through Instagram; Reels school, Interactivity in stories, and how to get creative with ads.

Media Contact:
Idea Engineers
PR agency for Facebook Africa
facebook@ideaengineers.co.za

Content courtesy of Africa News & Nairobi fashion hub 

Eliza Christoph Luxury, Ethical Fashion Brand Launched to Embody a Kenyan Sensibility With Color, Pattern, & Sustainability

Posted on by Fashion Tribe Influencer

Chic, urban, sophisticated, vibrant, and inspired Eliza Christoph enters the fashion zeitgeist on a mission.

Founded by Kenyan-born and NYC-based Liz Njoroge, the newly launched brand is an homage to her homeland and an upscale nod to its betterment. Poised to empower women in Kenya by creating jobs for skilled artisans and supporting their training, the brand offers more than sustainable, ethical luxury. Eliza Christoph offers principled, handcrafted clothing and accessories that wholeheartedly embrace the vibrant prints that are the spirit of Kenya.

For clothing and accessories made outside of Africa, the brand donates a portion of the profits to communities where their artisans live and work.

Classic in design, the timeless approach to each garment’s composition is as youthful as it is elegant. The pieces mix unique, vibrant prints with timeless and versatile silhouettes to create luxury staples that add effortless sophistication to any closet. The first collection consists of shirt dresses, skirts and silk scarves.

The dresses come in Dutch-wax-printed fabrics and uniquely designed and printed Italian cotton poplin. The skirts are made from the same cotton poplin, and the scarves are 100% Italian silk.

The double-faced Dutch wax fabric is printed in rich colors with a labor-intensive technique that applies wax resin before submerging the fabric in dye. For the cotton poplin prints, the brand created its own unique print designs inspired by historic African prints and Africa’s natural beauty. The bold prints blend the founder’s love for her home country and passion for modern and contemporary art.

The Eliza Christoph silk scarves bring art and luxury together in a delectable silk scarf. Uniquely designed, the scarf prints are hand-painted and digitally designed to depict the magnificent Kenyan sights and experiences. The scarves are made and printed in Italy on 100% silk and finished with hand-rolled edges for a refined look.

Produced on a non-seasonal calendar in limited runs, the clothing is hand-inspected for perfection. In keeping with their mission, Eliza Christoph will continue to give financial support to the African communities that inspire their collections.

About Eliza Christoph

New York-based Eliza Christoph is a sustainable and ethical luxury brand with the mission of creating the world’s most exquisite clothing and accessories while improving women’s livelihoods in Kenya and other African countries. Founders Liz Njoroge, Creative Director, and Christopher Ramsey, Chief Executive Officer, launched Eliza Christoph after years of travel, research, and development in Africa.

Founder and Creative Director Liz is inspired by her upbringing in Nairobi, Kenya, where women wear vibrant prints and sophisticated clothing for everyday life and celebrations. Having spent her childhood in Nairobi, Kenya, and later in New York City, U.S., Liz’s designs blend traditional African print inspirations with New York City modernism. She mixes unique, vibrant prints with timeless and versatile silhouettes to create luxury staples that add effortless sophistication to any closet.

Eliza Christoph’s fabric prints and scarf designs blend African scenes and nature with modern and contemporary art to create one-of-a-kind masterpieces. Each design is hand-painted or digitally designed in collaboration with our textile design team. For our print designs, Eliza Christoph selects only the best quality, sustainable materials from around the world.

Eliza Christoph employs highly skilled African artisans, who are paid a fair wage and receive benefits, to handcraft their luxury clothing. For clothing and accessories produced in Italy, a portion of the profits go back to the communities where our Artisans live and work. We carefully choose our supply chain partners for their ethical and environmentally sustainable practices.

Contact:

Jess Kennedy
Communications Manager, Eliza Christoph
jess@elizachristoph.com
1.929.416.2558
Website:https://www.elizachristoph.com
Social Media: https://www.instagram.com/eliza_christoph
Press Release Service by Newswire.com
Original Source: Eliza Christoph Luxury, Ethical Fashion Brand Launched to Embody a Kenyan Sensibility With Color, Pattern, & Sustainability

Content courtesy of News Wire & Nairobi fashion hub 

Rwandan fashion designer to represent East Africa at African Fashion International ( AFI )

Posted on by Fashion Police

Multi-disciplinary, textile and fashion designer Amza Niyonzima is among four African creatives expected to participate at the forthcoming African Fashion International (AFI) and pan-African network of creatives slated for May 25 in South Africa.

Niyonzima, whose clothing brand ‘Masa Mara’, made it to the AFI  line-up of runway collections and will represent East Africa alongside David Tlale representing the South, Said Mahrouf for the North and Ituen Basi from the West.

https://www.instagram.com/p/CLOUe2opM0c/?utm_source=ig_embed

In commemoration of Africa Day, which recognizes the founding of the African Union, AFI will host an intimate fine-dining, fashion, and music experience for guests and creatives who are steering the African renaissance.

The pan-African experience will fuse fine-dining with fashion, and will incorporate music and dance elements led by renowned producers and artists such as Ayo Solanke a Saxophonist, Vuyani Dance Co and Ndlovu Youth Choir.

The experience is hosted in collaboration with Aurum restaurant and pan-African chef Coco Reinarhz.

“The African Union’s Agenda 2063 aspires for, amongst others, cultural identity and heritage that contributes to Africa’s transformation. The notion of a renaissance, which refers to the European period of transformation that was driven by philosophy, literature and art, calls on us to rediscover and elevate the arts in order to transform Africa into a hub of creativity and innovation,” said Dr.Precious Moloi-Motsepe, AFI’s founder and CEO.

https://www.instagram.com/p/CKvjacspkgA/?utm_source=ig_embed

Since its founding, AFI pioneered pan-African co-operation within the fashion industry.

In 2019, AFI launched a campaign, African Fashion Unites, to bring continental creatives together in response to xenophobic attacks.

In a similar response to the pandemic that has harshly impacted small and emerging creative entrepreneurs, this showcase is a pathway to ensure their sustainability whilst celebrating the aspirations of African people and the African Union.

For audiences at home, the collections that will be shown on the runway will be available to shop online at www.houseofnala.africa and at AFI’s concept store House of Nala at the Leonardo in Sandton, South Africa, and streamed online on AFI Facebook page from 19h00 SA time.

About the designer

Niyonzima developed a love affair with fashion and art at a young age. Even as a young boy, he meticulously put his outfits together, and used his clothing to express his culture, personal taste, and his zest for life.

His fashion journey began when he started customizing his personal style, this sparked interest from friends.

He began creating and printing his own t-shirt designs, and also taught himself patterns and sewing. This propelled the designer to seriously consider the development of his own clothing line in 2013, which he proudly named Ma Casi, which means ‘strength’ or ‘power’ in Swahili/Lingala.

https://www.instagram.com/p/CCQRuG7puDq/?utm_source=ig_embed

According to the designer, the name ‘Ma Casi’ was inspired by African strength, which is exemplified by our formation of powerful empires, and our ability to conquer our struggles victoriously.

“Ma Casi’ honours our freedom to go anywhere and to be anywhere in the world by our will. December 2014 marked the inception of a new collection called The Brave Ones,” Niyonzima said.

This new collection captured Niyonzima’s ever-evolving nature, and represents a new direction for his brand aspirations: Masa Mara, which means ‘The Brave One’.

Masa Mara came from a Rwanda saying Amara Masa (Empty handed or something from nothing).

Content courtesy  of The New Times & Nairobi fashion hub 

Rosario Dawson, Thebe Magugu, and More Join Vogue’s Virtual Forces of Fashion Summit

Posted on by Fashion Police

On July 7 and 8, 2021, Vogue will host its fifth annual Forces of Fashion summit. The virtual series will feature candid conversations between industry leaders, including designer John Galliano, makeup artist Pat McGrath, stylist Zerina Akers, and Vogue’s Anna Wintour. And today comes the announcement of a new panel spotlighting five important new voices in fashion from across the globe.

Thebe Magugu, Priya Ahluwalia, Yueqi Qi, Abrima Erwiah, and Rosario Dawson will join Vogue.com editor Chioma Nnadi for a discussion about what it means to build a brand with impeccable authenticity. Each brings a strong point of view and an entirely fresh perspective. Magugu recently won the coveted LVMH prize for his South African–based clothing line of the same name. Ahluwalia has made waves with her eco-friendly menswear on the London fashion scene and beyond.

Qi’s eponymous, Shanghai-based label features otherworldly beading with a modern sensibility. (No surprise, as Qi, previously worked as an embroidery designer for Chanel.) Finally, Erwiah and Dawson’s brand, Studio One Eighty-Nine, showcases the beauty of African design while prioritizing artisanal craftsmanship and ethical business practices; the New York design duo was also recently nominated for the CFDA/Vogue Fashion Fund 2021.

More details and tickets are available on the Forces of Fashion website. Check back for updates ahead of the event, which will take place on July 7 and 8.

Content courtesy of Vogue Magazine 

African Fashion Foundation Set To Host First-Ever Creative Industry Retreat In Africa

Posted on by Fashion Tribe Influencer

The African Fashion Foundation (AFF) presents the first-ever Creative Industry Retreat in Africa. The three-day event is scheduled for Wednesday, 19th May to Sunday, 23rd May 2021 and aimed at igniting and facilitating critical and valuable discussions around the industry ecosystem.

The three-day event will provide a unique platform for industry players and stakeholders to convene, collaborate and build solid partnerships needed to scale the fashion ecosystem in Africa. Ghana is set to be the convening point for this trailblazing three-day event. It will focus on the theme “Building a Sustainable Value Chain for Africa’s Creative Industry”. Discussions will focus on the need to forge real links in Africa’s creative industry, the strategic role of Development Finance Institutions within the sector and the need to drive the sustainability agenda.

 

This groundbreaking event seeks to foster industry collaboration and position the creative economy to become sustainable and resilient. It will host top creative industry players and professionals including Claudia Lumor – Glitz Africa, Adama Ndiaye – Adama Paris, Nisha Kanabar – Industrie Africa, Roberta Annan – African Fashion Foundation, Adeline Akufo-Addo Kufuor – The Lotte Accra; Viola Labi – Founder of Woven Worldwide, Jennifer Ronne – Victoria Grace Fashion; Fashion Icon & Broadcaster KOD, P. Y. Addo-Boateng – Mi Prime Entertainment, Emmanuel Uba Okoro – Emmy Kasbit, Nuel Bans – Debonair Afrik, Rebecca Donkor, Maame Adjei – Sweet Roots Media, Arieta Mujay Barg – Creative Strategist, Renown Fashion Writer Ekow Barnes, Writer & Humanitarian, Rozan Ahmed and Fredericka Brooksworth, Founder of Fashion Scholar.

The Retreat also seeks to reiterate AFF’s commitment towards sustainability and showcase its sustainability project, Recycle, Re-work, Re-use, a fashion sustainability project which was launched in March in collaboration with five young African fashion brands to address the issue of fashion waste and sustainable product life cycles. They include Omaliko Godson Ebuka- Maliko, Omafume Niemogha- Peperrow, Samuel Otteng, Baboa Tachie- Menson – Balm labs.

Content courtesy of Modern Ghana & Nairobi fashion hub 

Nigerians Spent Up to $1.82bn on Wears in 2020 as Fashion Overtakes Travel in e-Commerce Earnings

Posted on by Oscar Alochi

Nigerians spent as much as $1.82 billion purchasing fashion items online in 2020. According to a PayU report, consumers in the country spent more on clothing last year than any other e-commerce category.

Fashion overtook travel and mobility to top consumer spending during the year. Other categories of online shopping expenses include electronic gadgets, video games, food, and digital music.

In 2020, Nigerians expended a total of $8.06 billion on e-commerce products, representing a 6% increase of $480 million compared to the $7.58 billion spent in 2019.

More Fashion, Less Travel

Earnings from the Fashion sector slightly surpassed Travel in the past year, accounting for 22.6% of the total $8.06 billion Nigerians spent on e-commerce sites. Covid-19 lockdowns and curfews meant that many more people were compelled to shop online, leading to greater e-commerce spending among consumers.

Nigerians spent $1.82 billion on online fashion products in 2020, 44% higher than the $1.25 billion recorded in 2019.

Just behind Fashion, Travel amassed the second-highest spend of $1.79 billion, contributing 22.2% of total e-commerce revenue. The travel sector got the highest spending in 2019 ($3.13 billion) but the sector suffered from Covid-19 mobility restrictions and travel bans which shot down earnings by 42.9% to $1.7 billion in 2020.

As part of the wider e-commerce industry, the travel & hospitality sector comprises all payments completed on online platforms for flight booking and hotel reservations such as Travelstart, Wakanow, and Hotels.ng.

Electronic gadgets ($1.34 billion) and Video games ($1.21 billion) were the only other two item categories to record up to $1 billion in consumer spending in 2020. With more people at home for longer periods, there was a higher demand for gadgets including laptops, phones, and PlayStation to facilitate remote work, learning, and entertainment.

Similarly, this also drove up consumer spending on food and personal care products to $484.3 million, up by 59.6% from $303.4 million in 2019.

Nigeria Leads Africa in e-Commerce

Nigeria remains Africa’s biggest e-commerce market with 76.7 million online shoppers, followed by South Africa’s 22 million and Kenya’s 13 million.

More opportunities exist now than ever before for online and omnichannel merchants across Africa. This is especially true for merchants in fashion, beauty, electronic gadgets, and digital goods.

Nigeria’s 50% adult population of 107 million has played a key role in driving e-commerce spending in the country. The population aged between 15-54 years in Nigeria dwarfs South Africa’s 32 million and Kenya’s 28 million. Therefore, the number of online shoppers is expectedly way higher.

However, it is not that Nigerians are spending more than their African neighbours. South Africa, for instance, expended over $3 billion on e-commerce platforms in 2020, with an average $136.4 per shopper. This is higher than Nigeria’s average of $105.1 spent by each consumer.

For context, South Africans and Kenyans have greater purchasing power due to higher minimum wages of $205.9 and $193.54 respectively.

Fashion was the sector with the highest consumer spend in 2020 in Nigeria, Kenya, and South Africa, and PayU projects that consumer spending on wears in each of these markets could reach $2.27 billion, $1.48 billion, and $504 million respectively by the end of 2021.

Content courtesy of Tech Next & Nairobi fashion hub 

Fashion Designer Kithe Brewster’s Catwalks Remove Cultural Roadblocks

Posted on by Oscar Alochi

Kithe Brewster is an American stylist and fashion designer and founder of the Kithe Brewster brand and company. Leaving for Paris at age nineteen proved to be the right cut for him, as he immediately grasped the French scene, becoming a hot stylish on the move.

After seven years in Paris, he moved to London, where music styling became his forte. While in London, he worked for magazines such as Elle, Scene, Vanity Fair, Interview, Flaunt, Chic (Dutch), French and American Jalouse, and Surface, among others.

His work for these publications gained attention from the crème de la crème of fashion, as well as the European and Hollywood celebrity elite. He has styled covers for Flaunt magazine with stars such as Adrien Brody, Cate Blanchett, Drew Barrymore, Selma Hayek, Winona Ryder, and many others.

His personal clients have included Halle Berry, Julianne Moore, Iman, Diane Lane, Eva Mendes, Usher, and Heidi Klum. He has spent a great deal of time in the Middle East, in Egypt, Jordan, Lebanon, and the UAE. He was Creative Director of DIFW, the original Fashion Week. “I predicted on record,” he says, “that Dubai would become a major fashion capital.”

Currently, in Dubai, Brewster spoke to Gulf Today

Why did you choose the fashion industry as your place of work?

I would like to think my early exposure to the arts in all aspects was definitely a deciding factor. From a very young age, I was extremely conscious of clothing and its many textures. At five or six, I truly understood the definition of beauty.

Looking back, I adored rummaging through my mother’s closets and just appreciating the quality; I was quick to notice when something missed this quality.

It was truly organic in this sense, thus I believe I was chosen. As a man of faith, there are no coincidences. I believe it is the Creator’s plan – the journey and the results.

What are the African-American sensitivities you bring to fashion?

Being African and American contributes a great deal to my creative DNA. I am balanced in rich history and tradition. As a designer, my gift is my hands, draping and manipulating fabric to create one-of-a-kind designs. This is rich African tradition the sense of color and dynamic.

There is a European side of my makeup, which leads me to seek out Europe to discover this sense of style. I was a huge success as a stylist, fashion editor, and celebrity stylist, because of the balance of multiple culture comprehension. In fact, it’s the understanding of all global cultures combined, that is needed to truly be a voice in fashion.

Is fashion only for celebrities or can it be shared by others?

Fashion is, in my belief, for everyone. I definitely think we all want and need the confidence of looking and then feeling good. I spend a lot of time observing the influences in modern society. I’m certain it trickles down, in some capacity, to reach everyone.

Is Faith a constraint on fashion?

I believe Faith is in no way a restraining measure in fashion. For example, my time in the UAE and other Arab countries, helped me to see the progression of High Fashion and Modesty. When I was Creative Director of Dubai Fashion Week, I helped to discover the amazing talent of Rabia Z.

I had the huge pleasure to nurture her and pushing her vision of modesty and the Muslim woman. At that time, twelve years ago, we made history with her first show in Dubai. I get goosebumps when I think back and hear the live drums and the first entrance of the first model.

We proved successfully that within modesty, one can be fashion-forward and completely true to one’s faith, respecting the modesty it is built upon. I cried like a baby that night when she received a true standing ovation. We had managed to inspire Muslim women. It was a historic moment and I have watched a global progression in High Fashion inspired by the modesty of Muslim women. Let’s not forget my first ever collection was inspired by Emirati women.

Is there a distinction between ex-pat fashion and Emirati fashion? If so, what are their defining features?

There is a difference between ex-pat fashion and Emirati fashion. There is a merging of sophistication and class in Emirati fashion. Expat fashion tends to hinge upon trends from Europe, yet slightly behind. As an ex-pat, I say this in an opinion-based manner. What’s beautiful is when all of the incredible high fashion intertwines with traditional and modest apparel.

Why did you think Dubai could be a fashion center of the world?

I felt twelve years ago that Dubai would become a fashion capital because I saw the vision of Sheikh Mohammed and the impact of the year that I spent coming back and forwards from New York. The buildings were going up all around me. I saw it happening.

I felt the hunger for this country’s own place within fashion makeup. I pushed so hard to catch them up to the rest of the world. On a funny note, I got rid of the raised runways and had the models walk on the floor. It caused a huge uproar: it was in the papers. But when the rest of the world saw the shows that came out of Dubai, they were blown away. I convinced American Elle magazine to cover Fashion Week. It was a huge step that was aligned with Sheikh Mohammed’s vision.

How will you define your style?

Maison Kithe Brewster will define its style by being discerning and not by overcapitalizing or overexposing the brand. By always being consistent in style. By not selling the same thing to hundreds of clients.  By quality and personal attention to every client. By never running out of ideas, and creating original excellence.

Content courtesy of Gulf Today & Nairobi fashion hub 

Ad