Onome Amuge
Africa’s abundant natural resources and rich cultural heritage, as well as the creativity and innovation of its designers have been identified as key strengths that can propel the continent to the forefront of the global fashion industry.
With 32 Fashion Weeks taking place across Africa each year, the continent has become a home to a wealth of talent in the areas of haute couture, traditional crafts and clothing, with the demand for African haute couture expected to increase by 42 per cent over the next 10 years.
The United Nations Educational, Scientific and Cultural Organisation (UNESCO), in a recent report titled, “The Fashion Sector in Africa: Trends, Challenges and Opportunities for Growth,” highlights Africa’s abundant natural resources and rich cultural heritage, as well as the creativity and innovation of its designers, as key strengths that could propel the continent to the forefront of the global fashion industry.
The report also points out that Africa is already a major producer of raw materials, such as cotton, and that it imports and exports a significant amount of textiles, clothing and footwear.
At the launch of the report commissioned by UNESCO,Audrey Azoulay, director-general of the specialised agency of the United Nations, highlighted Africa’s potential to become a global fashion leader, but emphasized that public decision-makers must provide greater support to the sector and all those involved in the fashion ecosystem.
Azoulay remarked that fashion is thriving in Africa, adding that the report demonstrates that there is even more potential for growth. However, he pointed out that in order for the potential to be realised, the fashion industry’s designers, professionals, and the entire production and distribution infrastructure require greater support from public decision-makers.
According to the UNESCO report, there is a growing trend among Africans to purchase fashion products made in Africa, especially among the young people and the expanding middle class on the continent.
The report indicated that the African population under the age of 25 accounts for 50 per cent of the total population, and the middle class is rapidly growing, with over 35 per cent of the population now falling into this category.
“This is opening up new consumer markets on the continent. In addition, Africa’s digital sector is expanding rapidly, facilitating intra-African trade and the emergence of new creative talent,” it stated.
The report also highlights four key challenges that must be addressed by governments and decision-makers if Africa’s fashion sector is to realize its full potential.
In order for the fashion sector to thrive in Africa, the report emphasises the need to strengthen legal protections for designers and professionals. This includes improved intellectual property rights, remuneration, working conditions, and the ability to unionize and negotiate social rights. To this end, UNESCO said it is already working with 23 African countries to help improve the status of artists by creating new legislation and regulations.
Other challenges the report identified that must be addressed include the need for greater investment in infrastructure and education, as well as improved access to digital tools and platforms for designers.
