Fashion consultant Diana Opoti completed her epic 100-day fashion campaign dubbed ‘100 Days of African Fashion’ last week. The journey which started on June 3 aimed to showcase and appreciate authentic fashion pieces from various African designers.
The photo-diary campaign featured Opoti’s personal style; she wore different African fashion labels daily for 100 days. She bought the various designs from all over the continent within the last two years. Opoti posted the photos online via different social media platforms including Facebook, Instagram and Twitter.
The postings included brief biographies of the designers behind the labels and accessories, a few shout-outs, and some description of how the outfit was put together; with all that branded in a very visual style, paying attention to the traction it could generate online.
“The campaign is of utmost importance to me in that I’m a big believer in African fashion. There’s much room for success if we saw it beyond what’s trending. Through this campaign I want consumers to appreciate the diversity of designers out there and prompt followers to purchase these African labels. But importantly, as I create demand for products, I want to challenge designers to have more ready-to-wear collections available,” said Opoti.
Martini, world’s renown cocktail drink, partnered with Opoti in the campaign. “We would like to commend Diana for her efforts in promoting African designers, by using a unique concept that not only creates awareness of the various designs she is showcasing, but also empowers people to embrace and promote African Designs.
The campaign is a platform that aligns with Martini’s role in promoting style and sophistication across the globe. Hence, we believe this partnership has the potential to become Kenya’s first ever successful Afro-fashion design campaign,” said George Cozac, Bacardi- Martini area manager East Africa.
Apart from gaining an international audience, the campaign aimed to show the everyday consumer that designer brands are accessible to them. “The whole idea of this initiative is to show designer brands in an everyday setting, away from the runway and glamorous look books, to show how this can translate into a consumer’s wardrobe and for bodies curvier than models,”Opoti said.
Opoti is an Outstanding Trend Communicator nominee at this year’s African Fashion Awards that is under African Fashion International, who own the Mercedes Benz Fashion Week Africa.