Over the years we have documented many failed celebrity-owned clothing brands. It seems like most celebrities that run low on activities target the fashion world thinking with their popularity they will easily strike gold launching a brand. Little do they know running a brand is much harder than being controversial to stay in the limelight.
However, one Ghanaian celebrity seems to be bending the curve and that’s Salma Mumin. Salma Mumin is a Ghanaian actress. Her contributions to the Ghanaian movie industry have earned her several accolades, including Best International New Actress at the 2014 Papyrus Magazine Screen Actors Awards and Best Actress in a Leading Role at the 2019 Ghana Movie Awards.
Earlier this year she launched her fashion brand Lure By Salma Mumin. Unlike most other celebrity-owned and failed brands she seemed to have taken the right steps. She had a pro shoot, worked launch through the media, used pro models and photographers, and kept the buzz going afterward.
In addtion, a new collection was due and released earlier this week and it seems the actress has done something we’ve been waiting to see from Ghanaian brands for years. She launched clothes with her own branded logo and designs.
Something a lot of Ghanaian fashion labels have overlooked. Amongst many Ghanaian brands, the fight to impress their clients through core fashion designing and couture is at the center of all their efforts, so much so many of them tend to forget mere and simply branding elements that could boost their activities twice as far. With that said, none are also willing to pay for PR nor branding advice.
This sort of makes this very new fashion label the first fashion brand to launch its own branding outfit. And despite it seeming like little to no news from the average citizens point of view, it could be a very necessary pivotal point in the world of African fashion and creatives. Some may say Elikem the Tailor is Ghana’s first successful celebrity-owned fashion brand which is true, but in that case Elikem was a designer/designer brand before a celebrity.
See items below from the latest collection titled ‘The Sultry Collection’.
UPCOMING TOP EVENTS!
Hub of Africa Addis Fashion Week will highlight the growing talent of African designers and brands to the international market. It is committed to being a part of the growth of the industry in Ethiopia and the region by making Addis the HUB, encouraging designers, making links between buyers, manufacturers, and international media.
It will bring local and regional key industry individuals with seasoned international industry figures to discuss and share ideas and experiences on how to grow and develop the fashion and garment industry to compete in the global market.
FashionGHANA Honors & Awards are also known as #FGHA began in 2018 as a fixated awarding process in between Accra Fashion Week runway shows. The award was heavily appreciated in 2019 is had a whole day dedicated to the awards night during Accra Fashion Week. After skipping a year during the pandemic in 2020, the event returned in 2021 holding the biggest fashion awards during the year.
This edition will explore the frontiers where the growth of the sustainability movement in Africa is stunted, and entice more eco-friendly brands to shift their focus to the growing African population. Will feature spectacular collections and creative designs from different designers from Ghana and beyond who will light up the runway.
Will be the biggest combined dish of thrilling music and exciting fashion with this new opportunity that will be given to young aspiring designers.
Will feature an ALL STAR cast of crowd-pulling models, prominent politicians from the major parties (to exhibit national cohesion), and professional models.
Ghana’s leading fashion event Accra Fashion Week is scheduled for 7-11 December 2022 following their 5th-year celebration last year in 2021. Accra Fashion Week is a platform for African designers that can be compared to fashion weeks across the major capitals. It aims to fill the void which sees tremendous creativity and culture across the continent with the absence of an operating fashion infrastructure.
The epic event took place at Ghana Dubai in Accra, and saw models march down the steps from the Kwame Nkrumah Monument whilst being followed by a spotlight, before circulating the central fountains. Memories of the exciting night still give chills as guests revisit the experience on youtube.
However, rest assured that 2022 is going to be even more exciting with greater performances and an upgraded designer collection. FashionGHANA.com is sure to bring you the exclusives we did on www.FashionGHANA.com/TV. All last year’s shows are available to watch on youtube. Designer’s registration is ongoing on the AccraFashionWeek.org website.
DIRECTION COLLECTION: OUT NOW!
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