Almost every woman worries about fashion. Whether in a boardroom, attending an event, or just going out for a night with friends. We all try to look our best and feel good by dressing up for the occasion. No matter what occasion, you know it is important to find comfortable, stylish, chic, and durable clothes. Our clothes have to meet our lifestyle.
In our younger days, we live our lives on a day-to-day basis and not pay any attention to anything. Consuming whatever we want and doing what we please. But thanks to people like Greta Thunberg and others, we are becoming more and more observant, and we have started to focus on things that did not matter to us before.
Sustainable: Buzzword or Lifestyle Choice
Recently we have heard the word ‘sustainable’ across multiple channels. Whether it is energy, housing, or any other commodity, it is still a buzzword until we grasp the idea behind it. But we know that it is important enough, so whenever we hear this word, we turn our heads. More people are trying their best to understand more about what they are putting in their bodies and how they can live a more environment-friendly life. We pay attention to every little detail related to our lives instead of just accepting any product or service at face value. We are becoming savvier with our choices than ever before.
Sustainable Fashion: What is It?
One of the things that we have started to worry about is sustainable fashion. Just as people pay more attention to what they are eating, they are also focusing more on what they are wearing. They are finding out more about how and where manufacturers made their clothes and environmental impacts. People are now investigating entire production processes, supply chain, and product afterlife to make better decisions.
The clothes that follow the latest styles and trends in the fashion industry are inexpensive. Everyone knows they will go out of fashion very quickly, and they will discard them for newer and trendier clothes. According to one report, the global fashion industry will grow by 81% by 2030. That will put unprecedented pressure on the dwindling resources that we have. The fashion industry is already the second biggest pollutant—coming second only to the big oil industry—according to the UN.
Here are some of the critical ways the African fashion industry are encouraging sustainable fashion:
1. Local Resources
Many African brands have started sourcing local materials from Africa to offer their customers a more eco-friendly option. These include natural and homegrown materials like mohair and merino wool. More and more brands are turning towards local resources and ditching the polluting materials.
2. Influencer Marketing
Another step that the African brands are taking is to bring in celebrities to promote their cause. One Senegalese fashion brand ‘Tongoro’ joined up with Beyonce, the music sensation, to promote their brand. She shared photos of herself wearing clothes from the brand with her followers on social media.
3. International Promotion
African brands like Tongoro and more promote their fashion designs across international magazines and publications like Elle, Vogue, and Forbes. They are producing high-quality designs that are on par with their foreign counterparts.
4. Promoting Local Fashion Internationally
Many more designers are trying to enter the U.S. market and connect with international buyers because of the African Growth and Opportunity Act. This act allows African designers to export to the United States without any duty. More and more designers are now thriving internationally as well as locally.
5. Second-hand Clothing
According to statistics, more than 80% of people in Africa wear second-hand clothing. You can take Ghana, Benin, and Kenya as the perfect example of this statistic. Second-hand clothes come to Africa from all around the world. If that didn’t happen, these clothes would go to a landfill in their counties and get discarded. By repurposing these clothes, African countries are promoting sustainability and eco-friendliness. However, some designers are against it as they feel that it goes against all the hard work that they are doing and undermines their efforts.
6. Fashion Events
Africa also has a plethora of fashion events like the Fashion Revolution week, where they promote local brands and raise awareness of these issues. People celebrate Fashion Revolution Week around 90 countries. This event highlights designers working on sustainable fashion and their journeys to increase awareness and get more people to join the bandwagon. This way, eco-friendly designers get to meet and get together with the media, activists, and consumers directly.
7. Education and Empowerment
A lot is taking place in the field of education related to sustainable fashion. Although it’s not easy, people are doing what they can. Fashion designers are trying their best to educate local and younger designers as they enter the market. They are teaching them to focus less on chasing money and more on ethics and sustainability. Brands all around Africa are ramping up their efforts to include the local talent. They are offering specialized training to locals to empower them, create more jobs, and support the local communities.
One of the most significant pollutants in the world is the fashion industry. That is why sustainable fashion is becoming more and more vital for us all. African designers have committed themselves to this cause and are making much headway in this regard.
UPCOMING TOP EVENTS!
Volta Fashion Week, Awards and Honors will be happening this year from 10th-12th February at the serene Holy Trinity Spa and Hotel in the Volta region Of Ghana. Having an array of spectacular designers from both Ghana and other parts of Africa showcasing. This year’s event is fused with a special massage package for VIP guests. Ticket cost ranges from 50 cedis for students, 100 cedis single, 150 cedis double, 1000 cedis VIP and 1500 cedis for VVIP.
The International Fashion Festival in Togo (FIMO 228) has established itself for nine years now as a benchmark fashion event that promotes the talents of designers from all over the world. Like every fashion event, FIMO 228 reflects the art in fashion and all the cultures of the countries represented by the designers present. Presently on the FIMO 228, creators, models, photographers, journalists, national and international media. But it does not stop there. Each year, FIMO228 is part of a logic of commitment to solving the problems of our society. Thus, the 10th edition of FIMO 228 has the social theme “Fashion is committed to protecting the environment” and the artistic theme “Féérie”. Now the dice for the 10th has been rolled;
All-African Leather Fair (AALF): the trade show organizing by The Ethiopian Leather Industries Association
(ELIA) from the first edition in 2008 up to 12th successfully. AALF brings together tanners, footwear and
other leather goods manufacturers, in addition of equipment and technology suppliers, chemical and
inputs suppliers, manpower training institutions, trade promotion organizations, etc from all over the
African companies and organizations are expected to constitute the largest attendance. The Fair is a
specialized one designed to promote the African leather industry and to enable it create an interface with
its partners within the continent and around the world. There is side events included occurring parallel
with the show Panel discussion, Fashion show, Fashion Zone, Leather Talent show.
Due to the Global market situation and the pandemic impact the leather sector in Ethiopia and Africa at
large heavily affected. It is expected that the upcoming AALF trade fair will play its role in motivating the
sector in market expansion, facilitating inter Africa business relation .Investment Attraction, Technology
transfer and etc… To motivate the sector The government starts school shoe and bag project under the
initiation the manufacturing sector “Let Ethiopia produce “ “ Ethiopia Tamret“ as the sector dependent
on inputs such as chemical, accessories and component supplier will be expected in wide participation.
Considering these AALF2023 will Have new components fashion show will be including some Africa
countries participations, Fashion Zone(where many designers will participating by showing the Fashion
trends) Talent show (leather products creativity, any innovation creativity in the sector ) in addition to this
Ethiopia Leather journal upgraded to Africa Leather journal (sector based studies ,research and potential facts for Africa will be published inspirational descriptive motto also included .
DIRECTION COLLECTION: OUT NOW!
Follow us on Instagram @FashionGHANA_com | Twitter: @fashionGHANA | Facebook: Fashionghana.com
To Submit stories Email: [email protected] or HashTag #FashionGHANA