Adiat Disu along with West African designer Ituen Basi, East African designer Ally Rehmtullah and Founder of Africa’s first Fair Trade Certified apparel factory Chid Liberty of Liberty & Justice spoke about challenges and opportunities related to Africa’s emerging retail culture and fashion goods during the 15th Annual Harvard Africa Business Conference.
The lecture titled “The Economics of the African Fashion Industry: Current Opportunities & Challenges” explored the African fashion industry by thoroughly examining each step of the value chain, current incentives and key considerations around local versus outsourced production to achieve cost competitiveness.
“In order for African Fashion to succeed the fabric of Africa’s manufacturing and supply chain , the thread of Marketing and Public Relations and the pattern of retail must be adapted to fit the needs of emerging designers from Africa” states Disu.
“With the motto: Luxury Brands Focused Globally, Adirée TM has focused on re-branding Africa, as a destination for luxury brands, and has taken exclusive brands from Africa and placed them on nationally esteemed and recognized platforms via placements in distinguished media outlets like CNN, Elle, Washington Post, Huffington Post, and more,” says Disu.
Through partnerships, quality productions, campaigns, and media placements Adirée is establishing the way consumers should view products from Africa (i.e. Made in Angola, Made in Zimbabwe, or Made in Nigeria). Using communication strategies such as hosting international “Africa Fashion Weeks” ignited a trend, via Adiree’s original concept of establishing and hosting African Fashion Weeks throughout fashion capitals thus birthing Africa Fashion Week New York | London | Paris | Milan | Berlin | Tokyo.
“I don’t want my designs to lose their traditional touch. I want everyone to recognize them as Ethiopian wherever they are seen. At the same time, I do my best to make them comfortable and easy so that they can suit the modern women. My greatest challenge while designing is finding this balance.” -Fikirte Addis
My favorite collection by Fikirte thus far was S/S 2010 . Fikirte took that handwoven cotton and spun suits, cocktail dresses & evening gowns in delicate, intricate detail. That collection had an answer for every occasion and showcased her versatility. I would describe the latest collection as a nice-ly done sequel to the S/S 2011 collection. View my favorite looks below.
Photo: Avoloni Studios for AFWNY
The Kibonen New York collection as shown at AFWNY 2012 showcased a colorful fusion of Ankara and Toghu geometric illustrations. Ironically it was the menswear that I found most interesting the womenswear was a bit of a bore. Below are photos of my fav looks from the collection .
Photo Credit: AFWNY
“My designs are known for being hip, chic, and funky. My clothes are designed for the fashion conscience woman & men who seeks an edgy, trendy, and yet unique look for their wardrobe.” – Mahlet Afework
Mafi by Mahlet Afework, utilizes Ethiopian hand woven fabrics combined with silk, satin, chiffon, lace to create knitwear for both men and women. The result; flowing, light-as-air fabrics that give way to sexy urban streetwear that feels as good as it looks.
Photo Credit: Avaloni Studios for AFWNY 2012
Francis Hendy’s collection as shown at AWNY encompasses his signature design style and philosophy. Hendy experimented with texture and color to create finely tailored suits and separates for both women and men. Hendy creates balances throughout the collection, introducing fun details that were head turning but never over the top..These classic looks pay homage to sophisticated elegance. View my favorite looks from the collection in the gallery below.
Adirée, the parent company and producer of Africa Fashion Week New York (AFWNY) launched a photo campaign themed “Luxury Untamed”. Luxury Untamed, features designers who have taken the initiative to showcase luxury fashion as it relates to global influences, but influences mainly from Africa.
AFWNY, a luxury multi-day event produced by Adirée, will take place at the Broad Street Ballroom on July 12th, 13th, 14th in New York City’s financial District. For more info including schedule of events please visit AWNY.com
Suakoko Betty (pronounced SWAH-ko-ko) transforms authentic West African wax and resist-dye prints into dresses and separates that are flattering and current.
“Suakoko” means place of new beginnings in Kpelle, a West African dialect and is also the name of reknown female warrior-chief in Liberia. Translation: we bring fresh, lead-don’t-follow thinking to African-inspired design.
One of my favorite collections shown at African Fashion Week New York 2011 was Suakoko Betty. It’s fun,vibrant an excellent use of the African fabrics and textures. This collection absolutely rocks!!
Love the designs? SHOP HERE
Adirée, producer of (AFWNY) showcases luxury and mass African-owned fashion brands through runway shows, exhibitions- and now videos. AFWNY includes runway shows hosting 21+ designers from various countries in Africa and those of the African Diaspora, exhibitions, and industry networking events. To find out more about the agency and upcoming events visit Adirée
On Wednesday, June 6 Adiat Disu of Adiree PR, the producers of Africa Fashion Week spoke at the United Nations 799 UN Plaza New York, NY 10017, to women delegates from various African countries within the sector subgroup of textiles and trade.
“I am humbled to have been selected to speak to and touch the lives of African Women Delegates at the United Nations today, during the African Women Entrepreneurship Program, amongst great fashion figures like Diane von Fürstenberg and many others. I am also grateful to organizations such as USAID/Origin Africa who we partner with to push and facilitate fashion-related business between Africa and the US. Many of these women have what it takes to drive their businesses internationally, let alone be the driving force behind both economies (United States and Africa). [Laughs and Sighs] Women… we tend to have that power.” Adiat Disu
Adiree, the producers of Africa Fashion Week in New York, have runway shows scheduled for July 12, 13, 14. For more information on Africa Fashion Week and designers showcasing please visit http://www.afwny.com/designers/
Adirée‘s African Fashion Week New York (AFWNY) has been described as the premiere Afropolitan fashion event. Designers, artists, & fashion enthusiasts from across the globe convene in the city’s financial district to glimpse some of the most stunning, innovative, authentically African created designs during this 3 day runway show.
In anticipation of AFWNY 2012 we invite you to enjoy video of AWNY 2011 featured designer Adama Paris. Her collection of African print concept bathing suits definitely heated things up on the runway.
At 7pm June 2nd I arrived at 128 Spring Street Molton Brown’s SOHO boutique. Guests, (the who’s who of Afropolitan chic), were greeted by the pleasant aroma of sweet exotic spices in the air, and gorgeous models adorned in stunning gowns. In between sips of fine wine the well heeled guests discussed the state of affairs of all things high fashion. This was the scene at the Adiree Molton Brown Launch event for African Fashion Week New York July 11-17th. Runway shows will be held at the Broad Street Ballroom July 14-16th.
A Preview of whats to come at African Fashion Week New York; the featured designers were Washington Roberts, BeBeGrafiti, Kachi, Fikirte Addis and others. These exclusive designs which before now were only available to the well connected were on display for all to admire. Adiat Disu was the gracious host as she maneuvered in a custom made design by Tori Famuyiwa, (former creative directive for Victoria Secret and designer for American Eagle now the Executive Style Director of African Fashion week).
Around 9pm guests were still arriving as I said my goodbyes and made my way to the exit. As I headed toward the subway my heart began to flutter at the thought of all the delights AFWNY will bring….. stay tuned!
Photo Credit: Tess Yaney for MyBennuCafe.com