The history of fashion in Africa is thought to date as far back as 75,000 years ago, with historical findings suggesting Egyptians began cultivating flax and weaving it into linen in 5000 BC, a clear indication of the continent’s ancient fabric industry. The evolution of the global fashion industry evinces influences from a myriad of African societies and cultures, and some of the early influences can be attributed to the trading boom in the 15th century.
As shipping routes opened and trading flourished around this period, Africans began to further express their fashion through traditionally suggestive designs that saw them adorn cloths and garments with coveted items such as shells, beads and buttons. Over the years, fashion in Africa has gone through various stages of evolution, with each echoing the diversity in culture.
Today, African fashion has seen a renaissance, and more than ever, creativity and artistic originality permeate far and wide, making the continent a global powerhouse. In Nigeria, the fashion industry has grown exponentially, with designers consistently pushing the envelope of ingenuity. From collections showcasing various indigenous woven fabrics and intricate threading to brands building platforms solely dedicated to spotlighting idiosyncrasies; there’s a strong indication that industry stakeholders are committed to driving a compelling narrative for not just Nigerian fashion, but fashion in Africa at large – one of such is Idozi Collective.
As tastes continually shift and digital transformation deepens, contemporary designers require an avenue to collaborate and highlight their craft, making the need for community more crucial than ever. Since its inception, Idozi Collective, a Nigerian-based premium fashion retail brand has established itself as the leading fashion hub for African designers looking to showcase their unique craftsmanship and talents to the world. Essentially, it is committed to bridging the gap between African talents and the booming global market, making it a critical stakeholder in the progressive journey to shape the future of fashion in Africa.
With the growing popularity of African culture in the mainstream media globally, there’s been a significant uptake in its fashion. Afrobeats plays an intrinsic role in achieving this, as it heralds an impactful wave of exposure to our talents, including dancers and fashion designers vested with the hallowed responsibility of showcasing our stars in rich African splendour on almost every screen. Consequently, this drives demand, as the world continues to take note of our rich cultural heritage through art and fashion.
For a brand like Idozi Collective, this offers an opportunity to create a credible platform for African designers to showcase their talent and drive awareness for their brand, whilst creating collaborative opportunities. Its website offers visitors a unique shopping experience, where carefully curated exclusive pieces from premium brands and designers around Africa are available for shipping across up to 190 countries.
With fashion, authenticity plays a major role in creating a unique experience; something Idozi Collective heavily hinges on; hence its wide range of collections from designers dedicated to artistic integrity. Presently, its physical stores offer shoppers an immersive experience, where they get to appreciate the beauty and essence of Ethical Fashion from Africa.
In furtherance of its objective to showcase the inventiveness of African fashion, the brand hosts an annual fashion pop-up entitled ‘Karnival Africana’, where a wide range of wondrous made-in-Africa pieces are displayed, including Ankara jackets and dresses, kimonos, bubus, jogger pants, sweatshirts, among others. With its recently concluded second edition, the event is proving to be one of the most important gatherings dedicated to illustrating the resplendence of African fashion annually.
For Idozi Collective, the African narrative can be reshaped through art and fashion, and it has since dedicated its platform to promulgating the essence of our tradition by giving African designers and fashion enthusiasts alike an avenue to be a part of this fundamental change. The prevalence of social media has undeniably played a significant role in acquainting the world with African fashion, and with more brands leveraging on its ubiquity by showcasing a variety of styles, African countries are poised to be the leading hotspots of the fashion world.
The confluence of technology and community creates a world of endless possibilities – a world where people around the globe looking to connect to the heartbeat of Africa and its rich cultural heritage can purchase collections from African brands, rather than African-inspired pieces from Western brands.
The future of fashion in Africa is bright and with more stakeholders putting forward structures and platforms to highlight the indigenousness and innovation of our products, the possibilities are endless.
