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1、Discover the African Fashion Scene25.05.2021Oladimeji OdunsiAgenda1.Africas Fashion Capitals2.The New Vanguard3.A Work in Progress4.New Names5.Artistic Direction6.Luxury E-tailers7.Influential Faces8.Trend InsightsOladimeji OdunsiAfricas Fashion Capitals“Too many people think that African fashion co
2、mes down to wax,I aspire to show the plurality and richness of African textile know-how,while crediting their origin,in a process of sharing.Africas great misfortune is that we sell off its heritage.”Imane Ayissi,founder of the eponymous couture maisonJohannesburg,S.A.Lagos,NigeriaDakar,SenegalTop C
3、ities The New Kenneth IzeVanguard1.Ahluwalia2.Lukhanyo Mdingi3.Sindiso Khumalo123A Work inOmoyemi AkereleProgress“The continent is vast with human resources,we have values,we have skills thats been passed down from generation to generation(.)So the vision is to be able to tap into that pool of creat
4、ivity,tap into that pool of network to be able to create beautiful garments that have history,meaning but most importantly that creatively and economically benefit hundreds of thousands of people across the value chain.”New NamesRich MnisiSouth Africa-2015Rich MNISIMP:485Youthful,Contemporary,Colorf
5、ulMmusoMaxwellSouth Africa-2017Maxwell BOKO&Mmuso POTSANEMP:320Tailoring,Modernity,Practicality,Ethical Fashion New NamesAcielle/Style du MondeHanifaCongo,USA based-2012Anifa MVUEMBAMP:190Curve-hugging,Knitwear,3D animated showsNew NamesAhluwaliaNigeria-India,UK based-2018Priya AHLUWALIAMP:290Upcycl
6、ing,Patchwork,HeritageNew NamesOhlooIvory Coast-2018Kader DIABYMP:95Neutrals,Poetry,TravelNew NamesNigeria-2014Adeju THOMPSONMP:n/dGender Neutral,Craftsmanship,LongevityNew NamesLagos Space ProgrammeLejenkeKusi Kubi for Gucci x ManjuIbrahim KamaraPrince Gyasi for Madame FigaroIbrahim KamaraStephen T
7、ayoArt DirectionIndustrie AfricaThe FolkloreJendayaLuxury E-tailers Adesua EtomiBurna Boyivaany.hJackie AnaKefilwe MaboteChimamanda Ngozi AdichieInfluential FacesHow do we build our trend analysis?Methodology of our trend analysisAnalysis scope:The selection of trends is based on the curation of var
8、ious brand from Panafrican designers.Data source:Instagram posts in Europe.We analyzed millions of Instagram images to capture the dynamics of trends in the European market.We chose this market,because we have yet to build exhaustive panels for different African countries,plus this allows to see the
9、 potential of those trends from African designers in Europe.Analysis period:Forecast for Spring 2022 compared to Spring 2021Technology used:Heuritechs proprietary image recognition technology which recognizes thousands of products and trends in imagesConsumer Segmentation Most representative consume
10、r segment,to understand what kind of consumers this trend is most appealing to,among our 3 panels EDGY,TRENDY&MAINSTREAMGrowth rate:Compares the evolution of the visibility of the trend in Spring 21with what we forecast for Spring 22Heuritech Metrics guideTrend Cluster:characterizes the status of th
11、e trend for a given season,based on its growth and magnitude metrics.There are 6 clusters:FASHION BET Very visible trend with growing dynamics to bet onBOLD BET Less visible trend with growing dynamics on which you can can bet on taking higher riskMagnitude:Evaluates the forecasted visibility of the
12、 trend on social images on the season of interest,and therefore its level of potential market demand,on 5 levels:MICRO;SMALL;MEDIUM;BIG;MASSIVESAFE BET High magnitude trend with stable dynamics to safely bet onSTEADY Low magnitude trend with stable dynamics that wont make any fuss LAST CALL High mag
13、nitude trend with decreasing dynamics that have still a business potentialMARK DOWN One shot trend which wont be carried over as they are decreasing and of low magnitude How do we build a trend diagnosis?We monitor the trends visibility ie the volume of posts in which our AI technology detected the
14、trend.324Shades5672.Imane Ayissi3.Olooh4.Pepper Row5.Studio 1896.Kiko Romeo7.Mazelle Studio1.Thebe Magugu1%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation EDGYSafe Bet for Women1%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation EDGYSafe Bet for Men1324Stripes5672.Imane Ayissi3.Ken
15、neth Ize4.Maxivive5.Pepper Row6.Yetseday7.Kenneth Ize1.Kente Gentlemen1%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation MAINSTREAM,TRENDY&EDGYSafe Bet for Women-2%In Spring 22 vs.last yearFLATMagnitude BIGSegmentation MAINSTREAM,TRENDY&EDGYSafe Bet for Men1KenteThe kings fabric1.Studio 892
16、.Imane Ayissi3.AkomaLouis Vuitton123324Orange5672.Hanifa3.Ahluwalia4.Orange Culture5.Gravalot6.Adama Paris7.Bloke1.Casablanca-5%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation MAINSTREAM,TRENDY&EDGYSafe Bet for Women-3%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation MAINSTREAMSaf
17、e Bet for Men1324Green5672.Elora3.Kenneth Ize4.Duro Olowu5.Thabo Kopele6.Emmy Kasbit7.Andrea Iyamah1.Rich Mnisi1%In Spring 22 vs.last yearFLATMagnitude MASSIVESegmentation MAINSTREAM,TRENDY&EDGYSafe Bet for Women1%In Spring 22 vs.last yearFLATMagnitude MASSIVESegmentation TRENDY&EDGYSafe Bet for Men
18、11.Lagos Space Programme2.Banke Kuku3.Studio 189GuerasfatimIndigoShades of blue123324See Through5672.Maison ArtC3.Pepper Row4.Fruch5.Orange Culture6.Viviers Studio7.Connade1.Imane Ayissi-2%In Spring 22 vs.last yearFLATMagnitude BIGSegmentation TRENDYSafe Bet for Women1324Satin5672.Orange Culture3.Ge
19、rt-Johan Coetzee4.Chimmy&Co5.Hanifa6.Maxivive7.Elora1.Imane Ayissi +4%In Spring 22 vs.last yearFLATMagnitude MEDIUMSegmentation EDGYSafe Bet for Women1121.Imane Ayissi2.Kenneth Ize3.Thebe MaguguLukhanyo Mdingi3Fringe Adding dramaMmuso Maxwell123TailoringNot your average suit1.Chimmy&Co2.Lukhanyo Mdi
20、ngi3.Emmy Kasbit1.Maxivive2.Lisa Folawiyo3.AhluwaliaGuerasfatim123PatchworkMix&Match1.Tongoro2.Tzar Studios3.Tiffany AmberDaily Paper123BoubouComfort and traditionKey Takeaways1.Africa is a land of opportunities for the fashion and luxury markets.2.The narration of the African fashion cannot be done
21、 without African creatives-people no longer hesitate to call out a brand for cultural appropriation.3.Whatever your positioning is,they are some major e-commerce platforms available,but be sure to carefully examine the regional market you want to tackle.4.Most trends are considered safe bets on the
22、European market,and if they are stylized in a different way,those designers could be interesting to bet on.GuerasfatimMore trends are available for our clients,please get in touch at You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletterActually we didnt tell you everythingOladimeji Odunsi