Looking closely into the current African fashion and styling landscape, I begin to ask myself what styling means for the modern African. Also, what will it supposedly become in the next five years? Will it continue to be a mixed of colour, copied styles from Instagram celebrities, and eclectic designs based on religious interferences or will it evolve to a more structured, monochromatic, and personalised form of expression?
Ten years ago, women of colour were made to understand they could wear any colour. Many were told brighter colours would look even better on them. Thus, this would explain the decade of glorification of Ankara designs in Africa’s fashion and styling. However, with the recent revolution in makeup, women of colour have come to acknowledge differences in skin tone and skin undertone. Which means both women and men have come to accept that some colours work better in bringing out the best of them, than others.
So how do we make it work? How do we incorporate fashion and styling into Africa’s emerging self-development and female empowerment discourse?
# Personalization is fundamental to development
Different body shape require different styling. Structured designs and big volumes tend to promote some shapes and may exaggerate others. With an increasing purchasing budget for young Africans, hair to toe appearance has become the new self-expression. The quest for big brands is just the beginning of a new era in Africa’s fashion and style. However, and in apparel, young Africans see that styling an Armani, a Chloe or a Chanel handbag, with jewelleries made of ivory and Ankara designs is just not as revolutionary as we thought it would be.
In response to this new ways of incorporating Ankara into styling have emerged as part of the new street styles. Yet we must ask, is this a trend for keeps?
# A change from multicolour to monochromatic styling
Looking further into the use of colour in design and styling we see that fashion consumers have preferred the use of multicoloured garments and accessories. Still, we see room for the proliferation of monochromatic designs and styles in the continent. The modern African must back away from Ankara and multicoloured garments to a more revolutionary and smart dressing.
Also, looking into the world of Greta Constantine, the pair have elevated fashion and styling into a glorious harmony of peaceful brightness and colour for the women of colour. A vision we believe should be incorporated by Africa’s fashion designers and stylists for the women of tomorrow.
# A touch of luxury
When styling requires the use of accessories for building rapport, we envision modern and delicate jewellery designs for the everyday lifestyle. This doesn’t mean we should put aside the traditional embroideries which makes African styles so unique. We just believe that “simple is more” for women of colour across the globe.
# Quality of hand-made designs
The roles of fashion designer and stylist as career paths are still in an incubating stage in most African countries due to lack of continuous funding. However, when we look outside the continent, at the US and Canada for example, stylists are already earning money for their work.
In fact, some are continuously focused on making a name for themselves in the industry. Big events such as Emmys, the BET awards, and the Oscars have become stages, not just for political statements, but also for beauty entrepreneurs and professionals to proof their vision and creativity through styling, making appearances easier for actors, singers and celebrities.
When it comes to men apparel, we see that African designers have spent a great ton of time sketching and creating a modern and smart ‘white collar’ when incorporating designers cufflinks to the now two piece Agbada for working men. Still, quality of hand-made designs would remain key to a successful progression of creative design and styling.
Blogger’s conclusion
Men and women in the continent need to explore other areas of self-development aside politics. For several years alternative career paths such as fashion design and styling remain areas for women to discover artisan, creativity, and development.
