Favoured by the likes of Beyoncé and Aya Nakamura, Ivory Coast fashion is wooing the world stage, thanks in part to showcasing on social media.
News
The creators, though, have no intention of leaving Abidjan to move abroad.
Beyonce’s stylist contacted Abidjan-based Loza Maléombho after noticing her handmade creations on Instagram.
Years of back-and-forth ensued and in 2020, the US superstar wore Maléombho’s black and white print jacket, with its gold Baoule mask clasps, in her music video “Already”.
Details
Seventy million YouTube viewers saw the jacket in the clip.
“It was truly indescribable,” the 40-year-old designer told AFP.
She and other designers in Abidjan have conquered the international scene with distinctly African-inspired luxury garments.
Analysis
The bustling west African metropolis is a leading fashion hub in Africa where the industry is booming.
The continent’s expanding middle classes are broadening the customer base for its designers and e-commerce is growing.
According to UNESCO, demand for African fashion items is set to rise by 42% in the coming decade.
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