The term “African Fashion”

The term African fashion is becoming commonplace in the fashion industry as a result of new and fresh ideas, changed perspectives and a global mindset. African fashion is slowly but surely becoming popular culture in the couture scene. However, the problem with becoming pop culture is the possibility of losing uniqueness and breeding a sense of familiarity that in the long run dilutes exclusivity. Nevertheless, this can be prevented if right from the beginning, what makes African fashion unique and provoking is identified and preserved:

IDENTIFY…

What’s in a name? What is African fashion? Logical reasoning will dictate the splitting of the phrase into its basic form – African and fashion . At first thought, a definition seems straight forward and simple, however at second, third and maybe fourth thought, the complexities becomes apparent. The reason: everyone has their own interpretation of what African means…and please don’t get me started on the varying ideas of what fashion entails.

Once, my so-called ’African dance’ instructor had my eyes rolling in my eye sockets and me sucking at my teeth hard, after she had the nerve to illustrate something she termed ‘African jumping jacks’! Now anyone who has ever been a kid before, knows and has to some extent partaken in jumping jacks, however this most ‘knowledgeable’ instructor proceeded to display a more aggressive version of what we (the class) were usually used. After a quick demonstration and a sheepish grin, she dabbed this movement ‘African jumping jacks! Was the aggressiveness of the movement what warranted the African label? – a question that kept popping up in my mind as I followed along her very dubious African dance instructions. Apparently, I was not the only one concerned, because after class, a group of out-spoken ‘Africans’ in the class challenged the instructor on this, amongst other things… (mixing different dance forms from different regions and tribes and conveniently calling it African). You best believe that normal jumping jacks resumed being the exercise of choice for the remainder of the semester! So what’s the relevance of this story to African fashion… well in the fashion world, some designers are so quick to label a piece or concept African once it has some element of animal print or wooden undertones. Unfortunately, this in my opinion is an understatement of what African fashion really represents.

Africa in its entirety encompasses a broad range of cultures, traditions and people, so it is very challenging to pinpoint one single defining element that is all representative of Africa. The term ‘African’ must be considered as a collection and not a single entity. This can be enforced if foreign impression steer away from seeing Africa as a country but as a massive continent with great opportunity, untapped talent and endless possibilities.

With that being said,  back to the question at hand:

What is African fashion?
My definition: Any art form that evokes  the influences of the culture, traditions and people that make up the great continent and adequately translate such influences into masterpieces that can be admired and appreciated . Only a true African or someone who has experienced these cultures and traditions can boast of being the source and the creator of authentic African fashion. Not to take away from non-African designers who try to dabble in African fashion just because of their tenure or name in the fashion business. However, using a wrench, does not a plumber make! Authentic African fashion comes from those who live and breathe the culture and lifestyle and use their personal experiences to influence their skills as artists, designers and trendsetters. African fashion is in actual fact the  manifestation of African cultures into wearable art forms.

 

PRESERVE…

A p&j sandwich (peanut butter and jelly) seizes to be that when any one of the defining  ingredients (peanut butter or jam) is missing or replaced. In that same vein, African fashion seizes to be African once culture, traditions, the essence of Africa is left out of the equation. In preserving the African within fashion, we need to uphold the talents and skills of the authentic craftsman who in every bit of the term, represents what is cultural…what is traditional ..  what is African. For African fashion to remain relevant in the fashion industry, we must not discount what makes it African and unique.