By Ugonna-Ora Owoh
We rarely pause to reflect on what it meant to run a fashion business decades ago. Before the rise of social media—and even before the internet itself—African designers relied on tangible, high-effort avenues to drive sales: showcasing collections at fashion weeks, selling through physical retail stores, and promoting through magazine spreads. Television placements, though rare, added a layer of visibility.
Then came the digital shift. Social media offered a gateway to a new kind of visibility, a faster and seemingly easier path to growth. But even with these advances, for many African designers, the fashion business remained a matter of survival. With economic instability across the continent, it became clear that success hinged on capturing new audiences—especially those beyond the traditional consumer base.
To grow, some designers reshaped their aesthetics to reflect Western, Pinterest-style sensibilities—still rooted in African ethos, but more attuned to virality. They needed reach, relevance, and the kind of buzz that would attract investors. And then, quietly but powerfully, came the influencer revolution: a digital movement that transformed the face of African fashion.
The Rise and Rise of Influencer Culture
Social media birthed a new era. It started modestly on Facebook in the late 2000s with organic campaign shoots and posts of eccentric looks. But it was Instagram that truly accelerated the shift. Here, trends took shape. Carousel posts became the standard, and influencers emerged as unofficial curators of style.
Building an online aesthetic became crucial. Through filters, presets, and carefully curated feeds, digital creators began to redefine how fashion was consumed. Names like Akin Faminu, Sarah Langa, Nicole Chikwe, Audrey Lunda, Denola Grey, and Natasha Thahane helped push this movement forward—each bringing their unique perspective and delivering elegant, intentional fashion storytelling.
YouTube introduced a bolder layer: voice-led influence. Creators styled outfits, reviewed them, and engaged their growing communities in conversations. The comment section became a space of interaction and desire—fueling interest and increasing demand.
Then came TikTok. With its playful and fast-paced content, the app introduced a fresh way to make fashion feel entertaining and accessible. Campaigns became interactive. Dance trends brought visibility. Behind-the-scenes content turned into a powerful marketing tool. TikTok gave rise to a vibrant wave of influencers who brought new life to local brands—styling and promoting African designs to both regional and global audiences. Emerging designers, once hidden behind the noise of global fashion, found themselves with a real shot at recognition.
Bringing Authenticity to the Forefront
Before influencer culture took hold, African fashion often lived in the shadow of Western trends. Though authenticity existed in the work of many designers, the belief in locally made fashion wasn’t always strong among consumers. It was as if validation had to come from international eyes before a product was seen as valuable.
That mindset is shifting. With influencers leading the charge, buying African became fashionable. A conversation emerged: could we define luxury for ourselves? Over time, confidence grew—and with it, demand. Today, African fashion is no longer a quiet industry. It is a loud, proud, and fast-growing force, resonating with consumers across the continent and the diaspora.
Fashion as an Economic Force
According to the African Development Bank (AfDB), Africa’s fashion industry is worth $15.5 billion in 2024, with projections to double to $31 billion by 2030. That estimate might even fall short.
There is undeniable global interest in African design. Whether it’s due to the influx of new designers, the deeply woven narratives in every collection, or the fact that Western fashion storytelling has grown bland—consumers, particularly in the diaspora, are turning toward home.
They seek pieces that carry meaning—garments that reflect culture, heritage, and identity. Brands like Hertunba and Kilentar are blending traditional storytelling with modern silhouettes to craft unique visual languages. And a major reason they’re gaining traction is collaborating with influencers who share, understand, and elevate their vision.
Whether the influencer is African or not, alignment with the brand’s story is key. It’s no longer just about reach—it’s about resonance.
Is Influencer Culture Still the Future of African Fashion?
Influencer marketing doesn’t look like it did ten years ago—and that’s largely due to the fast-changing nature of social media. But it still holds power.
Relatability remains a driving force in fashion sales, and brands continue to seek out influencers—regardless of follower count—who can connect with audiences authentically. More influencers are also launching their own fashion brands, hiring other creators to help them market and grow.
That said, the landscape is evolving. With AI on the rise and brands embracing new technologies to drive sales, influencer marketing will need to adapt. This doesn’t mean it’s becoming irrelevant, but like every career in fashion, it will face new challenges.
In a constantly shifting industry, adaptability is survival—and for now, influencers remain a powerful part of Africa’s fashion future.
Read the original article on Guzangs.
Comments