African fashion finds value in unique cultural stories
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South African designer Wanda Lephoto contends that African fashion’s strength lies in its cultural knowledge and inherited craftsmanship, not just materials or manufacturing.
Lephoto believes that everyday objects, family photos, old garments, and traditional crafts, hold histories that can inspire contemporary designs and create something uniquely African that cannot be easily copied. He views design as a way to explore history and cultural codes, shaping how Africans understand themselves and are perceived by the world.
UNESCO research supports this idea, noting that African designers connect the past and present through their unique heritage and creative vision. Lephoto emphasizes the importance of recognizing the human element in clothing production, the hands and lives behind the textiles, and using these stories to shape future designs. He draws inspiration from his father’s Zulu headrest, seeing garments as objects that accumulate meaning and can be passed down through generations.
Afreximbank’s Creative Africa Nexus program prioritizes sustainability and circularity in its fashion initiatives, aligning with international demand for ethically produced goods. The program has showcased 90 designers from 32 African countries at international fashion weeks, with brands like Ghanaian label Boyedoe gaining recognition for blending contemporary design with Ghanaian heritage.
Lephoto argues that embracing personal and familial stories allows designers to create truly original work, and that this cultural specificity is a powerful competitive advantage for African fashion on the global stage.
