Spring 2012 introduced us to the much talked about tribal trend, where traditional and ethnic print and pattern were referenced and made to look rather fetching on a Burberry trench and a Proenza Schouler short suit. But that was the big names’ way of bringing to the fore Afrocentric craze.
Vogue Italy, in conjunction with online shopping portal, yoox.com, have gone one step ahead and launched Discovered in Africa to bring you real African fashion from the not-so-well-known names that aren’t padded by the privileged backing of the competitive fashion industry.
Vogue Italy’s Editor-in-chief, Franca Sozzani, alongside sustainable fashion expert, Maria Spadafora have selected 10 brands to be sold at yoox.com that represent the cultural vibrancy and artisanal talent of African creativity.
Allowing you to add an original and uniquely native touch to your summer wardrobe with the help of small African brands, including Kenyan jewellery producers Le Collane di Betta and art couturier-inspired pieces from Nigerian designer Lanre Da Silva Ajayi; Discovered in Africa also features Lem Lem, the brand founded by Ethiopian model Liya Kebede.
Our top picks?…
1. Dress, £190 by Lem Lem;
2. Necklace, £148, by Le Collane Di Betta
3. Stole, £28 by Sabahar
4. Sandals, £105 by Koshie O
5. Bag, £186 by Braghette Rosse
6. Ring, £29 by Crea
7. Skirt, £35 by Kofi Ansah
Alongside the beautiful goodies from 10 different African brands, check out Liya’s Star Dream Box for yoox.com where she talks about style choices and her work…
….and don’t miss the interview with Franca Sozzani, founder and CEO of YOOX Group, Federico Marchetti and Maria Spadafora, on the Discovered in Africa initiative.
Shop the complete Discovered in Africa collection here
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