UNDERNEATH THE SKY

.FOR THE LOVE OF AFRICAN ART.

Meet the women influencing african fashion
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  • On: April 7, 2017

Bloggers can seriously influence the way industries think — in fashion and beyond. It’s not for nothing that famous brands, big and small, enlist the services of these bloggers like crazy. These trendspotters, on top of the latest innovations, can ramp up sales of some brands and make others better-known.

In the universe of African fashion, this phenomenon is equally well-known — but it goes beyond direct influence on transactions and sales. We must be equally aware of the influence that is not as palpable and material: bloggers are able to make their interests the flavor of the day, resulting in a globalization and democratization of African fashion (via the trend of wax print fabric).

Globalization comes about when prominent bloggers have an influence that goes beyond the framework of their country of residence. Their blogs and social networks are followed internationally by people like you and me, but also by industry professionals such as fashion journalists, stylists and some even by professional buyers.

There’s democratization because the bloggers’ takes on fashion impact very large audiences, who do not necessarily know African fashion.

It’s undeniable that African fashion, boosted by the trendiness of wax print, has had a more than positive turn in recent years. Lately, it’s been featured in top venues and even in the mainstream press. But if a craving for African prints is on the rise among celebrities and stars, don’t forget the important contribution that bloggers have made and continue to make in this evolution and the industry in general. Here is a small, non-exhaustive selection of bloggers, located all around the world who, in my opinion, are contributing to boosting this fashion.

PS: I chose bloggers who don’t specialize in wax or African fashion, but I won’t forget about all my colleagues, like Kukua from the blog African Print in Fashion or Mary from Pagnifik.

In France, Fatou N’Diaye from the blog Blackbeautybag hardly needs an introduction. Between multiple collaborations with leading brands such as L’Oreal and Kookai, Fatou also the time to ask for smaller brands such as By Natacha Baco or sophisticated, urban African online shops like Moonlook and Inyu.

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