CREATIVE DNA AFRICA
SEVEN DESIGNERS
SEVEN COUNTRIES
LONDON FASHION WEEK
WOOOOHOOOO
Click to view digital zine
CREATIVE DNA: AFRICA
SEVEN DESIGNERS / SEVEN COUNTRIES FROM ACROSS THE AFRICAN CONTINENT
The British Council and Fashion Scout are proud to present CREATIVE DNA: AFRICA - a London Fashion Week installation, creative residency programme and digital zine!
Creative DNA: Africa, a ground breaking cultural programme, features seven leading and sustainable designers from across Sub-Saharan Africa who travelled to the UK for a London Fashion Week residency February 2023.
This British Council project in partnership with Fashion Scout, gave the opportunity for the designers to deepen connections and create new collaborations between creatives from the UK and Sub-Saharan Africa, as well as showcasing their work through an installation during LFW.
Highlighting seven innovative designers from seven countries: Ethiopia, Ghana, Kenya, Senegal, South Africa, Uganda, and Zimbabwe the programme enabled them to gain better knowledge of the UK fashion industry, create networks and introduce themselves and their work internationally. Over their week-long residency the designers had the opportunity to visit designer studios, workshops, fashion shows and retail - giving them the opportunity to expand on their networks and explore possible collaboration opportunities and business growth.
The results of this unique programme can seen in the digital zine WOOOOHOOO
ABOUT THE PROJECT
Creative DNA is a British Council programme, focused on promoting alternative and innovative approaches to the global fashion system with the ambition of demonstrating that the fashion sector in Kenya is a professional choice for young people and a valuable contributor to the creative economy.
The programme, initiated by British Council Kenya conducted work in six major areas: Research and Insight, Policy and Advocacy, Business Support, NESTA Creative Enterprise Programme, Fashion Incubator as well as #FashionFridays.
Creative DNA: Africa was born following the success of Creative DNA Kenya, demonstrated by the desire to offer a much wider support to creative fashion businesses across the continent. The installation is first of its kind, bringing designers from Ethiopia, Ghana, Kenya, Senegal, South Africa, Uganda and Zimbabwe with their opportunity to showcase their work on international fashion scene, during London Fashion Week, promoting the bustling creativity that is coming out form the continent.
The residency culminates with an installation featuring the designers work at Fashion Scout during London Fashion Week (16th – 19th February).
WOOOOHOOOO
A Unique Digital Zine Celebrating
Creativity Across The Continent & The UK
Powered by the shared goal of expanding creativity across the continent and the power of collaborations, WOOOOHOOOO documents the trailblazing intersection between UK creatives and Sub-Saharan African designers from Ethiopia, Ghana, Kenya, Senegal, South Africa, Uganda, and Zimbabwe.
The zine explores these cross-cultural interactions and celebrates the vision of a future together through the eyes and fashion of Sub-Saharan African designers.
WOOOOHOOOO represents the breath of energy of the Creative DNA: Africa programme, the creative power of the seven emerging designers and their residency during London Fashion Week.
For Fashion Scout’s founders, Billie & Martyn Roberts and their creative team it was important to capture this energy alongside the highly spirited vibrancy of London’s fashion scene.
Fikile Sokhulu : South Africa
Ekuaaddo : Ghana
Haus of Stone : Zimbabwe
IGC Fashion : Uganda
Baax Studio : Senegal
Fozia Endrias : Ethiopia
Epica Jewellery : Kenya
MEET THE TALENT
ETHIOPIA: FOZIA ENDRIAS
An ethical and sustainable casual wear brand from Addis Ababa, Fozia Endrias was established by the forces of passion, enthusiasm and the drive of creating new things out of all that exists.
The brand is known for its use of pastel and earth tone colours, patches and stripes made of recycled and upcycled materials and its structural, oversized, and kimono-based designs which create the unique aesthetics Fozia Endrias is known for.
GHANA: EKUAADDO
Ekuaaddo is an Afrocentric and pluricultural fabric company that creates ready to wear and alternative style garments and accessories. The brand finds inspiration in the infusion of Pre-Columbian, Caribbean and Ghanaian cultural elements.
With the motto “fabrics that speak”, it prides itself in bringing the past to life. Family, Heritage and Tradition are the elements which keep the brand together, ensuring that stories of the past will become the present to share with those around us.
KENYA: EPICA JEWELLERY
Founded in 2015 by Sharon Wendo, EPICA jewellery finds inspiration in African culture and contemporary fashion that prides itself on being sustainable. All the pieces, ranging from earrings to body jewellery, are handmade using raw materials that are sourced locally in Kenya.
The brand focuses on supporting women in building confidence through its edgy jewellery pieces. Union. The brand has been proven popular with local and international African celebrities and has been featured in magazines such as Harper’s Bazaar Italia, Vogue Italia, GQ South Africa and Business Daily Kenya.
SENEGAL: BAAX STUDIO
BAAX is a lifestyle, sustainable brand deeply inspired by local Senegalese craftsmanship and style. Founded by Sophie Nzinga Sy, who previously dressed A-list celebrities and is the found of the brand Sophie Zinga, created BAAX as a fashion catalyst for conversations around self-worth, human connectivity and cultural identity.
The word BAAX means “heritage” or “tradition” in Wolof.To honour the brand’s sustainability values, customers will be able to exchange Sophie Zinga pieces for BAAX while the former will be repurposed into BAAX’s sustainable line.
SOUTH AFRICA: FIKILE SOKHULU
Fikile Zamagcino Sokhulu is a South African brand whose mission is to create a womenswear brand that will elevate African fashion and adorn African women.
The aesthetics are influenced by a high standard of craftsmanship with the intention of implementing femininity and movements into the design. Featured in WWD and ColorBloc Magazine, the designer speaks of the importance of sustainability and social impact in the brand’s existence which tells a story of human connections.
UGANDA: IGC FASHION
Founded in 2017 by two Ugandan fashion designers, Kasoma Ibrahim and Katende Godfrey, IGC Fashion (Ibrahim and Godfrey’s community fashion) is a fashion and costume label from Kampala inspired by African heritage, nature and culture.
The brand sees garments as moving breathing pieces of sculpture and art which can used as a vehicle for communicating and questioning ideas about cultures.
ZIMBABWE: HAUS OF STONE
HAUS OF STONE, a Zimbabwean slow-fashion brand developed by Danayi in 2018, is influenced by the fantastical. It is home to the conscious aspirational global wanderer seeking apparel that is understated, experiential and imbued with a hint of mysticism.
The brand is driven by the need to use fashion as a vehicle to narrate contemporary Zimbabwean narratives infused with heritage and cultural nuances. The brand’s 3 pillars are built upon fostering sustainable design practices, visual storytelling and experimentation through handcrafted skills.
This Programme Is Supported By The British Council