11 Core Reasons Why African Fashion Is Losing Its Popularity

African fashion has historically been a way for Africans to represent their culture, for diaspora Africans to reconnect with their roots, and for Westerners to show support for Africa. However, today, many aspects of African fashion are being appropriated by Westerners and Asians. This makes it difficult to discern if one is genuinely supporting African artisans or merely engaging in the idea of supporting Africa.

In many parts of Africa, the focus is on delivering the item rather than the presentation. Many of us are privy to the fact that some items can even be bought in a black plastic bad. However these practices are not accepted worldwide. Poor packaging and lack of customer service can lead to loss of clients, as these aspects are crucial in markets outside Africa. Improving packaging and customer service is essential for retaining customers.

While African fashion is being sold online, many artisans lack the expertise to manage online platforms effectively. This disconnect often results in great presentations but subpar products, as many of those behind the platforms are even disconnected from being able to judge a good product. This is a process that often leads to customer dissatisfaction.

Fashion education in many African countries focuses on the technical skills of cutting and sewing but neglects business, branding, and manufacturing aspects. This gap leaves talented artisans without the knowledge to turn their skills into profitable businesses.

With the growth of the African economies and tourism booming, African artisans now compete not only with each other and second-hand goods but also with mainstream fast fashion and high-end brands targeting local markets. This increased competition makes it harder for local brands to thrive.

Many African celebrities prefer Western brands, believing they should be paid to wear local fashion. This preference steers their audience towards Western brands, diminishing support for local designers.

Most celebrities in Ghana only support local fashion in fields where they are unable to source from the western brands, ie. Bridal, red carpet and traditional garments. Celebrities believe they should be paid to wear local fashion. And would rather wear and flaunt western brands for free before doing so for local fashion brands if not paid to do so. This steers their audience and supporters into the same direction.

Many African influencers once played a crucial role in promoting the visibility of African fashion during its heyday. Numerous models built their online reputations by showcasing African outfits, attracting a dedicated following of fans eager to see their next look. This popularity caught the attention of potential clients in the West who were curious about African fashion and style. Consequently, Western companies sought to tap into this market by collaborating with these influencers, providing them with goods and paying them rates that African artisans couldn’t compete with. As a result, these influencers began to feel they had outgrown promoting their native fashion, shifting their focus away from supporting local designers.

Successful African designers often stray from cultural references to align with Western brands. This shift sends a message that African cultural fashion is inferior, reducing its overall admiration and popularity.

The departure from cultural roots isn’t limited to design choices. Many leading figures in the African fashion industry, including designers, models, and photographers, are seeking validation from Western platforms. Despite their primary clientele not being avid readers of Western fashion magazines like Vogue, these figures often prefer to invest their resources there rather than in homegrown media. This quest for Western approval leads many Africans to believe they have attained a higher status, prompting them to distance themselves from the local industry. For instance, models who have walked for brands like Gucci often feel too prestigious to walk on African shows. Similarly, designers who have showcased at Western fashion weeks may believe they are belittling themselves by participating in African fashion shows. This shift diverts their influence and support away from the very community that nurtured them.

African governments have the potential to boost the fashion industry but often fail to do so. Governmental support could drive prosperity and international influence but is often lacking due to various political and economic reasons.

The push for African fashion faces resistance from Western markets. The influx of second-hand goods and logistical challenges in shipping products to Western countries are just a few ways the growth of African fashion is hindered.