Where were you on the 9th of August 2014? Well if you were not at the Africa Fashion Week London (AFWL), then you were most certainly in the wrong place. With its 4th consecutive year running this year, AFWL took place at the well known Olympia London location. The two days event was nothing short of success and professionalism to the fullest.
Created by Ronke Ademiluyi back in 2011, it initially had some what near to 4,000 visitors, to date it is now reported to have around 25,000, how remarkable! As remarkable as it may seem, it does not come as a surprise. Many of us associate fashion with what is in the latest Vogue issue, or what our favourite celebs are wearing etc, but how many of us take the time to look beyond the clothes themselves and explore the culture behind them? Be it American, Jamaican, African, you name it.
AFWL does exactly that, as you watch, study and are entertained by the attractive models strutting down the wide white catwalk in various fabulous designs, AFWL has the ability to enable you to not only acknowledge and appreciate fashion but it also takes you on a journey to recognise the cultural inspiration by these extremely talented designers. I consider this to be amazing, when one has the talent to combine culture and fashion – it is a beautiful sight to behold. AFWL sets a platform for established and up and coming designers to do just this. With the show being the biggest African event of its kind in Europe, I deem this to be a credible platform for designers to showcase their designs and wow not only those in the audience but those at home.
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The event kicked off at 1pm sharp and did so with a bang. As the models began to strut down the catwalk to the African themed music, the name of the designer of the clothes that the models were wearing at that time were placed on a plasma at the front of the catwalk. At the end of each collection the designer would also take to the catwalk with one of the models. This particular way of allowing the audience to see who the designer is works best, it is so often that the designer has the mike and continues to speak far longer than necessary. This does not only cause the show to delay, but the audience tends to get restless. African clothes are best known for their outstanding, colourful and lavish prints, otherwise known as tribal, it is what sets them apart from what we describe as the norm. African designs have their own identity, so diverse yet traditional, so bold yet sophisticated all of this was demonstrated throughout AFWL.
There was a short intermission at 3pm which allowed us all to browse at the other attractions that were taking place. As aspected many often come out in their best garments when attending a fashion show and this day was no different. It was lovely to witness the guest dressed up in traditional african attire mixed with an urban and modern twist. Some of the designers whose collections were not being modelled had set up a shop to showcase their products and what a great idea it was. From jewellery, to hair products, clothes, shoes, handbagS, make-up and so much more, we were just spoilt for choice and which lady does not like to be spoiled ay? You even had the opportunity to have your head professionally wrapped in the traditional African style. Commencing back at 3pm AFWL was in full swing with the Afrobeats blaring a hyped crowed and an all round nice vibe. Those of you who had unfortunately missed AFWL had the opportunity to attend the after party where you would be rubbing shoulders with a few of the designer not to mention the beautiful models.
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What an event to remember, the amazing collections by talented designers such as T.T. Dalk, Anthi G and Adaora’s for Daviva. Great music which kept the guest feet moving, the entertainment that was kept throughout the day, not to mention the tasty food by none other than Mortal & Pestle, what more could we ask for?
Until next time AFWL!
