The Positive Influence of African Culture inside Contemporary Fashion

Africa is one of the biggest continents of the world. Over the History, from Ancient to Contemporary Society, this zone was well admired by European colonizers, as to take over it. During the Colonization, African people have never stopped sharing their National identity, by getting success and prosperity abroad.

Photography: Seun Oderinde

“First and foremost, Africa is the continent better preserving its own identity. Whereas Europe and Asia are victims of Globalization, Africa has used traditionalism inside Art, Fashion and Beauty.

Do you know that the majority of global luxury, low cost and premium cosmetics are made with African Ingredients?”

Among these, we have found at least:

• Jojoba Oil, pure and full of proteins;

• Baobab Extract;

• Oils

• Centella Asiatica (the most important medicinal ingredient for Korean Beauty Sector).

So, African nature consists of an important source of beauty for everyone. That’s a real business of billions of dollars each year!

“African Culture and Traditionalism has taken over the world. It’s really interesting to see how they are the motor of European Business inside Beauty and Fashion.

By the way, do you know that African Culture has got a great role inside Contemporary Fashion?”

Maybe, that’s a personal opinion, but there are some brands reflecting this feature.

An example?:

• Zara. Maybe, you’ll think I am crazy. If you see the colors the brand offers, you’ll understand how Basic aesthetic is a symbol of African Culture. That’s not a joke! They prefer more and more to give importance to colors and fabrics, rather than strong details.

• Loewe: I don’t know if you have ever heard of the Brand Loewe. It’s a Spanish Luxury Maison offering a particular and dynamic culture. Loewe is one of the brands that better show the positive influence of Africa inside it. The majority of Loewe models are African and they show the prestige of the brand through their identity. Not bad, true?

Africa is everywhere. We don’t know, but the continent has a great influence in Europe and Asia.

“For some people, that’s a great feature, because integration can promote a revolution of the Fashion Sector. For other people, that’s an outrage, because it destroys the traditional canons of Europe and Asia.”

Now, it’s really impossible to desert the position of Africa inside Fashion. The continent offers traditions, cultures, fabrics and styles that other counties cannot have. The support of Africa is really precious, from Green Fashion fabrics to local natural ingredients, but it will be the beginning for a new Age of Fashion and Beauty.

And you?

Have you ever heard this information?

What’s your position about African Culture?

Article By Pellecchia Giovanni