Africa Fashion Guide
A social enterprise promoting sustainability within Africa's fashion and textile industry.



Fashion

November 21st, 2013

Samsung Connects the Continent through Fashion and Design at MB Fashion Week Africa 2013

End of October in Johannesburg, South Africa, Samsung brought together 14 fashion and accessory designers from across the continent in a unique design collaboration, #AmazeAfrica.

The first of its kind, the #AmazeAfrica show took place on the opening night of Mercedes Benz Fashion Week Africa on Wednesday 30 October at the Pretoria City Hall. The #AmazeAfrica platform is an initiative inspired by Samsung’s global Accelerating Discoveries and Possibilities philosophy. Designers from Cote D’Ivoire, Angola, Kenya, Ghana, Uganda and Tanzania have collaborated with equally representative accessory designers to create 28 exclusive ‘looks’ in line with Samsung’s initiative.

Presented by Samsung, the #AmazeAfrica designers participating in the collaboration included Marianne Fassler (South Africa), Quamta (South Africa), Albertus Swanepoel (South Africa/USA), Black Coffee (South Africa), LaurenceAirline (Cote D’Ivoire/France), Missibaba (South Africa), 1981 by Nana Brenu (Ghana/Italy), Adele Dejak (Uganda/Kenya), Projecto Mental (Angola), Rift Valley Leather (Kenya), Taibo Bacar (Mozambique), Pichulik (South Africa), Loin Cloth & Ashes (Tanzania/South Africa) and Doreen Mashika (Tanzania).

Marianne-Fassler-Quamta Amaze Africa Samsung - Laurenceairline and Missibaba images Simon Deiner

Marianne-Fassler-Quamta Amaze Africa Samsung –  images Simon Deiner

Marianne-Fassler-Quamta Amaze Africa Samsung -  images Simon Deiner

Marianne-Fassler-Quamta Amaze Africa Samsung – images Simon Deiner

Marianne-Fassler-Quamta Amaze Africa Samsung -

Marianne-Fassler-Quamta Amaze Africa Samsung – images Simon Deiner

Adele Dejak Amaze Africa Samsung -  images Simon Deiner

Adele Dejak Amaze Africa Samsung –
images Simon Deiner

Adele Dejak Amaze Africa Samsung -  images Simon Deiner

Adele Dejak Amaze Africa Samsung –
images Simon Deiner

Adele Dejak Amaze Africa Samsung -  images Simon Deiner

Adele Dejak Amaze Africa Samsung –
images Simon Deiner

1310_MBFWA__DR_3557_Samsung_w580_h386

Adele Dejak Amaze Africa Samsung –
images Simon Deiner

Adele Dejak Amaze Africa Samsung -  images Simon Deiner

Adele Dejak Amaze Africa Samsung –
images Simon Deiner

Inspired by technology, the designers have worked together to create a collaborative aesthetic that will came to life in four exclusive looks. Following the show, the garments and accessories were on display in a specially curated gallery space.  Notebook bags, note covers and pouches for Samsung’s Galaxy Note 3 & Gear complimented by the Note 10.1, Note 8 and S4 Zoom are all a part of the limited edition premium hand-crafted range.

“Just as Samsung connects the continent through technology, it now has the opportunity to create a conversation through fashion,” says Mr Thabiet Allie, Head of Content and Services for Samsung Electronics Africa. “There is real luxury in creating something unique for Africa. Especially limited-edition, hand-crafted accessories that compliment Samsung technology in the ‘real world’ as much as tailor-made content complements it in the digital world. In some cases the accessories become as much the ‘must-have’ item as the product itself: it is the first layer, the window that opens, a casing that protects a deeper, ingenious Samsung world.”

Samsung has a growing global relationship with fashion. Recent collaborations include a limited-edition crowd-sourced designed handbag by Alexander Wang (NY), and accessory designs by Moschino (Milan), Nicholas Kirkwood (London) and the Korean label, Kuho womenswear.

Amaze Africa Samsung - Laurenceairline and Missibaba

Amaze Africa Samsung – Laurenceairline and Missibaba

The #AmazeAfrica designers were asked to consider the future of Africa’s unique journey. Each designer was given a brief with roots in nature – inspiration is drawn from the different genus found in the Ditsong Museum (originally South Africa’s first mint), located across the road from Pretoria City Hall in Tswane, where the show was hosted.

Pointing out Samsung’s growing relationship with fashion, Thabiet Allie, adds the technology giant “now has the opportunity to create a conversation through fashion.”

WWD tells us in an article (read their full report here) that  this conversation through fashion brought together interesting collaborations but that not all went to plan. Such as New York-based milliner Albertus Swanepoel who was all set to work with Duro Olowu, “which would have been fantastic,” until the London-based designer apparently pulled out. Swanepoel was nevertheless pleased to work with South African designer Jacques van der Watt of Black Coffee. Katherine-Mary Pichulik, an up-and-coming accessories designer, was paired with Bacar. “Basically, we were given the challenge of creating an accessory or holder for the notebook. I’ve done a range of four different pieces, each one inspired by the cycad, a plant indigenous to Africa. So we looked at the texture, the color, the material, the line…and Taibo incorporated that into elegant dresses, while I worked on the production of accessories to go with that,” said Swanepoel.

They add that Laurence Chauvin-Buthaud, who is based in her native Ivory Coast and France, designs the men’s wear line LaurenceAirline was paired with Cape Town-based accessories label Missibaba, whose signature is hand-worked leather. Chauvin-Buthaud’s men’s wear, which she says does well in Copenhagen and Sweden, has been lauded for its crisp, clean lines, and clever use of tribal African prints as geometric detail.

“I am between Africa and Europe,” she said, “but my roots are always here. In terms of my design, I always do the connection between my African roots and something of the future, of France. Like I am a mix, I do a mix.”

For the AmazeAfrica showcase, the pair were assigned herpetology as inspiration, and “it was a very good match, turtles and snakes,” said Chloe Townsend of Missibaba, who sent down laptop sleeves in woven leather to complement the LaurenceAirline men’s wear. “It took ages to do, as it involved quite precise cutting and hand-scaling all the edges to get the effects we wanted.”

Amaze Africa Samsung - Laurenceairline and Missibaba

Amaze Africa Samsung – Laurenceairline and Missibaba

Amaze Africa Samsung - Laurenceairline and Missibaba

Amaze Africa Samsung – Laurenceairline and Missibaba

Amaze Africa Samsung - Laurenceairline and Missibaba

Amaze Africa Samsung – Laurenceairline and Missibaba

Amaze Africa Samsung - Laurenceairline and Missibaba

Amaze Africa Samsung – Laurenceairline and Missibaba

But we are excited about the collaboration between Mercedes Benz Fashion Week Africa Fashion Awards winner for Emerging Designer of the Year, Tanzanian-born and South Africa-based Anisa Mpungwe of Loin Cloth and Ashes who teamed up with fellow Tanzanian designer Doreen Mashika of Tanzania. Inspired by was bees, wasps and ants they used fabrics including silk like textures to give sheen and texture to resemble a bee’s wings, for instance. Overall a great project by Samsung who is proud to showcase the unique and creative fashion design talent on the African Continent.

_________________________________________________________________________

About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in consumer electronics and the core components that go into them. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, medical devices, semiconductors and LED solutions. We employ 227,000 people across 75 countries with annual sales exceeding US$143 billion. Our goal is opening new possibilities for people everywhere. To discover more, please visit www.samsung.com

About #AmazeAfrica

#AmazeAfrica is a Samsung initiative contributing to the next level of creative development on the African continent. The vision is to build a new African design aesthetic by providing a platform for cross-continent conversation that connects African designers through artistic collaborations.  This is in line with Samsung’s global positioning of Accelerating Discoveries & Possibilities. #AmazeAfrica is a premium platform to showcase Africa’s immense creative fashion and design talent in line with Samsung’s growing global relationship with fashion.







Advertisement
 
 

 

Black Thread Runs Deep at this New Swedish Exhibition!

When Lotta from Just Africa mentioned about an upcoming exhibition to be held in Sweden that she would be involved in I couldn’t wait to hear more! The exhibition entitled Black Thread, along with the French Institute in ...
by africafashionguide
0

 
 

So why is GHANA a great place for production right now?

Lesson 1 – G IS FOR G-REAT VISIONWelcome again to our newsletter series on Ghana sourcing!This is week one and for three more weeks I will be sending to those on my email weekly to highlight the opportunity of Ghana to ...
by africafashionguide
0

 
 

Laduma does it again! – Maxhosa Africa showcased another amazing collection for NYFW​​

One of my favourite PEOPLE, if not just designers, is South African Laduma Ngxokolo. Having watched his journey in business, design and excellence I continue to stand in awe of his work. So seeing him present yet another amazin...
by africafashionguide
0

 




One Comment


  1. Girum Abera

    Hello sir/Madam Greetings!

    I am Girum Writing from Ethiopia. Happy to know on the Business of Textile fashion and Design. after A Month there is The FIRST INTERNATIONAL HAND WOVEN Textile Design and Fashion Festival In which all the international Fashion Industries and local designers participate. We believe it will be the most amazing and fruitful festival for all of you.

    We are promoting the festival aggressively in all medias If you are interested please contact me I will give you more detail about the festival.

    Girum Abera
    abera_girum@yahoo.com
    Phone:- 251913926523



Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.