Around the world, very few countries have proved immune to the rise of fast fashion. Businesses based on the concept of cheaply made, "buy now, throw away later" clothing and homeware are booming, especially with the rise of online shopping.
Influenced by globalisation and media representation, traditional African textiles and heritage crafts such as handwoven fabrics, detailed beadworks and traditional dyeing methods have been marginalised, often dismissed as outdated or reserved only for ceremonial use.
The African continent, particularly West Africa, of course has a rich history of traditional textiles and heritage crafts stretching back millennia. Kente cloth, originating from the Ashanti Kingdom in Ghana, is rich in vibrant colours and patterns and was originally used only for royalty and sacred ceremonies. Korhogo cloth from Cte D'Ivoire is made by the Senufo people and features colourful images of animals, people, and geometric designs.
Countercultural revivalBut despite the global onslaught the popularity of heritage crafts is once again on the up, and is growing most quickly among a generation who grew up disconnected from traditional cultural craftsmanship in the face of increasing globalisation. What started as a countercultural revival movement is introducing traditional African crafts to a new audience on the global stage.
Amaka Osakwe is a Nigerian designer who founded her Lagos-based fashion label in 2010. A signature look for her iconic brand is the use of adire , a traditional Yoruba indigo-dyed textile the usage of which revolves around modern-day Ogun and Osun states in western Nigeria.