African Creative Collective, headed by award-winning fashion PR extraordinaire, Arieta Mujay, has just launched a new boutique on ASOS Marketplace – one stocked with “AUTHENTIC fashion from Africa [that] meets LONDON realness!”
With the fashion consulting agency out to aid infiltration into Africa, or exportation from within the continent, the boutique serves to take designs of African origin to the masses, explaining on the fashion e-tailer’s platform;
“It’s our aim to show African fashion in its diversity, with pieces that are trend-led, UNIQUE and fashionable at affordable prices.
From crop tops to bomber jackets, dresses to printed suits, we aim to provide pieces that will work in pre-existing wardrobes, so don’t be afraid to break things up. Go on, inject some CULTURE into your wardrobes! Happy shopping!”
ACC’s founder, Ms Mujay spoke with SPICE, explaining a little about the boutique’s product selection process, saying;
“I selected pieces based on commerciality and if I or any of my fashion friends would wear the collections. Having been in the industry for a while and working with trend forecasters, I am pretty good at determining what is fashionable [or] on-trend.
I also wanted to work with a cross-selection of international-savvy African designers, or designers who produce in Africa, as this will help promote and nurture African creativity and at the same time give something back to the continent.”
However, for designers hopeful of being sold through ACC’s ASOS boutique, the PR marvel advises that ankara need not be an essential feature, explaining;
“…You don’t have to work with ankara print – this is not a prerequisite as personally I get offeneded at the notion that African fashion is all about a print! It’s imperative that designers know who they are and who their target demographic is… then you send me your lookbook [and] if I like what I see, I will be in touch.I am also open to working with brands that want to learn from my expertise. I don’t claim to know it all but if I could be entrusted to work in senior positions in UK highstreet chains, then I do know a thing or two. I don’t want to work with tailors though – there is a huge difference.”
So what to expect from the boutique? Cool printed wears by Tanzania’s Chichia, trendy things from London-based brand, Father Duck, ankara creations from South Africa’s Babatunde, printed twosies from West African-London label Kenema and statement-makers from Nigeria’s Josh&Nicol – like this glitter-fused perspex jacket that we at SPICE all want (seen below).
And, with stock refreshed every 4-6 weeks, we predict happy shopping indeed…
Image source: Marketplace.asos.com