Digital transformation has been accelerated by the pandemic, and fashion is just one of the industries that has been affected. Fashion designers have had to adjust fast. According to the 2020 McKinsey and Business of Fashion report, the personal luxury goods industry faces a 35 to 39 per cent contraction. Fashion designers have had to innovate in how they connect with customers. Fabricant, an Australian fashion brand, has enabled customers to create digital avatars of themselves and ‘try on’ digital clothing before purchasing. In China, designers are doing live shows on the microblogging site Weibo, allowing customers to view and shop online. In this issue of msafiri, we discover how eight of Africa’s top fashion designers – from Kenya to Ghana and South Africa – have adapted during the pandemic. Join us on a journey of discovery of impeccable talent and undeniable genius in adaptability…
SHARON WENDO | KENYA
Founder and creative director of Epica Jewellery, Sharon Wendo is one to watch in 2022. The pandemic has made her intensify her online marketing initiatives. When Nigerian award-winning singer Yemi Alade recently wore her Jameela body piece at the Earthshot London 2021 awards, she posted the photo on LinkedIn, receiving copious engagement and potential future customers. She’s also big on identifying trends that she can tap into for expanding her offering.
“There are a
