Date Published: May 22, 2025.
Africa Reimagined Showcases Cross-Cultural Dialogue and the Power of Sustainable Fashion.
From March 25 to 29, as part of the official AW25 Shanghai Fashion Week curatorial program, Africa Reimagined, a pivotal work stream of Development Reimagined, made its debut in China. Supported by Afreximbank, the project showcased Africa’s rich and diverse fashion landscape through two high-level panel discussions, an exhibition featuring 22 African brands, and a multi-brand fashion showcase on March 29. This initiative offered a compelling, authentic, and multifaceted vision of African design, highlighting Africa’s potential as a global leader in innovation and sustainable fashion. More than just a fashion presentation, Africa Reimagined served as a platform for cultural dialogue, artisanal craftsmanship, and forward-thinking collaboration. The event highlighted Africa’s potential as a global leader in both design and sustainable practices, also aligning with Afreximbank’s goal to drive Africa’s growth in global markets.
From left to right：Mzukisi Mbane，Awa Meite，Jessica Jane Molebatsi，Hortense Mbea，Luyang Zhang
From Philosophy to Practice: Africa’s Response to Sustainability Is Not a Trend—It’s Tradition
At two thought-provoking forums held at M SPACE, designers from South Africa, Kenya, Cameroon, Ethiopia and beyond engaged with Chinese sustainability artists to explore the themes: “The Contribution of African Brands to Sustainable Development” and “Cultural Storytelling Through African Prints and Textiles.” Designers shared insights into unique handcrafted techniques, natural materials, and intergenerational heritage from across the African continent—demonstrating that sustainability is not an imported concept, but an integral part of African lifestyles and values. Chinese contributors responded from the perspective of Eastern philosophy, drawing on ideas such as “harmony between humanity and nature.” In this shared space, sustainability became not just a practice, but a gentle worldview connecting Africa and China.
March 29 Fashion Showcase:
Africa, Worn as a Living Spirit Map at the “Vibrant Africa” multi-brand fashion showcase on March 29, nearly ten pioneering African brands presented a broad design language—spanning haute craftsmanship, everyday utility, cultural storytelling, and contemporary silhouettes.
• David Tlale, a leading name in African haute couture, unveiled a collection that continued his signature theatrical structures and precise South African craftsmanship. Rich fabrics and traditional embroidery merged into a refined narrative, asserting the global maturity of African design.
• South Africa’s Molebatsi presented a striking collection blending Hanfu inspired structures with tribal color palettes, resonating powerfully with the Chinese audience. The designer shared that the brand is actively exploring the Chinese market—“using culture as a bridge, not trend as an entry point.”
• Kenya’s KikoRomeo drew significant attention from buyers and media for its plant-dyed sustainable fabrics and modern, wearable silhouettes,
representing a new generation of African designers bridging global relevance with local roots.
• From Ethiopia, Mafi Mafi offered a minimalist aesthetic defined by natural fibers and understated design, presenting a quiet but resolute vision of African elegance—where heritage becomes seamlessly wearable.
From left to right：David Ttlale, Molebatsi, KikoRoemo, Mafi Mafi
Beyond Cultural Resonance: Real Touchpoints for China–Africa Collaboration Are Emerging. Africa Reimagined has proven to be far more than a cultural showcase—it has sparked practical connections across design, education, and market access between China and Africa. Several brands reported real-time feedback from Chinese buyers and consumers, with early discussions already underway around sourcing, co-branding, and incubation. The forums also revealed shared consensus:
• China and Africa are not only culturally aligned but also share potential for cooperation in sustainable manufacturing, artisan production, and regional brand building.
• African brands are eager to enter the rhythm of China’s consumer market, while Chinese stakeholders must better understand the depth and nuance of African design culture.
• Through industrial chain investments to create employment opportunities, facilitating Africa’s transition from resource exportation to upstream high added-value sectors stands as the long-term vision for China-Africa cooperation.
As one designer eloquently stated: “We are not ‘African-inspired.” “We are Africa. We are not emerging—we’ve always been present.”
From left to right：Anissa Mpungwe , Hannah Wanjie Ryder，Katungulu Mwendwa，Hortense Mbea
Africa Reimagined: A Starting Point for Long-Term Dialogue Spearheaded by Development Reimagined and supported by the African Export Import Bank and key Chinese partners, Africa Reimagined has opened multiple gateways for African brands entering China—from physical showcases and fashion presentations to cultural forums and trade discussions. For China’s fashion community, this initiative also offered a rare first-hand encounter with African creativity—seen not through the lens of trend, but through the power of design, story, and intention. Looking forward, Africa Reimagined will continue to develop entry pathways for African brands, and create institutionalized and systematic collaboration in sustainable production, design education, and co-brand development. Together, talents from China and Africa will participate in transforming the global fashion and creative industries, turning “reimagination” into “co-creation” in practice.
Link to all media materials: https://bit.ly/4jyksor
Media Inquiries:
Rachel.wang@helloindi.com
Ella.lu@helloindi.com
abisolaaishatadebayo@developmentreimagined.com
Trade and Collaboration Inquiries:
Please contact the Development Reimagined team
Ms. Rosie Wigmore (Global Trade and Africa Reimagined Program Manager)
rosiewigmore@developmentreimagined.com
+86 186 0082 1243
