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 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.
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.”
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
