Nevertheless, within the fashion industry, the concept of ‘African fashion’ is somewhat of a small player on a much larger stage. More interest and investment in the designs and ideals coming from the likes of London, Paris, Milan, and New York has led to others taking more of a back seat. But within Africa, fashion is thriving, and nowhere is this more true than in Ghana – a nation which strives to define its own identity within the colossal, and often brutal market that is the fashion industry. Not only does Ghana possess a rich heritage that has long since inspired local and international artisans/designers alike, but it also gains a unique edge from its textiles industry that’s rich in patterns, weaving, colours and textures, helping to lead the way for a progressive fashion industry. One woman at the forefront of this developing industry is UCA graduate Yvonne Ntiamoah, who is going to incredible lengths to push Ghana’s fashion scene to new heights. Yvonne says: “The culture and heritage of Ghana is in the contours and unconscious minds of the designers. Their interpretations of current trends always have a twist of colour and texture that is uniquely identified to the designer’s environment.” Having worked in London as a fashion designer for over 15 years, Yvonne moved back to Ghana in 2011 and is now the head of fashion at Radford University where she helps to cultivate the country’s new and emerging talent. With experience of working with the UN on their Catwalk of the World, as well as taking part in London’s Graduate Fashion Week, Yvonne gained the right industry knowledge to set up Ghana’s own Graduate Fashion Week. “The students get to express themselves by pushing creative boundaries, resulting in the most inspirational event in Ghana,” she says.
However, it’s often the perceptions from outside Africa that can be restricting for the local designers, “They’re placed in a box of ‘African Design’ that can be limiting,” Yvonne explains, “They are often accused of copying and not being true to themselves, when they explore outside these boundaries of Africa and look at other influences.” But despite this, Yvonne finds that the most rewarding part of her role is working with energetic and creative minds that have the enthusiasm to push the boundaries. “The continuous connection to the world through the web, has led to the fusion of cultures and styles, breeding a new niche for the African designers. A new twist to African culture mixed with modernity,” she explains. “But the African fashion industry is still in its infancy; it has the freedom of a non-confined industry which allows the liberty of expression. Such freedom is perhaps something that cannot be so freely enjoyed by cultures in the West due to consumerism.”
LEFT Beautiful Imperfection 2016 Collection by Steve French ABOVE Group shot with Yvonne in Radford Fashion Studio 2016
32 CREATIVE UPDATE
CREATIVE UPDATE 33