The biggest game changer in African fashion is...the internet

(CNN) - An increasing number of designers on the continent are morphing from small tailor businesses into recognized and respected fashion houses, thanks to the internet.


In 2014, when Beyoncé was spotted wearing a skirt and jacket from South African brand Kisua, it sold out in days. The musician's stylist had come across the brand online.

South Africa's Chulaap, and Senegal's Selly Raby Kane make up 25 African brands fronted by online platform OXOSI.

"The internet is a great leveler," says Kisua's Ghanaian founder Samuel Mensah. "The speed with which you can access markets and can generate awareness about your brand is unprecedented in the history of fashion."

    The e-commerce platform, launched in 2013, sells its own clothes and collaborates with other designers to create collections for its label. It was born out of Mensah's travels around the continent as an economist.


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    February 19, 2019

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