In the past 100 years, African fashion designers have influenced Western fashion in terms of patterns, colors and fabrics. Their unique designs became so popular on the runway and often became the highlight of New York catwalks during Fashion Week.
During the London Arabia Art and Fashion Week, many African designers stood out by showcasing traditional garb with a western touch. The fashion event displayed wide collections designed by Albert Oiknine and Safae Ibrahimi from Morocco as well as Hanan Heidari Ben Chamekh from Tunisia. The designers wowed the guests with beautifully handmade outfits inspired by their heritage.
We now see many high-end fashion lines taking inspiration from the african Berber traditions. The Berber decorative tradition was an inspiration to Yves Saint Laurent. During the decades they spent holidaying in Morocco, Yves Saint Laurent and Pierre Bergé became captivated by the culture of the native Berber, which has inhabited North Africa for 9,000 years.
Since Yves Saint Laurent showed off his iconic 1967 "African" collection, fashion designers have repeatedly used African traditions to find inspiration for many years. Just last season Burberry and Michael Kors were among several labels that mined the continent as a source of ideas.
Today, our brand has brought the accent of African fashion with a modern touch. Our collections were carefully handmade and designed to make it look trendy and wearable for every day or for special events. At the end of the day, "What you wear is how you present yourself to the world, especially today, when human contacts are so quick. Fashion is instant language."