Africa Fashion Up unveils the five talents of its fourth edition

Supporting emerging designers from the African continent and offering another vision of the fashion industry are the ambitions of the Africa Fashion Up (AFUP) 2024 competition, initiated by Share Africa, a platform of actions and projects which promotes these young shoots .

After studying nearly 200 applications, the jury has just announced this season’s five winners, who were chosen for their know-how, their sustainable approach or even their originality: “Like last year, we are looking for profiles who already have a clientele, with at least two years of activity. They must be capable of producing collections in order to be ready to collaborate with brands on an international scale”, states Valérie Ka, founder of Africa Fashion. Up, before adding: “For us, these new creators have a place and a primordial role to play in changing this vision we have of young Africans. It is through the creative industry that we will give an economic dimension to Africa.”

Among the candidates, we find Mohamed Youss (Morocco), at the head of the Anouri brand, which celebrates its cultural heritage as well as Moroccan craftsmanship by working mainly from recycled fabrics such as burlap to make its unique pieces .

Gugu Peteni (South Africa), who launched his label Gugubygugu, is inspired by streetwear while soaking up South African culture. The designer offers a structured wardrobe in a vibrant color palette.

Kader Diaby (Ivory Coast), founder of the Olooh brand, uses fashion as “a loudspeaker”. He interprets the stories of his country and expresses a fascination for Abidjan culture which he transcribes in his handcrafted creations.

Rich Mnisi (South Africa) layers prints and uses eco-responsible materials such as wool or recycled silk to design his collections, which he makes directly in his country of origin.

Finally, designer Kadiata Diallo (Senegal and Mauritania), who launched her brand Niuku, offers a minimalist wardrobe, adopting a Japanese style while paying homage to African craftsmanship, notably by using traditional printing methods, all from recycled fabrics and handmade dyes.

Strengthen its presence on the French market

To increase the visibility of African fashion on the Parisian scene, this year AFUP will present the finalists’ creations during Haute Couture Week, during a fashion show to be held on June 26 in the gardens of the Musée du Quai Branly-Jacques. Chirac (7th arrondissement). The evening will end with the announcement of the “Young African Designer” prize. Two new prizes will also be awarded: the “Best African Designer” prize and the “Eco African” prize.

In the weeks that follow, the big winners will participate in a week of training in management and international business, provided by the HEC Paris business school. They will benefit from immersive visits to haute couture houses, they will attend round tables and will then be accompanied by the house of Balenciaga for four months, as part of a mentoring program.

To mark the third consecutive year of its partnership with Galeries Lafayette Paris Haussmann, from June 27 to July 3, the department store will host for the first time, on the fourth floor, a 230 square meter pop-up store offering for sale creations of young talents selected by Share Africa.