- Title: IVORY COAST: FASHION DESIGN IS A HOT INDUSTRY IN WEST AFRICA
- Date: 10th May 2002
- Summary: (SOUNDBITE) (French), MAKEDA SAYING: "Unfortunately African stylists don't yet have a high enough profile among the big designers in Europe and America but I think it's maybe a bit of our fault. Maybe it's because we're not yet organised in our country we aren't successful in selling ourselves to the outside world."
- Embargoed: 25th May 2002 13:00
- Keywords:
- Location: ABIDJAN, IVORY COAST
- Country: Ivory Coast
- Topics: Fashion,Economy,Quirky,Light / Amusing / Unusual / Quirky
- Reuters ID: LVAC3K7BVB8KA9TZ1UTNSFJDPKOO
- Story Text: Fashion design is a hot industry in West Africa. Local fashion designers in the Ivory coast are working hard to establish fashion design both at home and beyond.
This is the rite of passage for aspiring Ivorian designers. In the audience, members of Abidjan's fashion elite. They can make or break a career. Many sketch and stitch for a lifetime, but very few make it to the catwalk of the Hotel Ivoire.
Gilles Toure has done it, at the age of 28. The show has made him a household name in the boutiques of Abidjan.Those who can afford Gilles's clothes, have to wait months in advance for a fitting. He still works out of this humble studio in the suburbs. It was here that he designed this stunning wedding dress, the centrepiece of his recent collection.
"What I especially like about this dress is the amount of work in the painting. Abstract painting like this is really difficult to do on an organza dress, especially by hand", he says.
West Africa's most famous designer may be Alphadi of Niger, but Gilles Toure is sure that he is closer to the heart of Africa's fashion industry.
"The real fashion capital is Abidjan'', he says, ''Everything starts from here. Even the Senegalese girls come to Abidjan to buy their material. Abidjan's the real capital of the African fashion world."
Ivory Coast is hooked on fashion. Shops proudly displaying 'paigne', a distinctive fabric, are on almost every corner. In some parts of Africa so-called 'traditional' clothes are looked down upon - not here. Young designers are eager to contribute to such a vibrant industry. Yet tailoring, the most basic skill of them all, takes years to perfect.
Even after students at the Ofelia Institute have done their time and graduated, it will be very hard to break into the fashion scene.
Gilles is giving them a unique chance to display their work alongside his in high profile shows. Roxanne Zagouri is a trainee fashion designer who welcomes the opportunity. "I'm in the preparatory year and so normally I'd have to finish my training before getting to the hotel Ivoire. So for me it means a lot, what he's done for us is really an honour", she says.
It was this man, Patheo'O who first put Ivorian fashion on the map. Originally from Burkina Faso, he now calls Cote D'Ivoire home. Patheo'O shirts, easily recognised by their bold patterns, are even hanging in the closets of an African president or two.
Makeda is another designer that has brought fresh creativity to Abidjan. She's carved out a niche for herself by specializing in jewellery. Her real dream is to see African design get on the world stage.
Her years of experience and hard work have made her very aware of the local industry's shortcomings.
"Unfortunately African stylists don't yet have a high enough profile among the big designers in Europe and America but I think it's maybe a bit of our fault. Maybe it's because we're not yet organised in our country we aren't successful in selling ourselves to the outside world", she says.
Patheo'O etching out a space for Ivorian names on the list of Africa's fashion designers.
Gilles's youthful creativity breaking down the old barriers, then making sure that other's don't have to go it alone.
Makeda looking to have their stuff strutted beyond the horizons of Abidjan.
The West African fashion industry will need some fine adjustments before it finds the perfect fit. But with Abidjan's designers continuing to bring such exciting work from sketchbook to catwalk - it won't be long before the world gives them more than just a little respect. - Copyright Holder: REUTERS
- Copyright Notice: (c) Copyright Thomson Reuters 2013. Open For Restrictions - http://about.reuters.com/fulllegal.asp
- Usage Terms/Restrictions: None