ASOS AFRICA is launching their thirteenth collection and brought in the Queen of the African textile scene, London based designer, Christine Mhando,to collaborate in some African fabulousness.
ASOS AFRICA is an initiative founded in 2010 and driven by the ASOS Foundation. The Foundation is currently supporting UK based and overseas community activities in Kenya and India. ASOS AFRICA is made in Kenya. The brand started Project Pipeline in 2012, to provide water, secondary education, and training to improve the lives of those living in these rural communities around SOKO’s factory (where ASOS AFRICA is made). The purpose of ASOS AFRICA is not only to have us all looking fly, but also to underprivileged African communities develop and establish sustainable local businesses. SOKO Kenya define themselves as,
“A clothing production workshop for the export market that aims to create sustainable, fair employment and offer training and skills to some of Kenya’s poorest people.” ~ SOKO
SOKO x ASOS AFRICA x dope fashion designers, like Christine Mhando, have collaborated to celebrate the juxtaposition of East African culture and the Western world. In fact, Michelle Obama is a huge fan of ASOS AFRICA. She wore a top from the collection during her visit to the continent in 2011 while doing humanitarian work in South Africa.
She also donned ASOS AFRICA again for an editorial in O Magazine featuring her, POTUS, and Mama Oprah herself back in 2012 celebration their Presidential campaign win.
The latest collection, designed by Mhando created a collection of six African inspired prints across 18 styles. Mhando is a driver of introducing African inspired wear to the Western world, leaning heavily on her Tanzanian culture. This talented designer and stylist launched her own line, Chichia (her childhood nickname), in 2007. Her designs have been featured in Vogue Italia and even Beyonce on her Mrs. Carter world tour.
This London based designer gained experience working for womenswear brands and suppliers for the high-street Mecca. Her collection for SS16 ASOS AFRICA is dope. Leaning on some 70’s style and Tanzanian prints, this collection will give you funky pattern fever.
I love this collection because it’s so wearable whether you are heading into the office or to brunch! This tunic below is only $55 and would look great paired with some cigarette pants for the office!
Who wouldn’t want to wear this playsuit to a boozy brunch with the girls and then an afternoon touring a museum? People will wonder who is the real art!
With all of the cultural appropriation in the fashion industry, brands need to look at ASOS as an example of a retailer that got it right. ASOS has done a tactful and tasteful job of celebrating African fashion and it’s influence on Western culture. The brand is ensuring that the people are sustained, the culture is properly represented, partnering with people of African culture and creating collections that are on fleek!
ASOS AFRICA Gains Tanzanian Inspiration Through Chichia was originally published on hellobeautiful.com