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« Africa Now » without the Africans

In this early spring, the Galeries Lafayette celebrates the African continent by inviting artists and designers to expose in their department store. Only behind this unprecedented event is a sad reality, that of cultural appropriation.

Despite the organization of different events and parades highlighting African culture through cooking, music, dance, photography or video, we can only notice the absence of African designs by African designers. Certainly, Africa is cooking, arts, and dancing, but it is much more than that, Africa is fresh, inspired and stylish!

Where are the African creators?

Maje, Rad, Furla, Max Mara ... Among all the fashion exhibitors, only 2 are from Africa, Laurence Airline Franco-Ivorian designer and Le marché noir a Parisian concept store. A big problem when the operation is called Africa Now, and you want to put Africa in the spotlight and sell to Africans. This is obvious for some, but not for all as the Galeries Lafayette chose to proudly and with no shame represent brands which they present as the following: "On the occasion of the Africa Now operation, the brand is taking over the African culture for its capsule collection in collaboration with the Galeries Lafayette. Ethnically inspired, the collection reinterprets the codes of Afro street-art with winks to strong references such as hairdressing. In terms of patterns, the spirit of wax and khanga imposes a graphic and colorful style. The result? Colorful pieces that reveal the exoticism and happiness of Africa "(speaking of the RAD capsule collection).

Can brands that take over African culture really reveal the exoticism of Africa's happiness when for them Africa comes down to hairdressing and wax? Wouldn’t an African creator be better placed to sublimate the greatness of Africa? While African brands such as Imane Ayissi or Andrea Iyamah are buzzing today, the Galeries Lafayette preferred to favor Western brands. In view of the Africa Now operation one might wonder if Africa would not be better without the Africans. Nothing is more wrong! The Africa that I know does not need this, the Africa that I know does not need to be reinterpreted, the Africa that I know is beautiful and strong and her children are the ones who make her live. Operations such as Africa Now only want to benefit from it!

 

 

 

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