Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

A UNESCO report has indicated a growing demand for 'Made in Africa' fashion couture. As people are rediscovering cultural heritage through fashion to connect with their identity, values, and community, brands have the responsibility to support and amplify the work of local designers and artisans.

Founded by British-Ghanaian designer Beatrice Korlekie, the eponymous Black-owned brand pays homage to African culture through its designs. By collaborating with artisanal talent, Korlekie aims to platform craftsmanship to construct a sense of community with its audience of conscious fashion buyers.

Chanel held its 2022/23 Metiers d'Art show in Senegal, making it the French label's inaugural show in Africa. Collaborating with local talent and launching a partnership to mentor Senegalese craftspeople, the move appeals to a desire for relatable and authentic local representation.

Launched in 2021, Jendaya is opening up conversations about the underserved luxury market in Africa. Through its e-commerce platform, it’s making international labels more accessible to shoppers on the continent while shedding a much-needed spotlight on home-grown brands.