In recent years there have been reports indicating that Africa’s economic growth is rising. In 2007, for instance, the World Bank reported a 5.4% decade of growth that competed with global rates; the trend seems to have remained steady since most African economic statements reported positive growth in 2009. It is no surprise then that the continent’s entrepreneurs are creating economic transactions to maintain this developing trend, and next month will be no different. In the week of July 12th through July 18th, New York City will network with some of Africa’s business owners including budding and established designers at Africa Fashion Week, thanks to the incredible work of fashion producer, Adiat Disu and her team.
“It’s not just about the designers,” Disu elucidates. “We have a vendor day. It’s about promoting the economic wealth cycle that we need in Africa but not only just Africa but all Africans all over the world.”
A graduate of Bentley University, Disu admits that the formation of her company, Adirée Fashion Agency, was a result of implementing business applications she learned in school. “Adirée,” a name formed from the combination of her first name and that of her best friend’s, coincidentally is the name of a traditional Yoruba cloth, “adire.”
While in school, Disu managed and produced events; it was only a matter of time before she established a business entity.
“The overall M.O. of Adirée Fashion Agency is to promote all social responsibilities, business applications within our proposals, creations of our entities within the fashion industry,” she elaborates. “So at the end of the day, those elements that we don’t see, that we don’t think of within the fashion industry, Adirée Fashion Agency’s goal is to bring [them] to fruition.”
From year to year, she states, the company launches a different focus. “This year it just happens to be the time of Africa, the renaissance that’s happening right now. And it just so happens to be that we fell into time.”
Today, Africa’s presence is inescapable on the runway. From Angela Knowles’ BARÜCH collection to Anna McCraney’s line, it is apparent that Africa is discovering its footing in the industry.
Disu elaborates on Africa’s future on the runway: “I see it in the future as I see it in the present and as I’ve seen it in the past, continuously penetrating the market. I see it continuously being profound. People being able to wear their head wraps out grocery shopping versus just to church. People constantly using it and not just considering African designs as costumes but really really embracing it and wearing it on an everyday level.”
Africa Fashion Week, New York, as narrated by Disu, was created after she learned of the limited time allotted to designers at the Mercedes Benz Fashion Week. After some research, Disu concluded that Africans needed a longer platform to showcase their designs and this led to the inception of the highly anticipated event beginning July 12th in NYC. With a hardworking team by her side, they are now ready to present something different from what has previously been done.
“I’m not going to say it’s been the easiest thing,” she laughs out loud. “But I would say that after watching Fela!, what I realized is that what you’re doing is impacting so many people on different levels and that it’s not just about fashion, it’s not just about entertainment, it’s about hope and being able to create this hope that translates into reality.”
And as the world gravitates toward African fashion, it is only a matter of time before its numerous business offerings follow suit. The moment is now, and Disu puts it best when she says:
“It’s now time for the fashion industry, especially within the African Diaspora to be by us, sold by us, bought by us as well. Support the designers that are designing it. If you can support Diane von Furstenberg, you can support someone like Korto Momolu.”