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African Catwalk is a new book by award-winning photographer Per-Anders Pettersson, that takes the viewer on a journey behind the scenes of Africa’s flourishing fashion industry. African Catwalk brings together images shot in 16 countries over a 7  year period, and captures a side to the fashion industry rarely seen by the audience. From the birds-eye view of models parading down a sleek catwalk under the glare of bright lights to the unguarded moments of models waiting their turn African Catwalk documents the details that are making the Africa’s diverse fashion industry one of the most exciting around.

 

Through Pettersson’s lens we get get to see an increasingly sophisticated industry whose colourful inventiveness is challenging the negative stereotypes about Africa that are all too often relayed in global media. The Africa we see in Pettersson’s images is vibrant, resilient, unconventional and creative. In addition to the glossy images, African Catwalk also features essays by Simone Cipriani, Head of the Ethical Fashion Initiative of the International Trade Centre and Italian/Haitian fashion designer Stella Jean to name but two.

 

“An African designer is similar to an artist, insofar as he or she smells the wind that blows among the trees of society. African fashion tells the story of society: its positivity, creativity and capacity to do a great deal with scarce resources.” – Simone Cipriani

 

The absence of written essays by a designer from the continent only serves to gives greater significance to the visuals, bringing forth the diverse personalities in creative expression -and like many celebrated international designers- the lengths they will go to present the vision for their collections.

 

 

 

African Catwalk is published by Keher Verlag, and can be purchased on Amazon.

 

Additional details:

For further information about African Catwalk visit: www.africancatwalk.com

 

[image credits: The images shown belong to Per-Anders Pettersson. If downloaded and used elsewhere, please credit accordingly.]

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  • Eight years ago I started a blog as a place to document the interesting things I was discovering with regards to the design and creativity emerging from Africa. From the moment I created my first blog post little did I know where the journey would take me. Fast-forward to present day I have not only been privileged to witness the development of an industry, but to also have an active role in creating awareness about it.

On this journey, I have seen Africa’s design industry grow from a handful of names from a handful countries to a continent wide-reach. Some names that were just starting out have become internationally respected leaders in their field, whilst behind them, a new generation of names are coming up and claiming their place in the industry.

To say that it is an exciting time for African design and creativity would be a gross understatement! We are in a time of rapid advancement and unbridled creative expression, that is setting the foundations and standards for future generations to build on. And like many other emerging industries in Africa, creativity is opening up opportunities to those who are willing to seize them. And seizing them designers are!

And as Atelier Fifty Five begins a new chapter it is an opportunity for me to renew my commitment to supporting the development of the African design industry and helping those I work with and write about, and work with to fulfill their potential for creating world-class brands. 
I invite you to visit our website to discover more. [Link in bio]

Tapiwa, Founder Atelier Fifty Five
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  • Colourful basketry, soulful sculpture and an elegant candle make a nice placeholder we think, as we prepare to usher in a new chapter of the Atelier Fifty Five journey. [📷 credit: @atelierfiftyfive]
  • Gifted hands. A glimpse behind the scenes of Kaross a South African based embroidery initiative, whose artisans transform furnishings into works of art. [📷 credit: Kaross]
  • Tools of the trade, a hand carved printing block stamp by textile designer @juliekouamo whose evocative designs tell the stories of cultures past and present. Julie's textiles feature richly layered patterns, textures and printed pictures that come together to create vibrant collages. [📷 credit: @tapiwamatsinde]
  • Fishermen's boats, a familiar sight along the Senegalese coast line. [📷 credit: @tapiwamatsinde]

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