By Ben Boateng
Essentially, luxury is associated with the most expensive things and costly gifts which are a preserve of the affluent in society. It’s a perception that luxury fashion is for the rich and powerful, which is real, though the concept of luxury is not entirely related to or connected with “lots of money.” In a nutshell, moderate people who don’t have enough money, may not be able to afford to buy luxury ensembles because they simply don’t have the status or the financial standing to cover costs.
The African Luxury
This is where the African luxury comes in, it’s about doing what you got to do with what you have already, wearing clothes and accessories that suit your needs and make you feel comfortable. There’s no need to worry over a desired outfit or accessory that you really can’t afford to pay, because you simply have an idea of what you want, and you do whatever it takes to get it. Which means, you’re quite intentional and make plans that are futuristic as well.
Here in this case, you can craft your budget with a certain level of control, predetermination and actuality. In that way, you get to notice the difference that exists between your rough estimates and actual price levels on the market and be able to settle it. When that happens, you can control your spending sprees and save enough to manage your expectations.
What it Means to Redefine Luxury from an African Perspective
Redefining luxury from an African perspective means promoting visibility for African fashion designers to carve out a niche for themselves, and enhance the recognition of affordable luxury brands. This is an opportunity for the designers to create value and “offer high-quality, stylish clothing and accessories at a more accessible price point,” so we highlight on affordable luxury, which is the ensembles are on point, and you can also afford to pay for it. ”
Which in turn leads to sustainability and healthy ethical practices. Sustainable fashion is needed everywhere you go, it allows designers to make clothing and accessories that are environmentally friendly, and with the staff brought up, under good working conditions.
Fashion and Design Summit Ghana 2025
In April this year, a stunning fashion summit dubbed “Fashion and Design Summit Ghana 2025” was held at the British Council in Accra, organised by Fashion Forum Africa with Makeba Boateng as their CEO. This was in collaboration with Debonair Afrik led by Founder and Editor-in-Chief Nuel Bans. The theme was quite remarkable, it actually resonated with the audience, which was; Building the Blueprint: Structuring Ghana’s Fashion Industry for Global Success.” The event hosted a panel discussion with the likes of Claudia Lumor, CEO of Glitz Africa; Roberta Annan, the founder of the African Fashion Foundation; Oheneba Yaw Boamah of Abrantie the gentleman luxury menswear brand and a couple of others being present.
Moderated by Hillary Andoh, a savvy communication expert, the discussion revolved around “ethical fashion and sustainability.” While speaking, Abrantie as he’s popularly known; emphasised on “quality” as the hallmark for success of African fashion brands on the global stage. Quality fabrics, quality designs, with signature style and of course craftsmanship will obviously pave way for the designers to follow through and become successful.
Leveraging the Digital Platforms to Promote Brand Visibility
In this modern era, technology is fast becoming an integral part of the fashion industry, and Ghana is no exception. The media plays a major role in promoting brand visibility for clothing and accessories brands and that’s obviously carried on by leveraging the digital platforms. Designers are actually using the social space to reach out and make their luxury ensembles available to a specific niche market or audience.
Ghana’s own Christie Brown is a classic example of how to harness the digital platforms to promote visibility for their clothing and accessories brand. The Ghanaian luxury womenswear brand, which recently unveiled their Spring Summer 2025 ready-to-wear collection, has a huge reputation with an e-commerce website that makes available their new collections online at https://www.christiebrownonline.com. Actually, they’re very consistent with social media updates as well.
In essence, the SS2025 ready-to-wear collection “celebrated the woman in motion – dynamic, determined and endlessly evolving. Inspired by the spirit of sportsmanship and the rhythm of movement, the SS2025 GO collection is a sartorial salute to her unwavering drive to show up, step forward and get it done. From vented shift dresses to utility-inspired accents like bungee cords and sports tape, this collection is a fluid fusion of power and play. Each piece is designed to energize to take her from here to there and everywhere in between.”
She’s not waiting. She’s not watching. She’s ready to GO!
Discover the SS2025 collection, titled GO here.
