From Paris to the world: African fashion makes its presence felt at Galeries Lafayette

Written by: Mohammed Omran

It no longer African fashion More than just an inspiration for global fashion houses, it has become an integrated industry that is strongly asserting its presence on the international scene. In a move that reflects this remarkable transformation, Galeries Lafayette Haussmann in Paris is hosting the «Africa Now» initiative, which highlights a new generation of African designers and creators, and confirms that the African continent has become an influential player in the global creative economy, benefiting from a unique blend that combines cultural authenticity and contemporary vision.

Previously, African designers faced difficulties in accessing major international fashion platforms, but this reality is gradually changing. In Paris, Galeries Lafayette Haussmann has been hosting a new edition of the «Africa Now» exhibition since June, a space dedicated to contemporary African creativity. This initiative is led by «Africa Fashion Up», «Studio Ka», and «Adama Paris», along with a number of partners supporting the promotion of African fashion.

This event is part of a broader movement in the sector; in 2025, the first pop-up store gave a number of African brands the opportunity to appear inside the famous Parisian store, and the initiative was renewed in 2026 with the participation of a larger group of designers coming from various African countries, reflecting the growing interest of the luxury and ready-to-wear fashion sectors in talents coming from the continent.

Besides the appearance... a promising economic opportunity

The importance of these initiatives extends beyond simply boosting the media presence of African designers; it also has significant economic implications. According to the United Nations Educational, Scientific and Cultural Organization (UNESCO), Africa's exports of textiles, clothing, and footwear to markets outside the continent amount to approximately $15.5 billion annually, making this sector one of the most prominent creative fields capable of supporting the diversification of African economies.

Kanayo Awani, Executive Vice President of Intra-African Trade and Export Development at the African Export-Import Bank, believes that showcasing the work of African designers at Galeries Lafayette goes beyond simply achieving media exposure, as it primarily aims to facilitate their access to global markets and make their products available to international consumers.

She said: "We believe that the continent's vast reservoir of creative talent represents a real opportunity to accelerate Africa's economic transformation.".

This strategy relies particularly on the CANEX initiative of the Creative Association of Africa, launched by the African Export-Import Bank (Afreximbank) to support the creative industries on the continent. The bank views these sectors as growth engines capable of creating jobs, increasing exports, and enhancing the economic value of African cultural heritage.

Meeting the growing demand for authentic creativity

For Galeries Lafayette, the goal is also to respond to growing consumer demand for original designs that reflect distinct cultural identities. The presence of African brands within one of France's most prominent department stores reflects a significant shift in the global perception of African fashion.

More than just a business venture, the «Africa Now» project symbolizes the rise of a more prominent and ambitious African creative industry, increasingly linked to global networks and markets. This development confirms that African fashion is no longer just a source of inspiration for designers around the world, but has become an integrated economic sector with the potential for growth and influence on the international stage.