Tell Me More About African Print

We had the great pleasure of discussing 2011s African print trend with Michel Martin, host of Tell Me More, on NPR (USA National Public Radio) and Robin Givhan, a Pulitzer Prize-winning style writer.

Click here for the full transcript.

African Fashion Cannot Afford To Be Boxed Up!

We had a lovely interview with Belinda Otas, a freelance journalist with various publications including the BBC, CNN, New African, The Atlanta Post and more. Check out the interview below

2011 has seen African fashion gain prominence like never before, from Lagos to London to New York, African designers refuse to make a quiet entrance and the world is waking up to their presence. Dolapo Shobanjo is the co-founder of My Asho, a leading online retail outlet for African designs and designers. In our interview, she talks about why the industry cannot afford to be boxed up in one fabric!

Belinda: What is African fashion?

Dolapo: There is no simple definition of African fashion. There is a big misconception that it is defined by African prints or tribal themes, but that is not necessarily so. Heritage and culture will influence for sure, and it is great to see African designers using their continent for inspiration. However, I would say think of it the same way you think of French fashion and think Parisian chic or New York fashion with its trendy, Sex & the City vibe. African fashion has its own aesthetic which is typified by the African woman who is so diverse and hard to define. Strong and Amazonian yet submissive and respectful. African fashion captures your attention. It is bold, it is colourful, it is elegant, it is international, it is art and it is interesting.

Belinda: How would you describe the current state of the global African fashion industry and do you have any idea what is it worth in monetary terms?

Dolapo: The African fashion industry is worth billions of dollars potentially. I am very sure of it. Looking at it from a supply chain perspective, we have the capacity within Africa to grow and manufacture raw materials such as cotton, design and produce clothes, and distribute them. Within Africa alone we have massive distribution prospects, and when you factor in the international markets, that number just grows even larger.  Also with the huge drive for ethical fashion, we can offer a different model than China or India. We can offer Western designers production opportunities which create jobs within Africa. Look at SUNO New York – they produce out of Kenya using SOKO Kenya – a co-op involving local artisans. More initiatives like SOKO Kenya are what we need in Africa: driving global exports whilst creating fair employment for locals. If we get this right, I have no doubt that the industry could be worth billions in a short space of time.

Belinda: We seem more comfortable wearing traditional African fabrics now than in previous years, at least, that’s what the narrative insinuates in not so many words. Was there ever a time when people were ashamed to wear African designs or clothes made with African fabrics?

Dolapo: I’m sure there are some people who were and still are ashamed to wear African prints or African designs. I can’t really speak for them. I don’t know what their reasons are – maybe they’re embarrassed and don’t want people to connect them toAfrica. I don’t know.  What I do know is what I saw growing up. People would comfortably wear traditional outfits, made from beautiful, rich African fabrics and not even just the prints which are so popular now. In London I’d go shopping with my mother, and she’d get stopped on the street so many times and complimented on her outfits. I don’t know why people would be ashamed. Wear it with pride I say!

Check out the rest of the interview here...

We Love....Clutches by Aimas!

Burgundy Leather Clutch, £50

The rich and dazzling colours of the smooth and silky leather,

the exquisiteness of the finishing and the merging of prints together,

these Aimas clutches are soooo fabulous, they have turned us into troubadors!

 So shop today on my asho and get a 10% discounter!!! 

 Use promo code "AIMAS", and we wish you a merry Christmas!!! 

Green Bow Clutch, £50

Bloom Clutch, £50

Yellow Lace Clutch, £40

Brown Leather Print Wallet, £30

Leather Bow Clutch - £25

To learn more about Aimas and view more products, please click here

Merry Christmas and Happy New year

Have a wonderful Christmas and a happy new year in advance. We have some wonderful and exciting new plans lined up especially for you for 2012 at My Asho.

Happy Holidays and see you soon!

"Vintage Love" - The Spring/Summer 2012 Collection from Jewel by Lisa

The Jewel by Lisa SS12 collection revisits the past, celebrating fashion from the Nigerian 50s and 60s. It celebrates traditional heritage and culture, but with a twist - embodying key pieces whilst reworking and reinterpreting traditional Nigerian menswear such as the Agbada, the Safari suits, and the Buba & Sokoto into designer Lisa’s idea of a modern womenswear collection. Western and traditional style meet and become one, no labels, no limits, just pure unadultrated style.

And check out E! News anchor Catt Sadler in this dress from the collection

Pieces from the Vintage Collection will be available to purchase from My Asho.com in early 2012.

Item of the Day - Folake Dress

The Folake Dress from TAN by Tiffany Amber

The Folake dress from the TAN by Tiffany Amber collection is elegance at its finest. The stunning print is lovely with an interesting bold colour palette of browns, greens and flashes of lime. Dress up this dress with heels or dress it down with ballet pumps.

The dress is figure flattering to all shapes and sizes and is available to purchase online at myasho.com

New Designer: Washington Roberts

"Fashion is about creating your own style, knowing what works for your body. Finding a few trends that you like that can be incorporated into your own style. When Women look their best so that they also feel their best."

We are pleased to introduce you to Washington Roberts, our newest designer on My Asho. Washington Roberts is a New York based Nigerian designer with an eye for elegant and contemporary pieces. He was greatly influenced at a very young age by his grandmother's skill as a talented seamstress who he cites as a constant influence.

Erika Blouse

'The Washington Roberts Collection is elegant, sophisticated, and modern, striving to make a woman feel beautiful and confident. A WR woman lives her life with impeccable taste and style'.

Sonya & Viktor Dresses

We love the wearability of the pieces which are simple, yet striking, bold yet elegant. The pieces are absolutely staples for in any women's wardrobe and we are very delighted to have Washignton Roberts on My Asho. 

So by all means, go and browse the current collection, click here.

The Weekend at the My Asho Xmas Pop-Up Boutique

The second My Asho Pop-Up Boutique has come and gone and it was great have seen all of you that braved the icy temperatures to come in to browse and buy the wonderful pieces from our extremely talented African designers. Your continued support is greatly appreciated. 

Would you like My Asho to pop up in your neighbourhood? Please let us know by completing this survey here My Asho Pop-up Survey.