Retailers and designers looking to tap into the potential of Africa, both as producers and ultimately consumers of luxury goods should tap into our platform. AFW (in fashion capitals) concept was launched in 2010 to aid both retailers and designers in diversifying their business models, study respective markets, and strengthen their brands and product positioning in Africa and globally. 75% of our designers currently have shops in 9 Sub-Saharan countries — Angola, Benin, Cameroon, Côte d’Ivoire, Ghana, Mauritius, Nigeria, Senegal and South Africa — which serves as a rapid opportunity for brand and product partnerships. For large companies and corporations, our localized approach in hosting Africa Fashion Week in fashion capitals provides support to future expansions without the large capital investment or fear of the unknown. For designers and SMEs, it provides them access to new markets, branding opportunities, and a focused business environment to develop intentional client and partner relationships.


Africa Fashion Week is a movement founded by Adiree Communications in 2009, with the aim of contributing to luxury and mainstream fashion's global development through events, media, retail, and tourism. Our platforms aim to educate, empower, and connect inspirational brands and individuals interested in breaking down barriers and creating structure around industries for business. Our premier launch of Africa Fashion Week (AFW) in New York, attracts more than 1,500 industry insiders; and also secured the support and an official proclamation from the offices of the New York City Mayor, Michael Bloomberg, who emphasized the event would promote tourism to New York with 70% of designers coming directly from Africa, thereby further fostering a relationship between the U.S. and Africa.