Exclusively on yoox.com
yoox.com, the leading virtual store for multi-brand fashion and design in the world, in collaboration with Vogue Italia presents a new and innovative project dedicated to the forefront of African fashion.
From May 2012 Discovered in Africa by Vogue Italy Exclusively on yoox.com offers fashion fans around the world the chance to add an original touch of exotic style and elegance to their wardrobes, just in time for summer. To celebrate the launch of Discovered in Africa by Vogue Italy Exclusively on yoox.com, Liya Kebede, Ethiopian model, actress, and founder of the brand Lem Lem, will share her fashion tips in a Star Dream Box, where the Top Model choses garments from the selection, alongside an interview where she explains her vision of African Fashion
Alongside sustainable fashion expert Marina Spadafora, Franca Sozzani selected 10 brands to represent the vanguard of African creativity. Thanks to the presence of yoox.com in over 100 countries, these products have the chance to be appreciated and purchased by fashionistas from every corner of the planet.
The selection encompasses an eclectic range of products ranging from coats and dresses through to shoes, bags and jewelry.
From the vaguely retro style of Kofi Ansah’s exclusive pieces for yoox.com, to the refined simplicity of Lem Lem - the brand founded by Ethiopian model Liya Kebede.. The Discovered in Africa collection offers something unique for every occasion: Koshie O and Braghette Rosse offer shoes and bags with a distinct tribal-chic style, while Nigerian designer Lanre Da Silva Ajayi presents elegant garments inspired by the art of the couturier.
For jewelry-lovers, two Kenyan brands La Crea and Le Collane di Betta present necklaces and bracelets inspired by the local craft traditions of western Africa. Of particular note, Ghanaian brand Global Mamas – whose products are made by a cooperative of local women using traditional fabrics. The brand has garnered recognition from the World Fair Trade Organization (WFTO) and Fair Trade Federation (FTF) - the result is a collection of dresses perfect for a relaxed summer evening.
yoox.com is proud to offer local and emerging talent meaningful support through international visibility, in the process offering an opportunity not to be missed for fashion-addicts worldwide to snap up unique and original outfits and accessories. Thanks to yoox.com and Vogue Italia, elegance born on the streets of Ghana, Kenya, Nigeria and Ethiopia will soon be winging its way to fashion capitals and cities across the globe
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