Adele Dejak, Marianne Fassler, Taibo Bacar, Loin Cloth & Ashes To Showcase At Amaze Africa Mercedes Benz Fashion Week Africa
Samsung is bringing together 14 fashion and accessory designers from across the continent in a unique design collaboration, #AmazeAfrica. The first of its kind, the #AmazeAfrica show will take place on the opening night ofMercedes Benz Fashion Week Africa on Wednesday 30 October at the Pretoria City Hall. The #AmazeAfrica platform is an initiative inspired by Samsung’s global Accelerating Discoveries and Possibilities philosophy.
Designers from Cote D’Ivoire, Angola, Kenya, Ghana, Uganda and Tanzania have collaborated with equally representative accessory designers to create 28 exclusive ‘looks’ in line with Samsung’s initiative. Presented by Samsung, the #AmazeAfrica designers participating in the collaboration include Marianne Fassler (South Africa), Quamta (South Africa), Albertus Swanepoel (South Africa/USA), Black Coffee (South Africa), LaurenceAirline (Cote D’Ivoire/France), Missibaba (South Africa), 1981 by Nana Brenu (Ghana/Italy), Adele Dejak (Uganda/Kenya), Projecto Mental (Angola), Rift Valley Leather (Kenya), Taibo Bacar (Mozambique), Pichulik (South Africa), Loin Cloth & Ashes (Tanzania/South Africa) and Doreen Mashika (Tanzania).
Nana Kweku Brenu, a Ghanaian-born designer living in Milan is the brainsbehind 1981. Born in Ghana, Nana Brenu moved to Canada at the age of 19 to attend Mcgill University. After completing a Bachelors Degree in Latin American Studies he completed the fashion design programme at Parsons School of Design in New York. While studying at Parsons he interned for Armani Exchange and John Varvatos. Following Parsons, Brenu completed the Masters program at the world renowned Istituto Marangoni in Milan Italywhere he had the opportunity to develop projects for Italian brands such as Valentino Red, GAS Jeans and Frankie Morello, just to name a few. Upon completion of his program he was hired by GianCesare Conca Studio. Brenu was in charge of developing accessories for the brands the studio designed – Mila Schon and Ports 1961 – as well as research for the upcoming collections. Under the guidance of Mr. Conca the owner of the studio, he developed and honed a strong design language.After three years at Conca studio he left to found his own label, 1981, where he currently serves at the creative director.
Inspired by technology, the designers have worked together to create a collaborative aesthetic that will come to life in four exclusive looks. Following the show, the garments and accessories will be on display in a specially curated gallery space. Notebook bags, note covers and pouches for Samsung’s Galaxy Note 3 & Gear complimented by the Note 10.1, Note 8 and S4 Zoom are all a part of the limited edition premium hand-crafted range.
“Just as Samsung connects the continent through technology, it now has the opportunity to create a conversation through fashion,” says Mr Thabiet Allie, Head of Content and Services for Samsung Electronics Africa. “There is real luxury in creating something unique for Africa. Especially limited-edition, hand-crafted accessories that compliment Samsung technology in the ‘real world’ as much as tailor-made content complements it in the digital world. In some cases the accessories become as much the ‘must-have’ item as the product itself: it is the first layer, the window that opens, a casing that protects a deeper, ingenious Samsung world.”
Samsung has a growing global relationship with fashion. Recent collaborations include a limited-edition crowd-sourced designed handbag by Alexander Wang (NY), and accessory designs by Moschino (Milan), Nicholas Kirkwood (London) and the Korean label, Kuho womenswear.
The #AmazeAfrica designers have been asked to consider the future of Africa’s unique journey. Each designer has been given a brief with roots in nature – inspiration is drawn from the different genus found in the Ditsong Museum (originally South Africa’s first mint), located across the road from Pretoria City Hall in Tswane, where the show will be hosted.