In the high-stakes world of fashion and luxury, collaborations have become the new gold standard.
Loewe x Hennessy just proved that the right partnership can birth a collector’s dream—so why aren’t more African fashion brands securing these deals?
Let’s talk strategy. African fashion is a cultural force, but power moves in collaborations aren’t happening at the scale they should. It’s not about access—it’s about approach. Brands need to start thinking beyond the runway and into industries that align with their ethos. The blueprint? High-profile partnerships with industry giants to create limited-edition collections that capture global attention.
A Match Waiting to Happen
The latest buzz, Spanish fashion house Loewe recently teamed up with luxury cognac brand Hennessy to create a limited-edition decanter for Hennessy Paradis. As part of the LVMH conglomerate, this collaboration merges craftsmanship, heritage, and innovation. The result? A striking decanter inspired by a chestnut burr, housed in a meticulously handcrafted leather encasement—an embodiment of exclusivity.
Similarly, Ghanaian streetwear brand Chalé partnered with Brooklyn Brewery and African Chop House to create a limited-edition fashion collection for the launch of Fonio Rising Pale Ale. This collaboration blended fashion, food, and craft beer, celebrating African heritage through storytelling and design. It’s a prime example of how African brands can merge culture with commercial success.
Now, imagine a brand like Christie Brown partnering with Rémy Martin on an artisanal capsule collection that fuses Ghanaian beadwork with French cognac culture. The synergy? Immaculate.
“African fashion isn’t just about aesthetics; it’s about legacy. The right collaborations tell stories that last.”
So why not tell those stories on a global stage?
Automotive x Fashion: The Luxury Lane
Mercedes-Benz has done it with Virgil Abloh. Why not with a powerhouse like Tongoro? A capsule collection featuring Dakar-inspired, high-performance travel wear for luxury car enthusiasts isn’t far-fetched.
“We have so much to offer, and it’s time for us to take our place on the global stage.”
In 2019, Sarah Diouf, founder of Tongoro, highlighted the importance of African fashion in an interview with CNN.
Additionally, in a 2020 Vogue article, she mentioned, “Africa is now, and the world is finally recognizing the richness of our creativity.”
Tech x Fashion: The Future is Here
Samsung partnered with South African designer Thebe Magugu in 2023 to bring consumers a one-of-a-kind experience at Galaxy Fliptown. Magugu expressed his excitement, stating, “The Galaxy Z Flip5 is a beautifully crafted device, with a combination of craftsmanship and playfulness that I really admire. Quality and novelty are two of my passions, and the sleek, multifaceted look that I always strive for has much in common with the Z Flip5. My work is multidimensional—which could be said for the Galaxy Z Flip5 as well.” He designed two outfits inspired by Y2K fashion, blending nostalgia with modernity and unveiling them in an innovative way.
The fashion-tech intersection is ripe for disruption, and African brands should be leading that charge.
Time to Move Differently
African fashion brands don’t just need a seat at the table—they need to rewrite the rules. The luxury world is built on exclusivity and storytelling, both of which African designers have mastered. The next step? Bold, industry-defying collaborations that solidify their global dominance.
Who’s making the first move?
Featured image: @becklepictures
