Samsung connects Africa at Fashion Week

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Samsung Electronics Africa is bringing together 14 fashion and accessory designers from across the continent in aunique design collaboration – #AmazeAfrica.

The first of its kind, the #AmazeAfrica show will take place on the opening night of Mercedes Benz Fashion Week Africa on30 October 2013, at the Pretoria City Hall.

The #AmazeAfrica platform is an initiative inspired by Samsung’s global Accelerating Discoveries and Possibilities philosophy.

Designers from Nigeria, Cote D’Ivoire, Angola, Kenya and more, 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), LaurenceAirline (Côte d’ Ivoire/France), Missibaba (South Africa), 1981 by Nana Brenu (Ghana/Italy), Adele Dejak (Uganda/Kenya), Projecto Mentale (Angola), Rift Valley Leather (Kenya), Taibo Bacar (Mozambique), Pichulik (South Africa), Loin Cloth & Ashes (Tanzania/South Africa) and Doreen Mashika (Tanzania).

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 complemented 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 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 complement Samsung technology in the ‘real world’ as much as tailor-made content complement 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 New York, and accessory designs by Moschino, Milan, Nicholas Kirkwood, London and the Korean label, Kuho womens wear.

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 Tshwane, where the show will be hosted.

“Samsung is proud to showcase the unique and creative fashion design talent on the African continent,” concludes Allie.

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