Adirée, the parent company and producer of Africa Fashion Week New York (AFWNY) launches a photo campaign themed “Luxury Untamed”. AFWNY, a luxury multi-day event produced by Adirée, will take place at the Broad Street Ballroom on July 12th, 13th, 14th in New York City’s financial District.
The campaign, photographed by Avaloni Studios, reflects the unpolished side of high-end lifestyle. That is, the man or woman who is all about the luxury lifestyle who has a wild and contradictory “unsophisticated side to them as well”, regardless of how “how class” one can be perceived to be. Those statement-making photos simultaneously represent the free spirits of the emerging African designers—their talent and unique fashionable aesthetics which cannot be tamed by social constraints.
The rapidly growing African Fashion industry now starts to catch the world’s attention and corrects the stereotypes that the African designs are mainly tribal. Key topics to be discussed at the 12th annual International Herald Tribune’s luxury conference, the premier annual forum for business and creative leaders from across the global luxury goods industry, include the potential of Africa-both as a producer and ultimately consumer of luxury goods. At the heels of this prestigious conference, the AFWNY 2012 campaign luxury untamed speaks to the raw and beautiful fashions that come from African designers.
“The photo shoot represents designers showcasing in Africa Fashion Week in New York, and our mission to define some of Africa’s Fashion as synonymous with the word Luxury and as competitive in the luxury markets as European brands have been. Again we are [Adiree] are constantly redefining the perceptions of fashion coming from the continent or being made in Africa.”—Adiat Disu
“The photo shoot represents designers showcasing in Africa Fashion Week in New York, and our mission to define some of Africa’s Fashion as synonymous with the word Luxury and as competitive in the luxury markets as European brands have been. Again we are [Adiree] are constantly redefining the perceptions of fashion coming from the continent or being made in Africa.”—Adiat Disu
Luxury is an industry that is worth over 100 billion USD. The global demand for luxury goods has been consistently increasing at a rate of 25 to 50 percent for the past many years, with the only exception being the year 2009, during which the market experienced the impacts of the US sub-prime crisis. It is excited to see that the African luxury industry is now sharing the pie in a traditionally European dominated market.
The global demand for luxury goods has been consistently increasing for the past many years, with the only exception being the year 2009, during which the market experienced the impacts of the US sub-prime crisis.
The photo campaign will kick off during the month of May and run until AFWNY with the first ads featuring clothes from designers showing at AFWNY, make-up by AFWNY head makeup artist Renarda Joy
AFWNY includes runway shows hosting 21+ designers from various countries in Africa and those of the African Diaspora, exhibitions, and industry networking events. Opening designers Francis Hendy, Korto Momolu, and designers like Mafi, Attolle Collection, Geraldo Fashions and others will showcase. For more information about AFWNY, please visit: www.afwny.com
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