Africa has served as inspiration to the fashion industry for many years, and it doesn’t seem like that will be changing anytime soon. In 2010 Western designers caught African print fever and painted the runways in bold, colorful ensembles. The trend continued in 2011 and 2012. Do African designers mind that Western designers such as Gwen Stefani, Marc Jacobs and Diane von Furstenberg are gaining recognition for their use of African prints and textures? Some may, but Gareth Cowden is not one of them.

“Yes, we are definitely going through a phase of influencing [and/or] inspiring the world’s bigger fashion houses,” said Cowden. “But it doesn’t offend me that these people get recognition for their designs. These designers have a better platform to be noticed. At the end of the day they are helping African designers [and] designs get noticed.”

Cowden has been in the fashion industry for nearly a decade; however, fashion was not his original career plan. His foray into fashion was purely out of necessity. After obtaining a Bachelor of Arts degree in Human Kinetics and Ergonomics, he could not find employment. Consequently, he began working as an assistant to fashion stylists in 2002. Since 2004 he has worked as a freelance fashion stylist and in 2009 he founded BABATUNDE. Babatunde is a Yoruba name that means “the father returns.” Cowden believes that it is the responsibility of men to care for their families and their country.

“Many kids in Africa grow up without fatherly influences in their lives due to various reasons,” Cowden said. “In my opinion, this has an adverse effect on disciplinary and respect issues later in life. [Babatunde] is also a reference to our leaders to father and grow our nations rather than growing their own pockets. All in all, we need more fathers to father and nurture Africa to where we deserve to be.”

Cowden is not as dedicated to fashion as much as he is dedicated to helping others. His brand, which features hats, umbrellas, bowties and clutches, is made completely by hand in South Africa. This is not done simply as a measure of pride for his native country, but to provide employment to those in the textile industry, which is vital to developing countries.

“This is done in an attempt to revive the textile and clothing industries in South Africa,” Cowden said. “These industries are slowly dying in South Africa due to cheap labor in countries like China and India resulting in it being a lot cheaper to import fabric and clothing than to manufacture locally.”

It is not only cheaper to import fabric and clothing to Africa, it is cheaper to import Asian immigrants to Africa as well. In 2002 Ramatex opened a factory in Namibia and promised to hire 8,000 workers. Instead of hiring locally, the company imported 25 percent of the employees from Asia. These employees were paid less than the Namibian employees and, to make matters worse, ended up in debt to the company. Due to their low wages, the Asian employees could not afford to pay back the traveling expenses that the company had fronted. Ten years later, Asian immigrants are steadily being imported into the country to provide cheap labor.

Many manufacturing companies in Asia and other countries are relocating to Africa due to a rise in domestic labor costs. Africa has low labor costs, in addition to duty-free access to American and European markets under the Africa Growth and Opportunity Act. Cowden realizes the importance of manufacturing in Africa. For this reason, he would never relocate permanently.

“It is very important for me that everything is manufactured in South Africa or Africa,” Cowden said. “This is what makes Babatunde a strong African brand. I would definitely consider relocating temporarily. Travelling is very enlightening and helps with learning and growth, both personally and for the Babatunde brand.”

Also important to Cowden is creating awareness through fashion. He has been able to achieve great success as a designer and has been featured in many acclaimed print and online magazines. The audience he speaks his message to has become slightly larger since singer-songwriter Solange Knowles wore one of his hats during New York Fashion Week 2012.

“Due to popular culture and celebrity culture, exposure and awareness grows when ‘famous’ people wear your brand,” Cowden said. “Celebrities are always being featured in the media, so if they are wearing your products it’s easier for your brand to get noticed.”

Cowden is presently working on expanding the Babatunde brand by including more pieces such as trousers and shorts. For more information regarding Babatunde long onto www.babatundestyles.com.

Image Courtesy of   doigstar1

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The Levi’s brand launched its first ever global collection during New York Fashion Week at SoHo’s landmark Mercer 82 event space on February 15, 2012 afternoon. During the event— a hybrid between custom-made vignettes featuring pinnacle products from the line and a runway show— the Levi’s brand showcased the key looks from its Fall/Winter 2012 collection.

“Levi’s has always been about embracing the energy and events of our time. Today, fashion is more democratic and accessible than ever, making New York Fashion Week the perfect moment in time for the Levi’s brand to launch our first global collection,” said Len Peltier, Global Vice President of Creative Direction.

The Levi’s Fall/Winter 2012 collection is based on a more refined and tailored look, for both men and women. The designs were inspired by the idea of craftsmanship, honesty and authenticity – honoring tradition while defying convention, redefining the norm and re-crafting and re-creating iconic Levi’s styles.

The Presentation

The Levi’s presentation at New York Fashion Week was inspired by the ritual of “getting dressed.” The ritual of dressing for the task ahead is as old as humanity, and it is something that Levi’s has always intuitively understood.

Levi’s jeans found their original market among hardworking miners and pioneers who were carving a new nation. Levi’s products are still the first choice for modern pioneers: the artists, musicians, entrepreneurs and activists who are all working to realize their own, unique vision of the future. What they choose to wear every day is a display of how they want to carry themselves and their ambitions forward.

Through a series of vignettes, taking the form of sculptural installations and representing the consumer’s personal space, lifestyle and style, guests were guided through an art gallery-like space in which key looks from the collection were showcased. This was followed by a runway show showcasing the entire collection.

The Collection

Steeped in the authenticity and craftsmanship that the brand is known for, the collection is built around classic and refined styles with sharp clean aesthetics, which have been tailored to perfection.

The key trend for men this season is the tapered look, for a great flattering fit that sits just below the waist, is slouchy on the top and has a slim tailored leg.

For women, the key look for the season is the Bootcut Skinny, which the Levi’s brand has completely reinvented. No longer your mother’s bootcut denim, this season will see the launch of this new take on a classic – a sexy, modern skinny fit making you forever think differently about the bootcut.

As part of Levi Strauss & Co.’s profits through principles approach, sustainability is embedded throughout the collection with the use of Water<Less techniques and sustainable finishes playing a prominent role this season.

Image Courtesy of   http://us.levi.com

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After a week of rave reviews, it’s official: Victoria Beckham has been crowned queen of New York Fashion Week. After previewing her Autumn / Winter 2012 collection to a packed house at the New York Library on Sunday morning 12th February, and with her husband David Beckham OBE, editor in Chief of American Vogue Anna Wintour OBE, and her long time business partner Simon Fuller [http://www.xixentertainment.com], all looking on from the front row, the critics were unanimous in voting this the finest moment of her career as a fashion designer.

“Her strongest show yet” The Guardian

“In her insistence on developing slowly, and gradually earning respect, Mrs. Beckham has scarcely put a platformed-foot wrong” VOGUE.com

“Queen Victoria: How Mrs Beckham conquered fashion” The Guardian

“Her style is, season after season, more and more desirable and confident” Vogue Italy

“She has staked her claim and she owns this space” FT

With her ready to wear collection now stocked in over 300 retail outlets around the world, the Victoria Beckham business is now worth in excess of GBP30 million at retail, and with a launch of a new line, named ‘Victoria by Victoria Beckham’ going on sale this week, that value is only set to rise. It is a good news story for British creative industries, as her ready to wear collection is designed and is hand made by British businesses.

Simon Fuller, Victoria Beckham’s long term business partner, comments: “Victoria and I are both proud Brits and it feels good to be building a creative British business that is flourishing on a global stage.”

On February 15, 2012, Victoria posed alongside Anna Wintour OBE and other British Fashion icons to launch the British Government’s GREAT campaign. Sir Peter Westmacott, the UK’s Ambassador to the United States, comments:

“As one of Britain’s major fashion icons Victoria Beckham’s involvement with the GREAT Campaign will bring even more attention to Britain’s world renowned fashion designers, the magnificent range of shopping on offer and our distinctive British style.”

Image Courtesy of   https://www.facebook.com/victoriabeckhamcollection

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