A new generation of African designers are poised to take center stage.
The fashion industry, a complex web of global supply chains and consumer trends, increasingly feels the impact of rising trade tensions. After the Trump administration slapped 10% tariffs on Chinese imports, including fast fashion, Beijing retaliated with an anti-monopoly probe into PVH — the owner of prominent U.S. brands like Tommy Hilfiger and Calvin Klein — adding them to its “unreliable entity” list. If left unchecked, this trade war will result in a trickle-down effect that will significantly realign global fashion.
Reshaping Fashion and VC Investments
China’s pivotal role in the global fashion supply chain, particularly as a major apparel exporter to the U.S., means these trade tensions carry significant implications. The industry may be forced to explore alternative sourcing and manufacturing locations, necessitating new investment strategies. Venture capital firms, which have recently backed both nascent startups and established fashion businesses — as seen in General Atlantic’s $1 billion investment in Klarna, Kleiner Perkins’ $100 million in Omio, and Tiger Global’s $80 million in Cowboy — will likely adjust their focus. To capture market share and attract investors, startups, new ventures, and established mega-brands will need to diversify their offerings to effectively compete in this evolving landscape.
“The old playbook is now obsolete; the industry will need a new formula for differentiation and growth,” according to McKinsey in their State of Fashion 2025 report. Their research predicts that the trend toward diversifying apparel and textile sourcing will likely accelerate in the coming years.
A Shift Toward Emerging Markets
Additionally, McKinsey suggests a move away from China, with Latin America emerging as a nearshoring hub for U.S. fashion companies. Meanwhile, Turkey, having doubled its textile production over the past two decades, may become a key supplier for European brands. In this evolving shift towards emerging markets, there is also an African opportunity. With Africa’s wealth of traditional textiles, patterns, and craftsmanship, it is a unique and novel opportunity. In Lagos, Nigeria, Ugo Monye uses 3D body scanning, augmented reality, and 3D virtual sampling in his garment design and creation.
“I ensure sustainability by sourcing fashion and clothing items that are eco-friendly,” he says. Though Monye’s designs are becoming a global force to be reckoned with, he hopes his garments resonate across Africa, Europe, the Americas, and Asia. “There are quite a lot of achievements I have made with the brand, but it is still not up to what I dreamed of,” he says.
Building Authentic Brand Narratives for African Fashion
Africa’s rich cultural diversity and artisanal craftsmanship offer unparalleled opportunities to build fashion brands and narratives with universal appeal, ensuring they resonate with consumers across cultures and races. The key strategy to unlocking Africa’s potential is capital investment in African designers, brands, and fashion startups. They offer design, e-commerce, manufacturing, and supply chain solutions while celebrating the identity and design techniques unique to specific African tribes and cultural heritages.
For African fashion brands on the global scene, brand authenticity begins by building trust and loyalty with African community endorsement, then creating designs, products, and narratives that resonate with audiences. This will empower them to leverage the continent’s unique heritage, crafting strong brand narratives and identities while scaling their businesses. By focusing on strategic capital investments in African-founded startups, we can unlock the vast potential of African fashion and create a new era of globally influential brands.
Looking Ahead
The global fashion industry is undergoing a significant transformation due to rising trade tensions and evolving consumer preferences. These shifts present a unique opportunity for African fashion brands to emerge as major players in the global market. By embracing authenticity, connecting with specific consumer tribes, and maintaining brand coherence with VC investments, African fashion brands can build strong, recognizable identities that resonate with consumers worldwide. Investments in African fashion startups will not only unlock the vast potential of the continent’s diverse cultural heritage and artisanal expertise, but also foster economic growth and cultural recognition.
Ibe Imo (MLA, Journalism ‘25) is a technology leader and founder of Merie Studios, a digital storytelling platform that leverages investigative journalism to provide expert insights on artificial intelligence, venture capital, and energy. Merie Studios empower ventures and firms to unlock imagined value. With a team of attorneys and software engineers, Ibe champions, Ibe leads research and investigative journalism that spark crucial discussions and insights to transform new ventures and SMEs.