I would share my twelve
12 fashion brands in Ghana that have this year pushed the PR button in 2018 by
way of creating brand presence both online and offline through fashion events
and shows, collection launch, collaborations, celebrity placements, media
features, awards and social media presence amongst others. I would start with;
Christie Brown
I’m sure I won’t be
wrong if I say, Christie Brown is one of the most admired and respected fashion
brand in Ghana. Celebrating their 10th
anniversary with a fashion event at the plush Kempinski hotel earlier this year,
one would have expected them to be content because they are known globally but on
the contrary. They work as hard to keep the brand visible at the right places.
Their online presence has been feeding followers with breath-taking designs and
fashion inspirations. This year, they also launched their captivating SS18
Collection called “Conscience”.
During the Mother’s
Day celebration, they collaborated with some fashion creatives to outdoor a
campaign that appreciates their clients who are mothers. They were featured in
an editorial with Maria Borges for Nigeria’s Schick Magazine.
Christie Brown also
participated at the SheTrades event in New York and won the African Designer of
the Year at the Glitz Style Awards 2018. This definitely looks like a great year for
the brand as they continuously work to expand the CB brand.
Chocolate by Kwaku Bediako
Chocolate by Kwaku Bediako
is a menswear fashion brand. The designer was selected by African Fashion Fund
in the #TailoredAfrica2018 Project and had the opportunity to showcase their
collection at the Paris Fashion Week and also showcased at the fashion show held
in honor of their Royal Highness The Prince of Wales and the Duchess of
Cornwall during their royal visit to Ghana.
The designer was awarded
the Designer of the Year at the EMY Awards and nominated as the Menswear
Designer at the Glitz Style Awards. With a tall list of celebrities and public
figures on their clientele, Chocolate has earned a spot as one of the Ghanaian
designers that has garnered global attention and media buzz including styling Jamal Lyon of Empire fame and features
on Vogue, BBC Africa, Congo Airways Magazine amongst others.
Pistis
Mention traditional,
weddings and red-carpet gowns and Pistis would certainly come to mind. They
have continuously positioned themselves as the go-to designer for anything within
that specification. This for me is a brand that understands that finding your
niche and being consistent is key. Even though at the beginning of the year,
they introduced a new line called “Melange by Pistis” which I believe caters
for the RTW line, it obviously wasn’t able to overtake what they are known for.
Within the year, they
also collaborated with creatives such as award-winning Makeup Artists Valerie
Lawson to create the CVL Campaign. You are most likely to find a celebrity or
public figure in a Pistis gown at any major event in Ghana. Among their tall
list of personalities include the 2nd Lady Samira Bawumia, Naa
Ashorkor, Joselyn Dumas and a host of many others.
Pistis was spotted on
the cover of Dreams Wedding Magazine which featured Joselyn Dumas as the Cover
star. This brand obviously continues to dominate the bridal and red-carpet gown
space and it looks like they aren’t backing down anytime soon.
Atto Tetteh
Speak about urban menswear
brand in Ghana and no doubt Atto Tetteh would be listed. Slowly, slowly, Atto
Tetteh is creeping into the fibre of Ghanaian fashion industry to become one of
the favs for many fashion enthusiasts. Earlier this year, they launched their
new collection called “Patched 18” which featured a wide range of beautiful
pieces for both men and women.
They also
participated in SA Menswear Week in South Africa where they shot editorial
campaigns with other creatives for their collection. The likes of Manifest,
Sarkodie, Ameyaw Debrah, Okyeame Kwame and a host of others have all be spotted
in an Atto Tetteh.
They crowned the year
winning the Menswear Designer of the Year at Glitz Style Awards. I see this
brand making greater strides in the coming year.
Selinabeb
Selinabeb is an
accessory brand. Earlier this year, the designer showcased at New Orleans
Fashion Week which was featured on major media platforms across the country.
She has been one of the Ghanaian designers that has garnered a lot of media
features through interviews, fashion shows and exhibitions.
She participated in
Glitz Africa Fashion Week where she showcased her “Mama Africa” Collection in
honor of her late mother and has exhibited at several trade events both in
Ghana and outside Ghana.
The brand received 2
nominations this year at both Glitz Style Awards and Accra Fashion Week Awards
as the Accessory brand of the Year. Personalities such as Nicole Parker,
Dentaa, Nikki Samonas, Kokui Selormey, Bozoma Saint John and many others have
been spotted carrying a Selinabeb clutch or handbag.
Though a challenging
year for Selinabeb, she has managed to keep the brand visible and one can only
be confident of a greater year in 2019.
Velma Accessories
This year has been a
great one for Velma’s Accessories. Starting off the year with an exhibition in
London at the ‘Great Hat Exhibition’ and going on to launch their spring
collection during their Fashion Expose dubbed “Velma’s Garden” which also
introduced their men’s hat collection.
Throughout the year,
the brand has partnered several designers such as Ophelia Crossland, Christie
Brown, Duaba Serwa, Lauren Haute Couture amongst others to launch editorial
campaigns. They also participated in the Radiance Wedding Fair and later
launched their AW18 Collection “Sheisaqueen” Collection which was showcased
during the Glitz Africa Fashion Week 2018.
Velma was crowned the
Accessory Designer of the Year at the 2018 Glitz Style Awards and have secured
a number of media features including being featured in Nigeria’s Pleasures
Magazine.
Sima Brew
We have all come to
know and love the Sima Brew brand. Known to create very detailed and stunning
looks with each piece, the designer continues to shine through several
campaigns they have launched in the year.
Starting off the year,
she was out doored at a media event by Zylofon Media as the Fashion Icon and Representative
for the label. This year, the brand launched 3 Collections. The “Dream
Collection” which featured Berla Mundi in a number of Bridal Gowns, “Timeless
Collection” which featured Selly Galley in striking dresses and gowns and then
the “Obaapa Collection” which featured Empress Jamilla in Traditional Kente
Inspired Gowns.
Sima Brew also opened
its own Sima Brew Fashion Business Faculty. They were nominated for an
international Achievement Recognition Awards as Best Female Designer 2018 and
showcased at the London Fashion Week Runway. It’s been a great year for Sima
Brew as they are constantly on our feeds and timelines feeding us with new and
exquisite designs.
Abrantie the Gentleman
Abrantie The
Gentleman is not new to pushing the PR button each year. Especially for the
designer, you are most likely to see him at every major fashion related event
happening in the country. Similarly, he engages in interviews and speaking
opportunities all of which are strategic ways to keep the brand visible.
This year, they
participated at the Mercedes Benz Fashion Week, Accra where they showcased the
“Grey of Greatness” Collection and had earlier outdoored the ‘NAA 345
Collection’. His bespoke suits and traditional wears are the go-to for any would
be groom and has collaborated with Vlisco to create designs for their showroom.
They were nominated as
the Menswear Designer of the Year at the Glitz Style Awards.
Ophelia Crossland
Being the Swarovski
West African Ambassador for the past few years, this brand has become a force
to reckon with when it comes luxury and haute couture in Ghana. Earlier this
year, she was selected among few international designers to display her gowns
at the Swarovski Exhibition in Dubai.
Ophelia Crossland won
Womenswear designer of the year at the Glitz Style Awards and also showcased
their “Ethreal” Ready to Wear Collection at the Glitz Africa Fashion Week as
well as participated at the Wedding Radiance Fair.
They launched a
series of stunning collections among which were the “Malaika Collection” and
the “Wedding Guest” Campaign.
Charlotte Prive
Charlotte Prive this
year has been working to project another value of the brand which is one that
is sustainable and dedicated to making change in the environment. Earlier in
the year, they partnered with Water Aid Ghana to produce a collection dubbed
“Fashion for Change”. The designer also organised a masterclass which was aimed
at helping designers build careers in fashion design.
They held their 2nd
edition of “My Christmas Wish” fashion show which attracted many fashion
enthusiasts and customers and have had an active social media presence which
constantly fed our timelines with what they are up to and who they are
engaging.
Yartel
Call him the new kid
on the block. He may be young in the industry but this year has been a good
year for the brand. You are most likely to guess right when you spot a Yartel
piece especially because of the choice of fabric and design silhouette. A good
number of celebrities that have been seen in a Yartel among which are the 2nd
Lady Samira Bawumia, Becca, Zynnel Zuh, Sandra Ankobia, Efya, Claudia Lumor, Joselyn
Dumas, Anita Erskine and a host of many others.
Yartel pieces were
featured on two magazine covers, Glitz Africa Magazine and Agoo Magazine and
won the emerging designer of the Year at the Glitz Style Awards 2018. They also
debuted their collection during the Glitz Africa Fashion Week. With such
remarkable brand positioning for this year, 2019 can only get better for this
brand.
Wear Ghana
Wear Ghana brand may
be synonymous to “Wear Ghana” campaign but what has gained a lot of traction is
the “GIGI Collection” by the brand. The GIGI which was launched few years back
has come to stay as their signature piece. Currently available in different
styles and colors, you are likely to identify a GIGI when you do see one. They
have also partnered organisations, individuals and churches to customise their
own GIGI which I think is a brilliant strategy. Personalities such as Lucy
Quist, Esther Cobbah, Boris Kodjoe, Bozoma Saint John, Okyeame Kwame and your
everyday person is spotted in a GIGI.
Their social media
engagement strategy has been very impressive and this has turned friends and
clients into loyal customers and ambassadors.
Wear Ghana also organises period activities such as “Free Ur Style
Friday” and Corporate Tours in collaboration with other creatives as a way to
connect with customers who share a common interest in fashion, music and dance.
Their brand visibility and strategy this year is commendable and worth noting.
Expectations for 2019
Going into 2019, I
wish designers and fashion entrepreneurs would understand that every effort
they make would go a long way to create their brand image which doesn’t happen
by chance. They need to be creative, research and know about the industry they
work in and understand the business of fashion, create unique brand identity,
invest in Public Relations to promote their work. Have a Merry Christmas and look forward to a
an awesome new year.
This post was originally published on the Business and Financial Newspaper on 21/12/2018
Faith Senam Ocloo
Fashion Public Relations
Fashion I Beauty I Lifestyle I Arts
