The Influence Of The ‘Year Of Return’ In Ghana’s Fashion Industry
Last year, West Africa launched a major marketing campaign, “The Year of Return” which changed the whole of Africa, bringing in people from all walks of life to experience Africa and it’s rich culture.
Targeting the descendants of those captured from Africa’s shores, Ghana planned a bevy of entertainment activities for foreigners — including a paragliding festival and AfroChella, a music and culture festival, Afro Nation, Back To Our Roots Tour, Detty Rave, Decemba to Rememba e.t.c
This initiative had over 1 million foreigners visit the nation, surpassing the goal by 25 percent.
The ‘Year of Return’ had the African diaspora visit Africa (specifically Ghana) to settle and invest in the continent.
The campaign made a positive impact in all industries in the world, from entertainment, fashion, e.t.c which positively affected the economy of Africa at large. It gave fashion industry players a great opportunity to spread out their wings of dominion by designing wonderful pieces for foreigners.
The “Year of Return” positioned Ghana’s fashion industry in a way that key-players also benefited from the campaign. The campaign boosted the fashion industry giving fashion designers like Kwaku Bediako and many others the opportunity to style notable african made outfits for a number of foreigners like Steve Harvey, Boris Kodjoe, Idris Elba and many other entertainers in the world.
The campaign did not only boost the pockets of our designers but also gave the fashion industry the opportunity to hold the first ever Fashion Connect Africa in Ghana.
Fashion Connect Africa was designed to give global exposure and opportunity to African fashion creatives regardless of where they are from.
The 2019 Summer Harmattan edition of Accra Fashion Week was also held in the same year and featured various designers from the diaspora.