Contemporary luxury in the fashion industry is taking on a meta-modern approach as the concept of “inclusivity” is being replaced by a focus on “elevation.” This shift refers to directing resources towards catering to the wealthiest customers. As a result, more and more fashion houses are embracing and celebrating African cultural heritage.
Recognizing the delicate nature of cultural appropriation, luxury brands are now paying homage to Black Africa’s cultural heritage and craftsmanship. This mission aims to ensure that African cultural diversity and the beauty of its unique aesthetic are celebrated and preserved within the luxury industry.
In recent years, campaigns such as “Hennessy VS Africa” in 2018 and the successful Chanel Métiers d’art 2022 fashion show in Dakar have highlighted the importance of African cultural representation. Now, Bottega Veneta joins the movement by partnering with the launch of Air Afrique magazine, a reboot of the iconic onboard magazine ‘Balafon.’ This collaboration aims to bring attention to African cultural diversity and serve as a source of inspiration for the brand’s creative endeavors.
Air Afrique magazine, not just an airline, but a cultural platform, aims to reintroduce itself into the cultural debate. The magazine plans to share its archives and create new content that captures the current moment of change in Black consciousness and expression. Djiby Kebe, co-founder of Air Afrique magazine, expresses his appreciation for Bottega Veneta’s support, as the brand mobilizes its platforms, organizes cultural events, and collaborates with artist Abdel El Tayeb for a series of limited edition covers.
For Bottega Veneta, this partnership with Air Afrique represents an extension of its commitment to supporting media creativity, particularly independent magazines with strong community influence. The brand’s involvement reflects its dedication to fostering cultural diversity and inclusivity within the fashion industry.
This focus on African cultural heritage and collaboration with Air Afrique coincides with the rise of African high-net-worth individuals (HNWIs). As the continent experiences exponential growth in wealth, luxury brands recognize the potential and importance of catering to this affluent market.
Overall, the partnership between Bottega Veneta and Air Afrique serves as a testament to the industry’s evolving values and the recognition of African cultural heritage. By celebrating and preserving this rich heritage, the luxury fashion industry takes a step towards greater inclusivity and cultural appreciation.
Useful links:
– African High-Net-Worth Individuals Expected to Grow by 66% by 2030 – Fitch Solutions
– Air Afrique Magazine Official Website
