From Studio to Runway: Ghanaian Fashion Designers' Creative Processes

Abstract

Purpose: The fashion scene in Ghana is a dynamic fabric knit together with creative designs. We explore the inspirations and creative processes of Ghanaian fashion designers as they get from studio to catwalk. The objective of the study is to investigate and clarify the inspirations and creative processes that propel Ghanaian fashion designers from ideation to catwalk presentation. Methodology: The paradigm used was a qualitative research approach. This includes observations, interviews, and portfolio analysis of fifteen (15) selected fashion designers in Sekondi Takoradi Metropolis. The collected data were analyzed using thematic analysis. Findings: The findings of the research indicate the diverse range of elements influencing Ghanaian fashion designers' creative processes. This creative journey reflects not only the designers' technical expertise but also their profound connection to their cultural heritage and their ability to translate inspiration into tangible works of art. While the runway remains a traditional showcase for designers, leveraging digital platforms can extend their reach and visibility. In recommendation, designers can explore virtual fashion shows, live-streaming events, or interactive online galleries to showcase their collections to a global audience. Embracing digital innovation can amplify brand exposure and drive engagement with fashion enthusiasts worldwide. Ghanaian designers should collaborate with international platforms, this can help them gain recognition and share their culture with the world. Unique Contribution to Theory, Practice and Policy: The study also contributes to theories of creative processes within design disciplines shedding light on the systematic stages involved in fashion design. By applying entrepreneurship theory, we can analyze how Ghanaian designers identify market opportunities, innovate in design, and create value for their businesses. This was validated in the study where designers conceptualize, iterate, and refine their ideas, thus contributing to the broader discourse on creative practice. From a practical standpoint, this study offers valuable insights for both emerging and established fashion designers, particularly those operating within culture-based industries. The study contributes to theory by documenting the systematic creative processes employed by Ghanaian designers, it provides a roadmap for other practitioners to follow, helping them enhance their design practices and navigate the complexities of the fashion industry.