The Idea of Africa in European High Fashion: Global Dialogues

Abstract

African form and design have stimulated the creativity of European fashion designers for centuries. They have been used as inspiration for clothing designs, fashion accessories, and jewelry. By looking at the lure of the exotic in a historical perspective, and the importance of Africa in scientific, sociopolitical, and artistic arenas; this article will analyze the dynamic presence of African aesthetic expressions and styles in European fashion arenas in the twentieth century. This phenomenon was prominent between the years 1991 and 2000, with 1997 displaying a sustained African presence throughout the year. The work of John Galliano and Jean Paul Gaultier reveals African motifs and ideas have inspired their designs, and are also employed to communicate social and political messages. Conversely, African fashion designers such as Xuly Bët and Seidnaly Alphadi, who work in Europe and in Africa, use their own aesthetic to design their collections, to spur their home economies, and to place Africa in the global fashion circuit. In the twenty-first century, the era of globalization and instantaneous communication par excellence, such issues disclose the interrelationship between African and European fashions. Inspiration and creativity, fueled by the allure of exoticism may become a global dialogue, which goes both ways.