Kenyan entrepreneur and former diplomat Hannah Ryder is at the forefront of this movement, leading efforts to spotlight designers who seamlessly blend tradition with modernity. Her Africa Reimagined project aims to showcase African fashion that resonates with the diverse and evolving tastes of the Chinese market.
A striking example of this cultural fusion was seen at the expo, where Development Reimagined staff member and hanfu enthusiast Chen Huiyi paired a Rwandan-designed blouse with traditional Chinese hanfu. This combination reflects a shared vision of preserving cultural heritage by integrating it into everyday life.
'The best way to preserve traditional culture is to 'wear it out', letting more people see it and fusing it with daily life,' says Chen. 'That's also what our African designers hope to do.'
African designers who participated in the expo share this philosophy, aiming to introduce their cultures through fashion that bridges history and the present.
Designers from across Africa are actively entering the Chinese market, with ambitions to establish physical stores in addition to showcasing at major events. South African designer Thula Sindi, known for his AfricaRise stores in Johannesburg and Pretoria, sees a strong opportunity for mutual exchange.
'African businesses need to be in China the way Chinese businesses are in Africa,' Sindi said. He plans to open a store in Shanghai, viewing the city as a cosmopolitan gateway with efficient logistics for online shopping and delivery. For Sindi, the strategy is clear: African fashion competes not on trends or price, but on uniqueness, quality, and timeless appeal.
He believes African designs offer something special and enduring, perfectly aligned with the Chinese market's evolving tastes.
Fellow South African designer David Tlale shares this vision and is actively exploring ways to expand his brand in China. He acknowledges the challenges of entering a new market, including protecting intellectual property and managing cost structures.
Nonetheless, he is enthusiastic about learning from China's advanced textile technologies to enhance competitiveness. Tlale sees the growing Africa-China partnership as an opportunity for creative cross-pollination that benefits both fashion industries.
Ryder believes the diversity of the Chinese market is an ideal match for African luxury fashion. She highlights the appeal of African brands that emphasise sustainability, unique production methods, and distinctive fabrics.
As China's consumer base grows wealthier and more sophisticated, demand for authentic and varied offerings is rising, and African designers are well-positioned to meet that demand.
Beyond individual consumers, growing interest from buyers and retailers suggests a promising future in which African fashion establishes a lasting presence in China.
This cultural blending through fashion represents a broader narrative of exchange and collaboration, where tradition is honoured, innovation is embraced, and new expressions emerge that speak to both heritage and the modern world.
Christian Mugisha
