For any brand to be visible and talked about for all the right reasons, then they must be doing something amazing. The fashion space this year has witnessed quite a number of fashion events at different times which has open up to more opportunities for designers to increasingly generate more visibility and buzz for their brand.
I would share my twelve 12 fashion brands in Ghana that have this year pushed the PR button in 2018 by way of creating brand presence both online and offline through fashion events and shows, collection launch, collaborations, celebrity placements, media features, awards and social media presence amongst others. I would start with;
Christie Brown
I’m sure I won’t be wrong if I say, Christie Brown is one of the most admired and respected fashion brand in Ghana. Celebrating their 10thanniversary with a fashion event at the plush Kempinski hotel earlier this year, one would have expected them to be content because they are known globally but on the contrary. They work as hard to keep the brand visible at the right places. Their online presence has been feeding followers with breath-taking designs and fashion inspirations. This year, they also launched their captivating SS18 Collection called “Conscience”.
During the Mother’s Day celebration, they collaborated with some fashion creatives to outdoor a campaign that appreciates their clients who are mothers. They were featured in an editorial with Maria Borges for Nigeria’s Schick Magazine.
Christie Brown also participated at the SheTrades event in New York and won the African Designer of the Year at the Glitz Style Awards 2018. This definitely looks like a great year for the brand as they continuously work to expand the CB brand.
Chocolate by Kwaku Bediako Chocolate by Kwaku Bediako is a menswear fashion brand. The designer was selected by African Fashion Fund in the #TailoredAfrica2018 Project and had the opportunity to showcase their collection at the Paris Fashion Week and also showcased at the fashion show held in honor of their Royal Highness The Prince of Wales and the Duchess of Cornwall during their royal visit to Ghana. The designer was awarded the Designer of the Year at the EMY Awards and nominated as the Menswear Designer at the Glitz Style Awards. With a tall list of celebrities and public figures on their clientele, Chocolate has earned a spot as one of the Ghanaian designers that has garnered global attention and media buzz including styling Jamal Lyon of Empire fame and features on Vogue, BBC Africa, Congo Airways Magazine amongst others.
PistisMention traditional, weddings and red-carpet gowns and Pistis would certainly come to mind. They have continuously positioned themselves as the go-to designer for anything within that specification. This for me is a brand that understands that finding your niche and being consistent is key. Even though at the beginning of the year, they introduced a new line called “Melange by Pistis” which I believe caters for the RTW line, it obviously wasn’t able to overtake what they are known for. Within the year, they also collaborated with creatives such as award-winning Makeup Artists Valerie Lawson to create the CVL Campaign. You are most likely to find a celebrity or public figure in a Pistis gown at any major event in Ghana. Among their tall list of personalities include the 2nd Lady Samira Bawumia, Naa Ashorkor, Joselyn Dumas and a host of many others.
Pistis was spotted on the cover of Dreams Wedding Magazine which featured Joselyn Dumas as the Cover star. This brand obviously continues to dominate the bridal and red-carpet gown space and it looks like they aren’t backing down anytime soon.
Atto TettehSpeak about urban menswear brand in Ghana and no doubt Atto Tetteh would be listed. Slowly, slowly, Atto Tetteh is creeping into the fibre of Ghanaian fashion industry to become one of the favs for many fashion enthusiasts. Earlier this year, they launched their new collection called “Patched 18” which featured a wide range of beautiful pieces for both men and women. They also participated in SA Menswear Week in South Africa where they shot editorial campaigns with other creatives for their collection. The likes of Manifest, Sarkodie, Ameyaw Debrah, Okyeame Kwame and a host of others have all be spotted in an Atto Tetteh.
They crowned the year winning the Menswear Designer of the Year at Glitz Style Awards. I see this brand making greater strides in the coming year.
SelinabebSelinabeb is an accessory brand. Earlier this year, the designer showcased at New Orleans Fashion Week which was featured on major media platforms across the country. She has been one of the Ghanaian designers that has garnered a lot of media features through interviews, fashion shows and exhibitions. She participated in Glitz Africa Fashion Week where she showcased her “Mama Africa” Collection in honor of her late mother and has exhibited at several trade events both in Ghana and outside Ghana.
The brand received 2 nominations this year at both Glitz Style Awards and Accra Fashion Week Awards as the Accessory brand of the Year. Personalities such as Nicole Parker, Dentaa, Nikki Samonas, Kokui Selormey, Bozoma Saint John and many others have been spotted carrying a Selinabeb clutch or handbag.
Though a challenging year for Selinabeb, she has managed to keep the brand visible and one can only be confident of a greater year in 2019.
Velma AccessoriesThis year has been a great one for Velma’s Accessories. Starting off the year with an exhibition in London at the ‘Great Hat Exhibition’ and going on to launch their spring collection during their Fashion Expose dubbed “Velma’s Garden” which also introduced their men’s hat collection. Throughout the year, the brand has partnered several designers such as Ophelia Crossland, Christie Brown, Duaba Serwa, Lauren Haute Couture amongst others to launch editorial campaigns. They also participated in the Radiance Wedding Fair and later launched their AW18 Collection “Sheisaqueen” Collection which was showcased during the Glitz Africa Fashion Week 2018.
Velma was crowned the Accessory Designer of the Year at the 2018 Glitz Style Awards and have secured a number of media features including being featured in Nigeria’s Pleasures Magazine.
Sima BrewWe have all come to know and love the Sima Brew brand. Known to create very detailed and stunning looks with each piece, the designer continues to shine through several campaigns they have launched in the year. Starting off the year, she was out doored at a media event by Zylofon Media as the Fashion Icon and Representative for the label. This year, the brand launched 3 Collections. The “Dream Collection” which featured Berla Mundi in a number of Bridal Gowns, “Timeless Collection” which featured Selly Galley in striking dresses and gowns and then the “Obaapa Collection” which featured Empress Jamilla in Traditional Kente Inspired Gowns.
Sima Brew also opened its own Sima Brew Fashion Business Faculty. They were nominated for an international Achievement Recognition Awards as Best Female Designer 2018 and showcased at the London Fashion Week Runway. It’s been a great year for Sima Brew as they are constantly on our feeds and timelines feeding us with new and exquisite designs.
Abrantie the GentlemanAbrantie The Gentleman is not new to pushing the PR button each year. Especially for the designer, you are most likely to see him at every major fashion related event happening in the country. Similarly, he engages in interviews and speaking opportunities all of which are strategic ways to keep the brand visible. This year, they participated at the Mercedes Benz Fashion Week, Accra where they showcased the “Grey of Greatness” Collection and had earlier outdoored the ‘NAA 345 Collection’. His bespoke suits and traditional wears are the go-to for any would be groom and has collaborated with Vlisco to create designs for their showroom.
They were nominated as the Menswear Designer of the Year at the Glitz Style Awards.
Being the Swarovski West African Ambassador for the past few years, this brand has become a force to reckon with when it comes luxury and haute couture in Ghana. Earlier this year, she was selected among few international designers to display her gowns at the Swarovski Exhibition in Dubai.
Ophelia Crossland won Womenswear designer of the year at the Glitz Style Awards and also showcased their “Ethreal” Ready to Wear Collection at the Glitz Africa Fashion Week as well as participated at the Wedding Radiance Fair.
They launched a series of stunning collections among which were the “Malaika Collection” and the “Wedding Guest” Campaign.
Charlotte Prive Charlotte Prive this year has been working to project another value of the brand which is one that is sustainable and dedicated to making change in the environment. Earlier in the year, they partnered with Water Aid Ghana to produce a collection dubbed “Fashion for Change”. The designer also organised a masterclass which was aimed at helping designers build careers in fashion design. They held their 2ndedition of “My Christmas Wish” fashion show which attracted many fashion enthusiasts and customers and have had an active social media presence which constantly fed our timelines with what they are up to and who they are engaging.
YartelCall him the new kid on the block. He may be young in the industry but this year has been a good year for the brand. You are most likely to guess right when you spot a Yartel piece especially because of the choice of fabric and design silhouette. A good number of celebrities that have been seen in a Yartel among which are the 2ndLady Samira Bawumia, Becca, Zynnel Zuh, Sandra Ankobia, Efya, Claudia Lumor, Joselyn Dumas, Anita Erskine and a host of many others. Yartel pieces were featured on two magazine covers, Glitz Africa Magazine and Agoo Magazine and won the emerging designer of the Year at the Glitz Style Awards 2018. They also debuted their collection during the Glitz Africa Fashion Week. With such remarkable brand positioning for this year, 2019 can only get better for this brand.
Wear GhanaWear Ghana brand may be synonymous to “Wear Ghana” campaign but what has gained a lot of traction is the “GIGI Collection” by the brand. The GIGI which was launched few years back has come to stay as their signature piece. Currently available in different styles and colors, you are likely to identify a GIGI when you do see one. They have also partnered organisations, individuals and churches to customise their own GIGI which I think is a brilliant strategy. Personalities such as Lucy Quist, Esther Cobbah, Boris Kodjoe, Bozoma Saint John, Okyeame Kwame and your everyday person is spotted in a GIGI. Their social media engagement strategy has been very impressive and this has turned friends and clients into loyal customers and ambassadors. Wear Ghana also organises period activities such as “Free Ur Style Friday” and Corporate Tours in collaboration with other creatives as a way to connect with customers who share a common interest in fashion, music and dance. Their brand visibility and strategy this year is commendable and worth noting.
Expectations for 2019
Going into 2019, I wish designers and fashion entrepreneurs would understand that every effort they make would go a long way to create their brand image which doesn’t happen by chance. They need to be creative, research and know about the industry they work in and understand the business of fashion, create unique brand identity, invest in Public Relations to promote their work. Have a Merry Christmas and look forward to a an awesome new year.
This post was originally published on the Business and Financial Newspaper on 21/12/2018
Faith Senam Ocloo Fashion Public Relations Fashion I Beauty I Lifestyle I Arts
