AFRlQAN APElRON

Designer

CRYSTABEL GETTY

Category

Women’s / Clothing, Shoes, and Accessories

Brand information / About the designer

―What inspired you to become a fashion designer? Describe developments leading up to the brand launch.

I started my own fashion label as a means of expression. The love to create inspired me to become a fashion designer. I have been making clothes since I was a little girl. I have moments in my mind where I will see an image of a garment I have never seen before in reality and it tortures me until I bring it to life, until then there is no rest.

I would often get frustrated when shopping for a specific garment or a specific look, because I would not find the stuff I would want to wear, that was my biggest motivation to start my own label for I knew I wasn’t the only person that may be facing that issue.

The opportunity arose for me to start my own fashion label due to feedback I received from family and friends from garments I had designed for them.
I carefully researched and selected a name that I felt represented the brands existence and then I set off to source for the production for my first collection.

―What is the brand’s concept? What do you want to communicate through fashion designing? What are the images of men and women you want to project?

Afriqan Apeiron is a lifestyle brand. Our clothes are targeted to individuals that love to explore elements of Africa in their style of fashion. Our designs range from the obvious things like the use of African print fabric to the smallest etiquette such as the use of a cowry or some beads in our garments.

Each range celebrates the journey of women through womanhood. As the woman’s frame changes through each stage of her life she needs garments that constantly compliments her.

―What is your source of inspiration in creating fashion? What is your process of developing a design concept?

My biggest source of inspiration stemmed originally from my mother and her sisters. They were such a Fashionista’s. It was through them I first saw the combination of the two cultures, African and Western.

I would take mental snapshots of current designs that I like and fuse it with traditional detail. Then I would put into consideration where I visualise the garments being worn and that is simply how I create my designs.

―Who are your current stockists (areas, retail formats, etc.)? Describe the typical followers of your brand.

At the moment we sell online through social media websites such as Facebook and Instagram. This way we are able to fully engage with our customers as we are building our brand and we enjoy a one on one interaction with our customers. Our website is currently under construction.

―Which brands, designers, styles and cultures have had the most impact on your fashion designing, and why?

Designers such as Herve Lerger for the simple fact that he really knows how to celebrate the frame of a woman through his designs, Olivier Rousteing knows how to focus on a detail and is constant in keeping it exciting in his design. Duaba Serwaa because I feel she fully understands elegance and has really been able to capture the modern African woman’s needs in being represented as sensual.
When it comes to shoes I admire Jeffrey Campbell, Giuseppe Zanotti they both have a creative way of not only focusing on the feet but creatively decorating a woman’s legs also. I admire Rhianna’s and Lupita Amondi Nyong’o style I feel the two always show they are comfortable in their skin and display their culture in an effortless way. These core values of each of these people have had an impact on our brand.
Also, having lived in both Ghana and North West London you will see elements of urban, punk, retro and African culture in our designs.

About 2014-15 A/W collection

―Why have you chosen Tokyo (or MBFWT) as the venue for presenting your collection?

I have chosen to showcase in Tokyo for the simple fact that I respect Tokyo is a fashion capital and really admire how Japanese people are experimental with their fashion and appreciate something new and meaningful.

―What is the concept / image for your brand’s 2014-15 A/W season?

The theme for AW14-15 is Romanticism. We will further explore the ‘SimoQin’ concept combining different smocking techniques into our design.

―What is your vision for your show / installation?

There will be a display of vibrant colour, a challenged theory of design and an array of the sound of drums and dance.

Future

―What are your brand’s future outlook and goal for 2014?

Our outlook for 2014 is to continue to work towards becoming the first Afro-centric brand recognised worldwide. Our goal is to have concessions in a respectable and well-known retailer and to increase our stockists.

About TOKYO

―What does Tokyo represent for you?

Tokyo to me is a place of beautiful people and culture. Tokyo represents forward thinkers and innovators. I totally admire the spirit of the people.
This will be my first time visiting Tokyo and I look forward to it. I have heard great things about the people and places.

―Which parts / sites of Tokyo do you like most? Why?

I am not too familiar with the shops out there but I am so eager to learn and discover the fashion culture and traditions.