The Pattern of Sustainable Luxury
New York, New York on May 2013, Adirée announced its African Fashion campaign theme “The Pattern of Sustainable Luxury, ” for its New York installation of Africa Fashion Week. This year the main event – the runway show- is scheduled during New York Fashion September 10- 17 2015
Our editorial campaigns have been featured in magazine such as Destiny Magazine South Africa, Elle South Africa, Elle Bulgaria, and Black Enterprise. Our campaign, The Pattern of Sustainable Luxury, was also featured in the Huffington Post. The Pattern of Sustainable Luxury is our handcrafted narrative about Africa’s ability to redefine luxury while providing opportunities for African Fashion and Luxury for the discerning and ethically-driven consumers. Africa’s perspective on luxury and contemporary branding can be revolutionary, albeit manufacturing on a large scale is a challenge. Brands from Africa have authentic and indigenous stories and in many cases, produce products that are one of a kind.
The Pattern of Sustainable Luxury, is an editorial campaign promoting fashion and luxury from Africa with the capability to redefine ‘luxury’ in a global sense. Fashion from Africa (high-end and other), is known instinctively for prints and patterns and has been a source of inspiration for many global fashion houses. Adirée, since 2009 has promoted Africa’s design talents showcasing their collections through our creative campaigns and marketing installations. We believe that as consumer’s appetite for authentic brands steadily increases, with many demanding ethically-made products, our platforms will continue to push what we’ve always advocated for: Africa’s ability to contribute to the luxury market.
Each year, Adirée Communications brings together numerous activities such as editorial design and advertisements, popup shops, fashion showcases, and cultural exhibitions to promote African Fashion and Luxury while providing consumers with access to luxury items from within and outside Africa.
As leaders in the African Fashion industry, Adirée is a trendsetter. The Pattern of Sustainable Luxury is not only a theme, but a concept with mass appeal not only as a viable entity for Fashion and Luxury from Africa, but also as a means to create sustainable livelihoods. For people who yearn to understand what indigenous high-end brands have to offer, follow Adirée for all things Fashion and Luxury from Africa. We seek to disrupt the way fashion and luxury from Africa is consumed, discussed and shared. Ours is story with an ethical footprint, from the development of indigenous designs like the Adire fabric to the marketing and commercializing of these designs to the global consumer. Adirée is on the pathway to making fashion and luxury that didn’t just make us “feel” better, but actually improves the quality of life. The Pattern of Sustainable Luxury is a conscious fashion statement, a movement meant to be followed by others.
To bring the theme, “The Pattern of Sustainable Luxury” to life, Adiree along with the designers who presented during AFW 2013 teamed up . Designers included:
Cinnamon & Pearl
Demestiks New York by Reuben Reuben
Khadija Moroccan Caftan NY
AFW proclaimed by Mayor Michael Bloomberg of New York City, is set to include exhibitions, industry networking events and runway shows that hosts 21+ designers from an array of African countries as well as those of the African Diaspora. Over the past few years, the fashion industry has begun to take a liking to African fashion, including online publications Raine Magazine, print publications Black Enterprise, ELLE magazine-the world’s largest selling magazine publication, which has ultimately contributed to the growth of AFW and the African fashion industry as a whole. For more information, please visit: www.afwny.com
ABOUT ADIREE :
A luxury group & lifestyle branding firm conceived to develop solutions, media, marketing & retail installations. We provide globally-minded & eco-conscious consumers with modern, exciting & sustainable alternatives to connect to Africa and meaningful programs. We curate, bridge, & develop partnerships between the world & Africa.
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