It is essential for cultures to preserve their cultural identity because the traditional values on which cultures are founded are easily identified by the pace at which the cultures acknowledge and accept modernisation. Today, the media plays an important role in reinforcing the bond between western clothing and African clothing while encouraging African countries to preserve their cultural identity.
Pictures obtained from Google
Therefore, the African fashion industry helps cultures celebrate their culture because the traditional attires from the different African country each emphasize the beauty that exists within their cultures. The clothes are unique because the clothes contain mixture of both western and African texture to make the clothes fashionable and appealing. Although, the outfits contain western style the clothes enable people identify with their cultures while making fashion statements. The choice of colour and how the clothes are designed carry purpose and meaning such as status, wealth, tribe and ethnicity. For instance, the clothes that Nigerian wear is different from South African traditional attire but they all carry the same idea which is representing their cultures.
Despite Africa been among the seven developing economies in the world the African style industry has not received as much attention and required and although the African fashion industry now enjoys the presence of the media, governments are doing little to support the industry and as a result the African fashion industry could be considered funded by the private sector. The idea that African designers are making it on the international market is a sign that the world is actually acknowledging the importance of African fashion while attracting investors.