Abstract

<p>Fashion has deep roots in African culture, evolving over centuries in unique and localized forms. Prior to industrialization, individuals often crafted their own clothing or worked closely with bespoke tailors to create distinct, personalized garments. Mass production of fashion trends for global markets is in its infancy in Africa, and this landscape carries both strengths and weaknesses. In Ghana, the fashion system prominently features bespoke garments, fostering a competitive environment that fuels creative fashion design. For example, the kaba and slit couture in Ghana continually introduces a myriad of new designs to the bespoke market, making it a vibrant sector within the country's fashion industry. This local fashion system is distinctive in the sense that those who wear bespoke garments become walking models, displaying their unique kaba and slit designs at various social occasions. A communal lifestyle in African society means that social events serve as participatory runways, where attendees keenly observe new designs. This dynamic contributes to the rapid dissemination of fashion trends, with attendees often inspired to mimic or modify these styles. However, one notable weakness of this system is the perpetuation of designer anonymity, as many creators operate without recognized brands, and they are often undercompensated for their creative designs due to limited mass production.</p>