Last month, from July 22 to 26, we were immersed in a dynamic week in Cotonou, Bénin. We celebrated innovation and cultural fusion, with the creative community through two landmark events: Design Week, driven by Africa Design School, and the 7th edition of Benin Fashion Month, organized by the Ministry of Arts & Culture and operated by ADAC, an operational agency for Arts & Culture. These gatherings marked Benin’s ambition to position itself as an African reference in the creative and textile industries, asserting a strong identity rooted in heritage yet truely future-oriented.

Often dominated by cities like London, Paris, Milan, and New York, the fashion world is increasingly influenced by West African trends. Brands such as FREE THE YOUTH (Ghana), Pith Africa, Severe Nature & WAF (Nigeria) are establishing themselves locally and building bridges with international brands such as Patta (Netherlands). Their growth is driven by a dynamic, highly connected youth market—half of the African population is under 25—and a growing middle class, representing nearly 35% of the continent's population.