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.

In the world of fashion, few materials carry the weight of history and culture quite like raffia : the humble yet extraordinary fiber from the raffia palm, has been woven into the cultural fabric of African heritage—adorning ceremonial attire from Benin to Cameroon, and masquerade costumes from Burkina Faso or Nigeria.

This Beninese cultural renaissance is a model that many countries could draw inspiration from, demonstrating that with ambition and creativity, it's possible to transform a rich heritage into a powerful lever for the future.

From the moment I arrived at the airport, my stay in Cotonou started on a discordant note. My luggage, misplaced somewhere between Geneva and Cotonou, was nowhere to be found. A mishap that I hoped wouldn't set the tone for the rest of this short four-day trip.

While African countries, individually, regionally, or on a pan-African scale, are still struggling to adjust their policies and recalibrate their strategies to effectively protect their domestic market, it is crucial to act quickly at the business level. Pending a coordinated and effective response from governments, it is imperative to propose concrete strategies to strengthen the resilience of local brands and reposition them distinctively in the market.

The objective, to catalyze a creative synergy within the Foumbanese community: to bring together the different actors of crafts - established artisans, students and apprentices - from various specialties such as foundry, pottery, sculpture and manual engraving. By bringing them together in a space dedicated to innovation over a concentrated period, the program seeks to stimulate collaboration...

In this digital-focused perspective, crafts are often overlooked. They are not integrated into this vision of development and do not benefit from specific programs, adequate funding or in-depth training.