Africa to the world

WHAT MAKES LOCALLY PRODUCED CONTENT SO UNIQUE TO LUXURY FROM ELSEWHERE?

- FARAH KHALFE

SINCE THE BEGINNING of time, the African continent has been a source of wonder and natural wealth. The world turned to Africa for influence and attainment of things that today form part of our everyday lives – think your morning coffee order or that shea butter moisturizer you love.

Yet, for all its contributions, you could argue the continent has never truly received the same celebration as some of its Western counterparts. That’s, until now.

Over the past few years, a 21st century Pan-African Renaissance has come to the fore. The richness of African music, dance, fashion and indigenous cultures has exploded into global pop culture – and ‘Made in Africa’ has become a new tagline for luxury.

But what makes locally produced content so unique to luxury from elsewhere? For starters, you usually measure affluence by price. But in Africa, it’s cultivated through depth and sentiment. It’s the story you tell, a traditional artisanal technique, an indigenous textile, a celebration of your tribal identity – something you can’t replicate.