From the vibrant streets of Johannesburg to the bustling expo halls of Changsha, African designers are making strides to captivate the hearts of fashion enthusiasts in the Chinese mainland. Embracing a vision of cross-continental collaboration, these creative minds are eager to bring the uniqueness of African fashion to China.
“I think African businesses need to be in China, the way Chinese businesses are in Africa. It’s time to exchange both ways, and I think that the market is ready,” said Thula Sindi, a renowned South African designer. Showcasing his exquisite garments at the recent China-Africa Economic and Trade Expo (CAETE) in Changsha, Sindi is set on establishing a presence in Shanghai.
Sindi, who operates AfricaRise stores in Johannesburg and Pretoria, brought a selection of creations from various African designers to the expo. “I’m in talks about how we can open a shopping space in Shanghai,” he shared. “Shanghai is very cosmopolitan and truly the gateway to China. Logistically, it will be easier to establish online shopping, deliveries, and exchanges there. This is the logical next step.”
Emphasizing the timeless nature of African fashion, Sindi believes that their strength lies in offering unique, high-quality pieces. “We are not competing on price or trendiness; we are competing on quality of design and uniqueness. We create pieces people can truly treasure,” he explained. “The Chinese market is very similar to ours. We both have long histories and are redefining modernity. Fashion is a big expression of that. That’s why I brought the AfricaRise collection to Changsha—to share our vision and the uniqueness that comes from Africa.”
David Tlale, another celebrated South African designer, is also exploring opportunities in the Chinese market. Attending CAETE with the International Trade Centre, Tlale engaged in seminars and business matchmaking to pave the way for his expansion plans.
“South Africa is still my home and base where all our designs and samples come from,” Tlale said. “We need to start exporting them to China, showcasing designs here, and getting them into retail stores. Learning and adapting to the technology that comes out of China is important so we can be competitive, especially in terms of price points. This is a process where you need to protect your intellectual property and follow the right protocols while establishing business in China.”
Tlale is keen on learning from China’s technological advancements to broaden his brand’s reach. “As the cross-pollination between Africa and China grows, it’s important that we start understanding and being part of the system,” he noted. “It’s easy to judge from the outside until you get here and see the technology, the advancement of life, and the business of fashion—it’s amazing. Learning from China is the only thing to do.”
Hannah Ryder, CEO and founder of international development consultancy Development Reimagined, which runs the Africa Reimagined project, sees great potential for African luxury goods in the diverse Chinese market. “We are looking for African brands that showcase the differences across the continent and offer something special, such as sustainability, unique creation methods, or specific fabrics,” Ryder said. “That’s perfect for China. As Chinese consumers become more middle-class or upper-class, they are looking for something unique and different, and that’s where the African offering comes in.”
She added, “It has not only been the interest of individual consumers but also buyers and retailers. Hopefully, some of our brands will have a physical presence in the Chinese mainland very soon.”
