Cultural renaissance and economic transformation 1/2
As I was concluding my week in Lagos with a final meeting at 5:30 pm last Tuesday, I reflected on the vibrant energy of the new cohort of the Lagos x Paris Accelerator. Among the standout alumni from last year's cohort is Abasiekeme Ukanireh, the founder of Eki Kéré, a brand that has captured the vibrant energy of Lagos with an innovative blend of traditional Ikot Ekpene (south of Nigeria) craftsmanship, modern silhouettes and sustainable practices.
As Éki, the ambitious mother of two, settles into her chair with a deep exhale, the weight of her day at the workshop is evident. Her current challenge ? To producing 5,000 pieces for the upcoming summer season —equivalent to her entire 2023 and 2024 output. Éki's vision for 2025 is even grander, with plans for roadshows across the US, Côte d'Ivoire, and France. It's a bold move, marking her first foray into direct global expansion, a deviation from her usual reliance on retailers.
"I want to connect with my clients directly," Eki explains, her eyes bright despite the fatigue.
"To hear their stories, their feedback. It's about more than just sales; it's about understanding the impact of our creations."
Éki Kéré's journey is a testament to the power of cultural revival through sustainable fashion. Inspired by the age-old art of raffia weaving, Éki has breathed new life into this traditional craft, transforming it into a global phenomenon that marries African heritage with eco-conscious modernity. As we delve deeper into our conversation, it's clear that Eki Kéré is more than just a fashion brand; it's a vibrant symbol of Africa's creative renaissance. In a world hungry for authenticity and sustainability, Éki's vision stands as a beacon of innovation, proving that with passion and ingenuity, cultural heritage can indeed become a source of wealth.
As the world younguest’s continent economy is emerging, a powerful narrative is unfolding with stories such as Éki,s. While conventional wisdom often casts doubt on creative pursuits, viewing them as risky career paths, a new generation of visionaries is rewriting the rules of success in the complex african context.
For nearly a decade, with digitalization, Africa's rich cultural heritage has been undergoing a remarkable metamorphosis thanks to creative entrepreneurs. The continent is no longer just a source of pride, it's becoming a wellspring of wealth, offering transformative opportunities across various creative sectors : Fashion, design, Contemporary crafts, Cosmetics, beauty as well as Contemporary art.
The trailblazers are not just making the best of these opportunities; they're driving a cultural and economic renaissance through their innovative ventures in the cultural and creative space.
The Challenge: Bridging the Data Gap
Despite this surge of creative energy, a significant hurdle remains: measuring impact and understanding the needs of these visionary entrepreneurs. Two key factors contribute to this challenge:
Many creatives start in the informal sector, making traditional tracking difficult.
Existing research often relies on macro-level data, lacking the nuanced insights needed to drive meaningful change.
To address this critical gap, we've partnered with Kasi Insights, a leading decision intelligence platform covering 21 key African markets. Together with a team of dedicated journalists, we're embarking on an ambitious journey to:
Interview a substantial number of creatives
Explore their unique paths and challenges
Decrypt the informal nature of many creative journeys
Understand the strategies of those breaking through continental constraints
Our ultimate goal ? To answer the pivotal question :
How are creative entrepreneurs in Africa transforming their cultural heritage into wealth?
We believe that fostering a self-sufficient creative economy is the key to sustainable wealth creation and equitable distribution across the continent. By providing institutions, investors, and aspiring entrepreneurs with a clear roadmap, we aim to catalyze a new era of growth and opportunity in the world's youngest continent.
Tag along, as we uncover the stories, strategies, and successes that are shaping Africa's creative revolution.
Heritage as a catalyst for Creative Industries
Africa’s cultural heritage is a treasure trove of inspiration for global creative industries. From the vibrant textiles of West Africa to the intricate beadwork of Southern Africa, traditional craftsmanship has long been a defining feature of African identity. Today, these traditions are being revitalized and integrated into modern consumer goods and collectibles.
Contemporary Art : African artists are pushing the boundaries of visual expression by blending traditional themes with modern techniques. Artists like Serge Attukwei Clottey, Otobong Nkanga, and El Anatsui are renowned for their innovative use of recycled materials, exploring themes of sustainability, identity, and cultural heritage. Their works not only reflect the continent's rich storytelling traditions but also address pressing environmental issues, making them highly sought after in global art markets.
Contemporary crafts, design and collectibles: Designers such as Cheick Diallo, Nifemi Marcus Bello, or Ousmane Mbaye are reshaphing contemporary crafts with design through locally sourced materials. Their furniture and collectibles pieces merge functionality with cultural storytelling. These creations not only preserve artisanal skills but also cater to collectors seeking unique creative signatures .
Fashion: African designers are redefining global fashion narratives by blending traditional techniques with contemporary aesthetics. For instance, designers like Imane Ayissi, Akosua Afriye Kumi, Abasiekeme Ukarineh have elevated materials such as raffia into high fashion, showcasing their singular work on international runways to global audiences. Sustainability is also at the forefront, with many African brands embracing eco-friendly practices to combat fast fashion's environmental toll.
Beauty: The beauty industry is seeing a surge in demand for products that celebrate diverse skin tones and hair textures. Brands such as Suki Suki Naturals, KOBA Cosmetics, LYVV Cosmetics, and Kaeme Beauty are at the forefront. They use sustainable African-sourced ingredients to craft products tailored for women of color. This shift not only promotes African botanicals but also supports local communities and sustainable practices. As the market grows, these brands are redefining beauty standards and empowering consumers to embrace their natural features.
This balance of tradition with contemporary stories positions Africa as a leader in crafting unique experiences that honor its heritage while inviting other continent to the conversation.
The Untapped Potential of Africa’s Consumer Market
Africa's consumer market is one of the fastest-growing in the world. By 2025, nearly one-third of African households have discretionary income, contributing significantly to global consumption growth.(1) This burgeoning middle class is young, urbanized, and eager for products and collectibles that reflect their identity, hence the growth of traditional European retailers such as Auchan, Carrefour and Super U in West Africa or the growth of major platforms for art and creativity such as Dakar or Lagos.
However, much of what Africans consume today—whether in fashion or home collectibles—is imported. This reliance on foreign goods represents a missed opportunity for local production. If African creatives could produce what their communities consume, it would not only reduce imports but also create millions of jobs across the continent. For example:
The creative industries already generate $4.2 billion annually in Africa, with potential revenues projected at $20 billion if adequately supported (2).
Countries like Nigeria demonstrate how creative sectors can significantly contribute to GDP—$1,8 billion annually in this case—while fostering job creation (3).
By investing in local production and branding strategies that emphasize authenticity, African businesses can tap into this vast market while fostering economic independence.
Empowering Youth: The Key to Unlocking Potential
Africa’s youth represent its most valuable resource. By 2050, one-third of the world’s youth will be African(4). This demographic advantage presents an unparalleled opportunity to shape a future driven by innovation and creativity.
Empowering young Africans through education and vocational training is critical for building a skilled workforce capable of driving growth in creative industries. Initiatives like integrating traditional craftsmanship with contemporary design education have already shown promise in revitalizing artisanal practices while creating sustainable career paths. Additionally:
Digital platforms are enabling young creatives to connect with global audiences, bypassing traditional barriers to market entry.
Youth-led startups are revolutionizing sectors like e-commerce and digital media, showcasing how technology can amplify Africa’s creative output.
Supporting this demographic through mentorship programs, funding opportunities, and policy reforms will ensure that their talents translate into tangible economic benefits.
cover image © Gael Ruboneka & Philippe Nyirimihigo for Festival Africana/MoonLook