Africa Fashion Week Creates Heat Waves in New York and Reinforces the Purpose of African Designer Brands Competing in a Global Arena

FOR IMMEDIATE RELEASE

Africa Fashion Week Creates Heat Waves in New York and Reinforces the Purpose of African Designer Brands Competing in a Global Arena

Africa Fashion Week New York, produced by Adirée, took place from July 14th to July 16th in the Broad Street Ballroom in New York City’s financial district. USAID East Africa’s Competitiveness and Trade Expansion (USAID/COMPETE) program sponsored the winner of Origin Africa Fiber to Fashion 2011, Fikirte Addis, for a chance to enthrall the fashion capital at Africa Fashion Week (New York) (AFWNY).

USAID/COMPETE is geared to expanding trade within East and Central Africa and abroad. It tailors its assistance to African businesses in four sectors: textiles/apparel, cut flowers, commercial home décor/fashion accessories and specialty foods. USAID/COMPETE partnered up with Adirée for a common goal: to give talented African entrepreneurs, such as designers a platform to showcase their design, and promote their brands and raise their visibility on a global fashion stage.By sponsoring Fikirte Addis, USAID/COMPETE offered the designer the opportunity to shine through her designs and impress New York’s fashion scene; not an easy task as the fashion industry in New York is hard to break into, especially for an African woman.

Yet, Addis successfully managed to garner recognition on the runway at AFWNY. In addition to her feature in the Washington Post, during a Showroom Adirée event in early June, her designs, solely made of handmade Ethiopian traditional fabrics, caught the eyes of celebrity stylist and image consultant Ugo Mozie whose clients include Kelly Rowland, Kelis and Elle Magazine. Mozie quickly expressed interest in using Addis’ pieces for his future shoot. Singer, actor and record producer Omarion and Paul Wharton, first seen as the popular Model Coach from MTV’s MADE television series, and recently seen as a stylist on the The Real Housewives of DC, both were in awe with Addis’ collection. Audience members accompanying the Paul Wharton snapped his fingers twice in the air when Addis’ designs were coming out in a gesture of approval and appreciation.

By taking the initiative to become involved and support East African designers such as Fikirte Addis, USAID /COMPETE  gives them the opportunity to come to the fashion capital, represent East Africa and fulfill their dreams of showcasing their designs to a global audience. It is one of a kind opportunity for designers to raise awareness about their brands and become more competitive in the international marketplace. Adirée uses its marketing and business strategies to do the same. The partnership creates a solid foundation for a platform,that platform being Africa Fashion Week | New York (AFWNY).

AFWNY is produced by Adirée and includes runway shows hosting 25+ designers from various countries in Africa and those of the African Diaspora. For more information, visit www.afwny.com.

About USAID/COMPETE:

USAID/COMPETE is the US Agency for International Development’s  regional program that is working to improve trade in East and Central Africa.

About Adirée:

Adirée, based in New York, NY, focuses on event production, organization, and consulting for small to medium size clients in the areas of Fashion, Art, and Culture. Our motto, Luxury Brands Focused Globally, stems from our belief in assisting international brands in competing in rivalrous markets such as New York.

Adirée │Public Relations

pr@adiree.com

www.adiree.com

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