By Sarah Ibui
My journey into African fashion began long before I realized it. It started during the quiet, disorienting months of the COVID-19 lockdown, when books became both my escape and my mirror.
That was when I found myself intentionally searching for people who looked like me in the pages I read. I sought stories where Black and African women were the main characters—stories that reflected a life I recognized as an African woman.
Through African and Black literature, I found representation that grounded me and reminded me that our stories matter.
But once you begin to see yourself clearly in one place, you start searching for that same affirmation everywhere else. That literary journey opened the door to something unexpected: a deep curiosity about African fashion.
I have always loved fashion; growing up, I would go to the tailors with my mother, seeing posters of thirty different kitenge styles taped to the walls. Those early memories planted a love for creativity and clothing.
Over the past few years, that curiosity has grown into commitment. Today, I am proudly building a wardrobe composed mostly of African fashion brands, pieces that reflect my identity, my continent, and the creativity that has always been a part of it. And this doesn’t always mean colourful, bold pieces; it’s also reflected in the everyday ‘basics’ I wear.
Social media accelerated that transformation. TikTok, Instagram, and even the smallest corners of the internet have become windows into African fashion ecosystems that many of us would never discover otherwise.
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Through reels and style videos, I found designers whose artistry moved me—designers in Nigeria, Kenya, and Ethiopia. But admiring a dress online is one thing; getting it into your hands when you live in Addis Ababa and Juba is a different battle altogether. Every purchase comes facing digital and logistical barriers.
I discovered ShopMona, a Nigerian brand that now occupies a significant portion of my wardrobe with its beautiful dresses and Adire sets. I found Mischelle Sebi, a Kenyan brand, where she tailored wide-leg trousers to perfection.
And zewd_design—a fashion designer based in Addis Ababa—has become both a creative partner and a friend. Together, we have crafted some of the most meaningful pieces I own.
Then came the first challenge: payments. The first time I tried to order from a Nigerian brand, the website simply would not accept my banking details. \
I refreshed the page, re-entered my information, tried different cards, but nothing worked. This is a challenge many Africans know too well: we can see the products, we can afford them, but we cannot access them.
Meanwhile, in East Africa, I can easily use M-Pesa to purchase items from Kenya. One continent, two very different realities shaped entirely by infrastructure.