2016 has been not been an impressive one for the fashion brands. That notwithstanding, some few brands have still managed to push further and keep working to create some visibility for their brand. Some established brands are fading off whiles some emerging brands have made good in roads this year and 2017 could only get better for them.
Below are my 10 Fashion brands in Ghana that have worked pretty hard this year to put their brand on the radar and create brand presence both online and offline through fashion events and shows, lookbook/collection launch, product/celebrity placements, media features, awards amongst others.
- Sima Brew
This brand has become the go to for many female celebrities. There was no single major event in 2016 that won’t see a celebrity in a Sima Brew Gown. Celebrities such as Selly Galley, Zynnell Zuh, Berla Mundi, Becca, Joselyn Dumas amongst others have been seen in one Sima Brew dress or the other.
The brand also won Red Carpet Designer at the Glitz Style Awards 2016 and Designer of the Year at the Ghana Fashion Awards and also showcased at the Glitz Africa Fashion Week 2016. With such remarkable brand positioning, 2017 can only get better for this brand.
- Abrantie The Gentleman
This brand is almost becoming one of the strongest brands in Ghana. They have remain consistent over the last couple of years. They launched 2 collections in the year; AYEYI and GMAN Collection with a buzz on both traditional and social media.
ABT The Gentleman showcased at the SA Menswear Week, African Fashion Week Amsterdam, Durban Fashion Fair and Mercedes Benz African Fashion Festival. The brand was also nominated as Designer of the Year at Glitz Style Awards and Ghana Fashion Awards and won Designer of the Year at Afroma Awards. Their brand visibility this year is commendable.
- Totally Ethnik
Totally Ethnik one of the top fashion brands in Ghana have launched 2 collections this year; Dolce Vita and Colors of the Earth which gained several features in top fashion blogs and also generated several media buzz.
Totally Ethnik showcased at the Mercedes Benz African Fashion Festival and Glitz Africa Fashion Week. They were also nominated for Glitz Style Awards and Afroma Awards as Designer of the Year.
The brand have worked in creating not just presence in Ghana but also in Lagos, Abidjan, Kampala, Kigali, Paris, Geneva by stocking their pieces in shops and also organized private sales events in several cities. Celebrities such as Omotola Jalade Ekeinde, Bolinto, Sandra Ankobia, Toke Makinwa have been spotted rocking a Totally Ethnik dress. I see this brand making greater strides in the coming year.
- Atto Tetteh
This brand is one of the emerging brands that have made great inroads this year. They started off the year participating at the Accra Men’s Fashion Week and then at the Glitz Africa Fashion Week. Their 2016 collections Tohazie and Artisan have been really impressive.
They were nominated as Emerging Designer at the Glitz Style Awards and won Emerging Designer at the Ghana Fashion Awards. Celebrities such as Stephen Appiah and Okyeame Kwame have been spotted in an Atto Tetteh outfit. With such progress made already, we can look forward to better 2017.
- Christie Brown
Being one of the ‘role models’ in modern day Ghanaian fashion, Christie Brown has managed to still keep up with being on the list of top fashion brands that have still been pushing hard to keep up with their brand presence. Even though this brand did not participate in any fashion show all year through in Ghana, they however launched 2 collections which created a buzz among fashion lovers all over including a feature in the Teen Vogue.
- Charlotte Prive
Charlotte Prive this year worked on making their brand visible at most trade and exhibition events held all year through as this earned them great brand presence within the fashion space. They won Designer of the Year at Glitz Style Awards and also participated at Flower and Garden Show event organized by Stratcomm Africa.
- Studio 189
This brand which recently opened its shop in Accra launched its first collection in 2013. They recently showcased at the Lagos Fashion and Design Week, being the only brand from Ghana to have participated at that event. They have gained several media features among which were a feature in vogue.
One of the very few accessory brand, Selinabeb has continued to create visibility for its fashion brand by introducing a collection called the Stars Collection which featured several top Ghanaian celebrities such as Sandra Ankobia, Joselyn Dumas, Berla Mundi, Kokui Serlomey and Victoria Michaels.
They participated at the African Jewelry and Accessory Fashion Week and Glitz Africa Fashion Week and also won High End Fashion Accessory at the Feminine Ghana Achievements Awards and also participated at several trade fairs among which was the annual Guba Expo event in London.
- AfroMod Trends
Being a ready to wear line, Afromod Trends brand’s marketing strategies have made it the go to brand for many smart and easy going women. Their collections for 2016 Elegance Fugu and Canvas of Dreams gained some media attention.
Celebrities such as Sandra Ankobiah, Naa Ashorkor, Yaayaa are mostly seen wearing Afromod Trends at different events and created some visibility for the brand.
- Brommon Bespoke Menswear
Brommon Menswear is one of the top handmade suits based in Ghana. The brand has become a strong force within the menswear space. Prior to its launch and after its launch mid this year, the bespoke brand has position itself as a go to for menswear style inspiration. Personalities such as Nana Asante Bediatuo and Bola Ray have been seen severally in a Brommon piece.
My expectations for 2017
Going into 2017, I wish designers and creative entrepreneurs be more creative through research, learning and investing in building strong and recognizable brands that match global brands.
By Faith Senam Ocloo
The writer is the founder of E’April Public Relations, a boutique PR firm. Senam is a fashion public relations specialist with interest in fashion, beauty and lifestyle. She can be reached on +233272686959, email@example.com, @senamapril on Instagram and @faithsenam on Twitter.