“Fashion is a popular style, especially in clothing, footwear, lifestyle products, accessories, makeup, hairstyle and body. Also, it is a distinctive and often constant trend in the style in which a person dresses. Fashion can also be considered as the prevailing styles in behaviour and the newest creations of designers, technologists, engineers, and design managers”.
That was how Ms Mawuena Ami Yomekpe, the Founder and Chief Executive Officer of Afro Mod Trends, described fashion during an industry and stakeholder engagement briefing session at the ModShop in Accra during the launch of the latest collection by the wholly Ghanaian fashion brand.
Named “Femmes de Force”, a French phrase meaning women of strength, the collection embodies the empowerment and confidence that a stylish and well-tailored outfit can exude in a woman. Very unique from previous collections, it features work appropriate fabrics like plaids and stripes with accents of wax prints made into stunning corporate outfits thus dispelling the notion that wax print outfits can only be worn on Friday.
According to Ms Yomekpe, the new collection, “Femmes de Force”, is a clarion call for all women to “GET UP, DRESS UP AND NEVER GIVE UP”! Prior to the launch, AfroModTrends rolled out the campaign for the work edit collection under the tagline “Beauty lies in all shapes”.
“The essence of the media campaign is to show that AfroMod as a brand and an entity caters for every woman. AfroMod is for women of all sizes and that also explains why we selected all classes of women and from all walks of life to be in AfroMod outfits for the campaign”, she added.
The “Femmes de Force” collection is available for sale at the ModShop at Osu, close to Photo Club and also online at www.afromodtrends.com.