Fashion or Colonization: How African Style Evolved in a Globalized World

Africa holds a unique place on the world map. From its vibrant prints to its rich natural resources like diamonds and gold, the continent’s identity is unmistakable. Yet, when it comes to fashion, hairstyles, clothing, and home décor, many Africans and African Americans often adopt European styles. Is this a matter of fashion choice, or is it a legacy of colonization? This question opens a complex conversation about identity, history, and cultural expression.

Dress designed and created by African Designer Imane Ayissi

The Roots of African Style

Africa is the original birthplace of humanity, with a history that stretches back millions of years. Its cultures developed independently, creating distinct styles in clothing, hairstyles, and art. African prints, for example, are not just decorative; they tell stories, signify status, and connect communities. The mechanisms behind African craftsmanship, such as goldsmithing and diamond cutting, are deeply rooted in the continent’s heritage.

Despite this rich history, colonization systematically erased or diminished many African cultural expressions. European powers imposed their own aesthetics and values, often dismissing indigenous styles as inferior or primitive. This created a tension between preserving African identity and adapting to imposed European norms.

Fashion as a Form of Identity and Resistance

Fashion is more than just clothing; it is a way to express identity without submission. For Africans and African Americans, adopting European styles can sometimes be a practical choice, influenced by globalization and access to materials. But it can also be a form of resistance and reinvention.

Many African designers today blend traditional elements with modern fashion, creating styles that honor their roots while engaging with global trends. For example:

• Ankara prints are used in contemporary cuts and styles that appeal worldwide.

• Hairstyles like braids and dreadlocks have been reclaimed as symbols of pride and cultural heritage.

• Home décor often mixes indigenous patterns and colors with modern design, reflecting a hybrid identity.

  
  

This blending shows that African style is not static; it evolves while maintaining a connection to its origins.

The Impact of Globalization on African Style

Globalization has made the world more connected, but it also brings challenges for cultural preservation. European fashion brands dominate many markets, influencing what is seen as stylish or desirable. This can pressure Africans and African Americans to conform to these standards.

At the same time, globalization offers opportunities:

• African designers gain international platforms.

• African textiles and craftsmanship reach new audiences.

• Cultural exchange fosters innovation and creativity.

  
  

The key is balance: embracing global influences without losing the distinctiveness that makes African style recognizable.

African interior design

Recognizing African Contributions Beyond Fashion

It is important to remember that African influence extends beyond visible style. Diamonds and gold from Africa power industries worldwide, and the craftsmanship behind these resources is uniquely African. This heritage is often overlooked in discussions about fashion and culture.

Acknowledging these contributions helps shift the narrative from one of colonization and loss to one of resilience and innovation. African style, in all its forms, is a testament to a history that refuses to be erased.

Moving Forward: Embracing Authenticity

For Africans and African Americans, the choice to wear European styles or traditional African ones is personal and complex. What matters most is the freedom to express identity authentically. Fashion can be a tool for reclaiming history and asserting pride.

To support this:

• Encourage education about African cultural heritage.

• Promote African and African American designers and artisans.

• Celebrate diverse expressions of African identity in fashion and décor.

  
  

By doing so, the global community can appreciate African style not as a product of colonization but as a dynamic, evolving expression of one of the world’s oldest cultures.

The Reyburn School