GEN Z ERA OF INFLUENCE

The world of fashion has always been at the forefront of change, both economically and through cultural adaptation.

Generation Z, who fall between 9 and 24 years old, currently constitutes 60% of Africa’s 1.25 billion people. Born into a fully technological environment, this generation is seen as the most progressive, living ‘purpose’ as a core value. They are the new generation of African influencers who are defining and democratizing what’s cool. TikTok, is subsequently turning ordinary youth into some of the most powerful influencers overnight. Unlike traditional marketing, TikTok, with its lack of concern withperfection, thrives on relatability. This fresh ‘creative class’ does not operate on fashion’s superficial level. They are a group of passionate, like minded individuals, redefining cultural aesthetics and committed to see the industry succeed through an organic growth of the industry; reunited in the areas of sustainability, circular economies, connectivity and identity.

Ivorian artist Laetitia Ky uses her following of 9 million to promote embracing natural hair through the large-scale “headpieces” she crafts using wire, wool, a needle, and thread, as well as her own locks and extensions. American designer Marc Jacobs, recruited Ky for a digital campaign to promote a line of handbags, giving her full license to create three images that stayed true to her authentic aesthetic.