Founder and Creative Director of Christie Brown, Aisha Ayensu, says Ghana’s fashion industry has evolved significantly over the past 18 years, moving from a market dominated by bespoke tailoring towards a growing ready-to-wear segment.
Speaking on the fifth episode of Franco Vybz, hosted by Rev. Erskine, Ms. Ayensu said Ghanaian fashion has a distinctive aesthetic rooted in quality craftsmanship, garment construction, and attention to detail.
“I don’t think we pay attention enough. But we are not the loudest. But inherently, we do actually appreciate well-made garments,” she said.
Reflecting on the early years of Christie Brown, Ms. Ayensu explained that the industry was largely driven by customers who commissioned tailors and seamstresses to create outfits according to their individual preferences.
She noted that the sector has since expanded, with more designers introducing ready-to-wear collections and using digital platforms to reach broader audiences.
According to her, the growth of the internet and platforms such as Instagram and Pinterest has made it easier for international audiences to discover Ghanaian designers and their creations.
Ms. Ayensu maintained that Ghana has considerable fashion talent and technical expertise, adding that designers have opportunities to grow their brands by adapting to changing consumer preferences and leveraging digital platforms.
Her reflections highlight the changes in Ghana’s fashion industry over nearly two decades, as local designers explore new business models and expand their reach beyond the domestic market.
By: Emmanuel Nii Armah