European Markets Embrace Nigerian Fashion - CEEWABA

Emerging Opportunities for Nigerian Fashion in European Markets

The Central Eastern European and West African Business Association has highlighted that European markets are showing a growing interest in Nigerian fashion and textiles. This development was emphasized by the founder and president of CEEWABA, Michael Dada, during the inaugural Afro-EU Garment Innovation and Sustainability Summit held in Lagos. The event, themed “Bridging Continents through Fashion, Technology and Cultural Exchange,” was organized in collaboration with Women in Fashion Tech.

Dada explained that the summit was part of CEEWABA’s broader initiative to promote Nigerian and African clothing brands within Europe. He stated, “This program is part of our fashion and technology initiatives, where we aim to encourage African fashion to penetrate European markets. Our goal is to create a market for clothing brands from Africa, especially Nigeria, to access the European market.”

The association is working with international partners to provide advanced training to Nigerian designers, aiming to enhance productivity and meet global standards. According to Dada, innovation and skill development are essential for African designers to enter international markets, as Europe is increasingly open to African fashion.

“Globalization has made Europe ready for African fashion. The only challenge was that no one was leading the effort. That's why we established the African Fashion Hub, to promote African and European fashion and connect stakeholders who can bridge this gap,” he added.

Protecting African Designs and Supporting Local Entrepreneurs

Bukola Ajayi, president of Women in Fashion Tech, called on the Federal Government to take action against the influx of imported ready-made garments. She warned that foreign clothing was negatively impacting Nigeria’s fashion industry. “We must protect our designs, our ancestors’ work, and African culture. Fashion is our heritage, passed from one generation to another, and it must not be lost to counterfeiters and unchecked importation. Enough is enough,” she said.

Ajayi also mentioned that her organization, which has over 5,000 members, has put mechanisms in place to safeguard African designs from exploitation. “Before long, we might even see counterfeit Aso-Oke. But under Women in Fashion Tech’s watch, that will not happen,” she said.

She further urged the government to revise funding programs for women entrepreneurs, highlighting that many were excluded from new opportunities due to debts from online loans during the COVID-19 pandemic.

Government Commitment to Innovation and Sustainability

Lagos State Commissioner for Trade and Investment, Folashade Medebem, reiterated the government’s commitment to fostering innovation and sustainability in Africa’s garment sector. Represented by Nana-Hauwa Adeeyo, Senior Special Adviser to the Governor on Trade and Commerce, she noted that Lagos’ network of designers, entrepreneurs, and technologists is showcasing African fashion globally.

Medebem encouraged stronger Afro-EU partnerships to address climate change, youth unemployment, and inequality through fashion innovation.

Empowering Women for Economic Growth

Beatrice Eyong, UN Women Representative to Nigeria and ECOWAS, emphasized the importance of investing in women in the creative industry. She stated, “If Nigeria prospers, Africa will also prosper.” Her remarks underscored the potential economic benefits of supporting women in the fashion sector.

Conclusion

As the African fashion industry continues to gain momentum, collaborations between local and international stakeholders are playing a crucial role in opening up new markets. With a focus on innovation, sustainability, and cultural preservation, the sector is poised for significant growth. Initiatives like the Afro-EU Garment Innovation and Sustainability Summit are helping to bridge gaps and create opportunities for African designers to reach global audiences.